T1’s Mike Alcorn Talks ROI in Sponsorship Marketing

Mike Alcorn, Sr. Manager, Partnerships at T1

Just in time for the Forum, the team at SponsorshipX caught up with Mike Alcorn, Sr. Manager, Partnerships at T1, to chat ROI!

Mike, what is the definition of ROI in sponsorship marketing? At its core, ROI in sponsorship is about quantifying the impact of a partnership—but that impact isn’t always a simple dollar-in, dollar-out calculation. It really depends on what the brand or property is trying to achieve. Some partnerships are all about direct revenue, while others focus on brand awareness, audience engagement, or shifting perception. That’s where the distinction between ROI and ROO (Return on Objectives) comes in. The key is making sure the right metrics are in place to track what actually matters, not just slapping a media value on a logo placement and calling it a day. 

Please provide some examples of excellent ROI measurements in the industry. One of the clearest signs that sponsorship measurement has become a priority is the explosion of platforms and tools dedicated to tracking and evaluating sponsorship performance. The growth of so many companies shows that the industry is moving beyond basic exposure metrics and investing in deeper, data-driven insights. Whether it’s tracking real-time social media impact, measuring fan affinity shifts, or linking sponsorship activations to direct consumer actions, these tools are giving brands, properties, and agencies more ways to prove the effectiveness of their partnerships. At T1 we work with several platforms as part of how we leverage data and communicate ROI with our clients.

How do you approach valuation and evaluation in your work? Valuation and evaluation must be tailored to the audience receiving the insights. A one-size-fits-all media equivalency model just isn’t enough on its own. Instead, effective sponsorship measurement has to start with understanding the partnership’s objectives—brand lift, audience engagement, direct conversions, or what it may be—and ensuring those are reflected in the measurement framework. The best measurement incorporates a mix of qualitative and quantitative information to create a full picture of impact, going beyond generic benchmarks to deliver on what truly matters to both partners.

Any pet peeves about measurement in sponsorship? For me, there are two main pet peeves. 

First, when measurement is ignored all together. Sponsorship is a big investment for many brands, and a crucial to survive and thrive for many rights holders, yet there are many on both sides of the partnership who do not track meaningful performance indicators. Without proper measurement, how can you truly know if the partnership was successful?

The second is when the data or methods are not transparent. When numbers are presented without context or clear definitions, it becomes extremely hard to make informed decisions, and we’re back to not being able to determine if the partnership was successful.

Please share a tease about an upcoming essential or secret project you’re working on. I think it’s more “essential” than “secret”, but sponsorship measurement is never static—it’s an ongoing process of refinement and evolution. There is no single, definitive model because sponsorship success depends on the unique needs of each brand, property, and audience. Right now, at T1 I’m focused on continually enhancing measurement frameworks to better capture sponsorship impact. That means staying curious, listening closely to what brands and properties want from their partnerships, and ensuring those insights are reflected in how we evaluate performance. After all, if we can’t measure it properly, how can we prove it worked?

Who or what to watch for in sponsorship marketing in 2025? In Canada, the importance of sponsorship measurement is only going to grow in the next few years, especially as economic conditions may force brands to be more selective with their marketing investments. With potential budget tightening across industries, every dollar spent on sponsorship will need to be justified—not just in terms of visibility, but in terms of real business impact.

We’re likely to see more pressure on properties to provide clear, data-driven insights into how their sponsorships perform. Brands won’t just be looking for media value or broad reach numbers; they’ll want deeper proof points that tie sponsorship outcomes to their specific objectives.

As the industry evolves, properties that can offer more sophisticated measurement frameworks will have an edge. This shift isn’t just about justifying past sponsorships; it’s about making a stronger case for future investments and reinforcing sponsorship as a powerful, results-driven marketing channel.