Sport sponsorship is still perceived as traditional brand advertising’s slightly inferior cousin, but new research suggests it can drive stronger growth if implemented in the right way. 

Fuse, a global sports and entertainment marketing agency, conducted industry-first research in partnership with creative effectiveness platform System1. The study scored the emotional response to advertising on a scale of 1 to 5.9 stars. Sports sponsorship assets averaged 3.8 stars among sports fans, compared with 2.4 stars for traditional brand-led advertising, a 58% increase.