What factor will you keep in mind while sponsoring an event ?

Scale of the event (large or small)the relevance to your company, for example, it doesn't make sense for red bull to sponsor an event which has majority audience of children.Cost- how much would you have to spend to sponsor and forecast prospective ROI.These are the main three factors I believe are most important. I have also noticed while executing these three factors mentioned I also discover various small factors. I think you should do the same and learn by doing.