ABSTRACT
Memory for a sponsorship relationship or for a sponsoring brand because of a partnership is a directly measured outcome of sponsorship. Memory also underpins many other aspects of the sponsorship relationship. A basic schematic of memory with sponsorship examples details sensory, short-term and long-term memory as well explicit and implicit aspects of long-term memory. Memory measurement, and in particular recall and recognition are discussed as important yet different measures. Also discussed are the roles of competitive interference, context and prior knowledge in sponsor recall and recognition. Spontaneous recall is introduced as important strategically when sponsoring partners change and the old sponsor is spontaneously recalled long after a new sponsor is in place.
