It is important to constantly evaluate the effectiveness of a sponsorship.  The only meaningful way to do this is by comparing it to the objectives that have been set for the program.

Many sponsors quantify the impact of their sponsorship through market research, public opinion and the physical affect it has on their business.  It is also possible to measure specific aspects of a sponsorship, for example television and media exposure or increased sales of a brand that has been publicized and promoted through the sponsorship.