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Emotional Association - Psychology For Profitable Sponsorship

Sponsorship has always proved to a lucrative and viable form of advertising. The belief that brands place in this type of advertising is huge. Research points to the global spend on sponsorship soaring to $57.5 billion this coming year[1]. So how can brand managers ensure they deliver effective sponsorship for their brands? The answer in part and the focus of this article is known as emotional association, something which for the main part hasn’t been part of the discourse around sponsorship effectiveness until recently. As you are reading this article, there is no doubt that thousands of brand managers across the world are assessing the usefulness of planned sponsorship deals within their companies. One of the key questions that any brand manager will ask will be around the business impact and effectiveness generated from any given sponsorship. Something that…