SPONSORTRUTH

People once believed the world was flat.

Not because it was. Because no one had sailed far enough to see otherwise.Sponsorship has the same blind spot. Fairgoers have always gone into their sponsors' stores. No one built a way to count them.Now someone has.When a sponsor says, "I didn't see the value," they're really asking one question: did your fair put people in my store? SponsorTruth CoreFour answers it, sponsor by sponsor.

You need proof before the call. Not after.

CFOs don’t cut things that make money. They cut things that feel like expenses. If your sponsorship is measured in banners and mentions, it’s an expense. If it’s measured in registered shoppers and attributed sales, it’s a sales channel.
— Chris Baylis, Author The Sponsorship Bible

SponsorTruth is an independent forensic auditing firm. This quote is for educational reference. The Sponsorship Collective does not endorse or sponsor the services of SponsorTruth.

Traditional Recap

Impressions delivered
Brand awareness claimed
Social mentions posted
Logos everywhere
Attendance estimates

SponsorTruth CoreFour

Fair-goers counted at store
Share of crowd measured
Cost per $1,000 shown
New faces and regulars counted

One column is a favor. The other is a sales channel.

SponsorTruth Forensic Solution

Every sponsor gets their own CoreFour— the fair-goers who walked into their stores, counted and laid out plain enough for a CFO to sign off on without a follow-up question.

Just the numbers

Audits completed in professional sports stadiums, festivals, and other fairs in Indiana, Montana, and Florida.

The CoreFour

  • Fair Shoppers: how much of the sponsor's store traffic came from people at your fair.

  • Share of the crowd: how much of your audience showed up at the sponsor's store.

  • Cost: what the sponsor paid per $1,000 of sponsorship to reach them.

  • Who they were: new faces, regulars, or both.

Each report is four answers on a page. With the backup clearly displayed. No heatmaps. No color-coded dashboards. Just numbers a CFO can take to the board.

Deliverables

Three-week delivery after event ends. You get:

  • CoreFour for every auditable sponsor

  • Each sponsor's report, yours to share or keep

  • Daily counts available on request.

This is data. Better than a bunch of photos. Better than talking about a vibe. Better than a thank you message. This is what turns a sponsorship from a donation into a utility.

You need this to start

  • Your fair dates and sponsor list.

  • Your sponsors' physical locations.

The buying process is simple. Get your credit card. And click the button. No long demos. Nothing new to learn. No extra staffing involved.SponsorTruth audits work best for brick and mortar locations and geographically bound event footprints.

Why you should pay attention

I've done this before.I counted the bodies. I fielded and interpreted over 1,700 audience movement surveys.I sold sponsorships at MontanaFair and the Nebraska State Fair, and built the sponsorship program for the Minnesota Ice Festival at the Vikings’ practice field. I took MontanaFair from $6.2M to $10M in total event sales.I’ve sat on your side of the renewal table. I built this so you’d have the answer I never did.

One Last Thing

This is your evidence to secure the budget. It shows your sponsors that your audience walks through their door.To your sponsors.To your CFO.Most importantly--to THEIR CFO.

CoreFour is SponsorTruth’s measurement protocol. Every sponsor with an auditable presence (a physical location where the majority of its business is transacted) receives its own report.CoreFour is $5,000 per event. Save one sponsor renewal and you're even. This is a number your sponsors want but have stopped asking for.

Still have questions? Rather write than talk? Ask here.