Name: How to measure sponsorship recall and memorability
Creator: BoxBoxd

You show the motorsport audience a blurred sponsor logo with no name attached, ask them which brand it is, then test four layers that move from being seen to being understood: the name, the era, the placement on the car and the team. BoxBoxd runs this through the Logo Game across a live fan panel.

This is what the audience sees, a blurred, unnamed logo. The blur is deliberate, testing whether a brand carries at a glance the way it appears in the corner of a screen mid race, not whether a clean wordmark can be read.

The four layers

Round one, the easy layer

Name

Can the audience put a name to the blurred logo at all? Most known sponsors clear this round, so on its own it flatters everyone.

Being seen

Round two

Era

Do they place the brand in the current season, or are they remembering a partnership that ended years ago? This separates live presence from heritage afterglow.

Being current

Round three

Placement

Do they know where the brand sits, on the car, on the driver, trackside? Placement is proof the sponsorship registered as a real thing rather than a name floating free.

Being placed

Round four, the layer that pays

Team and meaning

Can they attribute the brand to the right team and say what it does for that team? This is meaning recall, the layer that separates a paid partnership from a decal, and the one most sponsors lose.

Being understood

Reported as two headline figures, name recall and meaning recall, the four layers turn a single logo into a map of exactly where a partnership is strong and where it leaks, which is the difference between counting exposure and knowing whether the audience took anything from it.

Source, the BoxBoxd fan panel. See the method applied across every sponsor in the biggest sponsorship gaps ranked.

Play the Logo Game Methodology of the Logo Game

How do you measure sponsorship recall?

The four layers