Sports sponsorships are more popular than ever thanks, in part, to a rise of emergent sports leagues, the increasing popularity of women’s sports, and the proliferation of live sports on streaming services. Yet despite the billions of dollars that brands pour into sports sponsorships, CMOs struggle to calculate their ROI. That’s not to say sports sponsorships don’t have a business impact, but marketers can do more to maximize their value. This report lays out 12 best practices to help marketing executives make the most of their sports sponsorships — from selecting them to renewing them and everything in between.