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
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.
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.
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.
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.
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 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.
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.
","author_name":"SponsorshipX"}