A sports sponsorship is only as good as its consumer-facing activation(s). Yet some CMOs don’t budget sufficient funds beyond the media buy, and many start with too narrow of a scope — failing to extract maximum value from the sponsorship’s IP. The Forrester Sports Sponsorship Activation Framework recommends a comprehensive strategy that includes tactics before, during, and after the event to extend the reach of the sponsorship through expanded storytelling. This downloadable template helps marketing executives craft connected activations for their sports sponsorships to achieve maximum impact.