The primary goal of sports sponsorship activation is to increase brand awareness by associating the brand with a popular sporting event or athlete.

Celebrity endorsements are not a type of sports sponsorship activation because they involve the use of a celebrity's personal brand to promote a product or service, rather than the use of a sports property.

Evaluation is important in sports sponsorship because it allows sponsors to measure the effectiveness of their campaigns, identify areas for improvement, and justify the investment in sponsorship.

Sales data is not a method used to measure the effectiveness of sports sponsorship campaigns because it is not a direct measure of the impact of the sponsorship on brand awareness or sales.

The most important factor to consider when evaluating the effectiveness of a sports sponsorship campaign is the impact of the sponsorship on brand awareness and sales, as this is the ultimate goal of any sponsorship campaign.