Event-related advertising and the special case of sponsorship-linked advertising

Sarah J. Kelly, T. Bettina Cornwell, Leonard V. Coote and Anna R. McAlister

Corporate sponsorship is a valuable brand-building platform, typically leveraged by advertising and promotion.

Event-related advertising and the special case of sponsorship-linked advertising

Sarah J. Kelly

University of Queensland

T. Bettina Cornwell

University of Oregon

Leonard V. Coote

University of Queensland

Anna R. McAlister

Michigan State University

Introduction

This research proposes that sponsorship-linked advertising (SLA) is valuable in understanding how brand and corporate advertising links to sponsorship and event marketing. Sponsorship is concerned with two activities. First, an exchange between sponsor and event property occurs whereby the event property receives compensation and the sponsor obtains the right to associate itself with the event. Second, the sponsor leverages the association by developing marketing activities to...

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