What we know about sponsorship effectiveness

Examines how brands can build awareness and increase equity through effective sponsorship.

The primary objectives of sponsorship are to create awareness and build brand equity, though lower-funnel objectives are gaining in importance. In today’s media landscape marketers can leverage multiple touchpoints to activate a sponsorship deal. A natural link between a brand and a property can boost the impact of the sponsorship, and the effectiveness of this can be enhanced by emotive storytelling and by employee engagement.


Sponsorship is the financial or similar support of an activity, used primarily to achieve specific business goals. There are many types of sponsorship but the most common are event, sports and media sponsorship. The...

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