How do sport sponsorships bring a brand to life?

Why sports sponsorship worked for these three businesses

How did these sponsors create brand activation—bring the brand to life—in the minds of consumers?
How should a company like Opus Energy measure return on investment (ROI) or return on objectives (ROO) after sponsoring the Northampton Town FC?
How did the Tombola brand determine if the sports sponsorship was worth the investment? Can you think of other brands that could use a similar approach in measuring ROI?
How does one get from brand awareness to brand adoption and usage? Considering this process, given the target audiences, what would you say are the objectives for these three sponsors?
Why is signage the least and worst option for brand and fan engagement? What are better options?

This article relates to Chapter 1 of Team Sports Marketing: Intro to Team Sports Marketing. Jordan Richards Authentic Jersey