A senior executive of a national sporting goods retailer asked us to evaluate over 10K local grassroots community sponsorship programs they suspected were yielding a negative ROI.
We used a measurement approach called ROX (Return On Experience) which used 3 dimensions: scale, value, and impact to assess performance.
We found that 75% of the portfolio, returned a negative ROI. We provided recommendations on assets and teams to invest in. Additionally, we provided recommendations on assets and teams to liquidate from the portfolio which would increase profitability and overall ROI.