ABSTRACT
Leverage describes all sponsorship-linked spending, while activation is reserved for audience–brand interaction and engagement. A basic understanding of the goals of leveraging and activation is supplemented by a research-based understanding of what kind of leverage is most beneficial given the brand’s situation. The main reasons to leverage are discussed such as to tell the brand story and to use leverage to defend the brand against ambushing. Leverage is also discussed as a support to memory and evidence is given on how leveraging functions. Types of leverage including advertising, digital media and social media are considered as are technology-based leveraging and hospitality. Importantly, leveraging ratios are critically examined as is the amount of servicing that properties provide to sponsors.
