Sports sonsorships are less about awareness and parties, more about listening, learning and shared activities these days. Those very expensive major sporting event sponsorships are now required to show an ROI by resulting in new prospect lists and audience participation. Market research may be conducted at the event.

When considering an event sponsorships, you can increase your return by planning on interacting with your audience during the event.

inside 1to1: Sports Deals Score with Customers, 2005-June-5, by John Gaffney

The interactive approach to sponsorships also allows companies to gain insight about prospects and customers. For the upcoming soccer World Cup this summer, Pepsi has a strategy tied into interactivity with soccer fans who might otherwise be anonymous. There are plans for 3-D marketing campaigns, downloadable Web content, and even a reality show about soccer. "This type of marketing is about building stronger relationships and understanding that communication will be two-way now and forever," said Antonio Lucio, Pepsi’s senior vice president of insights and innovation.