Bassbilly,
Sorry it took so long to get back to your question.
ROI can come in many forms, it is not always about dollars in the beginning, as a small company like garnet indicated, we do not have lots of $$$$, so we have to find creative ways of getting our name out.
Tournament performance is HUGE, you can not believe what it would do for my company if you won a semi-major or major tournament using my product.
I hope I don't offend anyone here, and if I do I am sorry, but fisherman are simple, they are looking for the next best thing, no matter what it is. If KVD wins major tourney fishing with a widget, well guess what, a zillion fishermen are going to be out shopping the next weekend for the "Widget".
As a sponsor, I would look at a lot of things when considering who I would sponsor, tournament performance, attitude, desire, communication skills, and knowledge, basically are you going to go out and drive people to my business, the selling part is my job, if you can get them to look, I'll sell'em, get it!!!