Creative effectiveness in sponsorship

Sponsorship marketing can learn from recent advances in the field of advertising effectiveness.

This article is part of a four-part series on the evolution of sports sponsorship. Read more

Despite being often viewed through the short-term lens as a channel execution, sponsorship is a brand-building discipline. Approached correctly, it can be an effective tool to drive mental availability and long-term brand growth. The level of investment, the long-term opportunity for brand comms and the creative storytelling potential in sponsorship are what dreams are made of.

The eye-watering amounts invested in sponsorship are at serious odds with how little we hear sponsorship effectiveness being talked about.1And, if we do,...

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