Key Takeaways Transcript
What happens after the confetti falls and the crowds go home? That’s where the real ROI work begins.
In Episode 3 of The SponsorshipX Podcast, we tackle “Post-Event Metrics: The Long-Term Impact of Sponsorships”—a must-listen conversation about proving value after the final fan interaction.
Join Host Julian Franklin, Principal, Franklin Management Group with Melissa Moskal, Manager, Partnerships, PNE and Jamie Corr, Managing Director Sports & Entertainment, Burson.
🎙 Show Notes | S1 E3 | The SponsorshipX Podcast
Post-Event Metrics and Long-Term Impact
This episode explores how to measure sponsorship impact beyond event day. Julian Franklin introduces the speakers and sets the stage for a deep dive into activation success and what drives enduring brand resonance.
Defining Metrics That Matter
Jamie Carr recounts the evolution from early, simplistic metrics (like AVE) to more strategic, customized measurement tools. He stresses aligning metrics to brand-specific goals from the outset. Melissa Moskal adds that removing ambiguity by aligning KPIs across departments ensures all parties are working toward the same outcomes.
Impact Through Community & Sustainability
Melissa shares several PNE case studies: CN Rail celebrated its 100th anniversary with PNE; a 12-year sponsor focused on sustainability rather than selling financial products; and an insurance company with a 14-year child safety initiative. These stories show that focusing on community benefit over short-term gains builds trust and lasting brand equity.
Transparency and Alignment Are Key
Melissa stresses the importance of transparent conversations—especially with signing authorities and legal teams—to ensure everyone understands partnership objectives. This clarity helps avoid misaligned expectations and drives stronger results.
Digital Assets Amplify Engagement
Jamie explains how digital activations create year-round engagement. While assets like tickets and signage remain important, digital storytelling enables sustained audience interaction. A brand’s story shouldn't end when the event does—it should evolve and persist across channels.
Purpose-Driven, Values-Aligned Sponsorship
Purpose can be powerful—but only when it’s authentic. Jamie advises brands to adopt frameworks like the UN SDGs to guide societal contributions and avoid politicization. Aligning with meaningful causes builds emotional resonance and consumer trust.
Tools and Thinking Must Evolve
Jamie introduces the concept of marketing’s “fifth paradigm”: a human-centered approach that balances data with empathy. He and Julian agree that the future of sponsorship lies in long-term thinking—deep relationships rooted in shared values and mutual benefit. Flexibility, integrity, and intention are now the benchmarks of successful partnerships.
Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.
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