In many sports, sponsorship is an integral revenue stream. Walk into any professional sports venue and you will be greeted by countless sponsor assets. In motorsports especially, sponsorship is the lifeblood that keeps teams on the race track. With sponsors working with cut marketing budgets and increased pressure to deliver ROI, selling sport properties as a prime marketing opportunity can be a difficult task. While aligning a brand or organization with a popular driver or team may increase awareness, it is difficult to tie the sponsorship to consumer loyalty or increased sales. In the case of the National Guard, their sponsorship of NASCAR’s most popular driver cost over 22 million dollars and delivered seemingly no new recruits. Research companies will present media and impression values arguing for the marketing value that sponsoring delivers, which is in fact a form on ROI. However, in many sponsors’ cases, and in particular an organization such as the National Guard, the more important indicator is return on objective as opposed to investment. The goal in sponsoring NASCAR was to attract more recruits and that was not met. Much like social media efforts, sponsorship is a fantastic tool for reaching consumers, but it needs to be approached in a more strategic manner than pick the most popular guy and brand him. Before any company agrees to a sponsorship, they must first identify their goals and the ways that the sponsorship and accompanying activation will help achieve those goals.