There is no right or wrong time to value your sponsorship and in fact the only thing that is wrong is not to independently value it at all. When the cost is so small to undertake a full ROI or ROO valuation the risk of not engaging a sound and robust measurement approach, and the related processes is substantial.
After all, no one would in their right mind would commit to undertaking a major media campaign without gaining the expertise of their agency or media shop. Who would commit to a major corporate development like a new distribution centre without first fully understanding all the impacting dynamics? Why therefore, should sponsorship be any different? Whilst I hear you say,