Seven Psychological Mechanisms Through Which Sponsorship Can Influence Consumers

Gaining commercial advantage through associationwith an event is a complicatedproposition.These events (sports or otherwise) are culturally boundand meaning laden. They can invoke in consumer audiences complex scripts and multiple associations. Events can vary in size and prestige. Some associations represent a strong fit between brand and event,whereas other associations are less logical. Consumers can vary greatly in their involvement in and knowledge of a single event, and sponsors of an event can vary in the amount of presence they have relative to other event sponsors.