Should Sponsors and Sports Marketing Agencies Need to Wait for End-of-Year Recaps?

If a corporation invests dollars in sports sponsorships, why should they wait until the end of the season to receive a recap informing them of all of the great activation that occurred and improvements that can be made next year?

Often times, the terms of sponsorship deals are one, two, three years in length. Waiting until the end of the season to react and improve upon these investments seems a bit late. Sports marketing agencies and properties should enable sponsors to access real-time updates throughout the season regarding their partnership portfolios. This would provide sponsors the feedback they need, when they need it, to make necessary adjustments throughout the season and truly maximize the value of their investments.

At the end of they day, sponsors need to be able to go upstairs at anytime to showcase that their current investment is supporting the core corporate initiatives of the organization.