How Branding Influence Sponsorship

Running head: MANAGEMENT
Sports Marketing and Media
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1MANAGEMENT
Table of Contents
How Branding Influence Sponsorship.............................................................................................2
Concept of Fit and Its Importance in Context of Sponsorship........................................................2
Two Good Examples of Sponsorship Fit and Two Poor Example of Sponsorship Fit...................3
Good Examples:...............................................................................................................................3
Poor Examples:................................................................................................................................3
Why the Examples were Chosen and How to Fix Examples of Poor Fit........................................4

2MANAGEMENT
How Branding Influence Sponsorship
The brand sponsorship refers to the marketing strategy where the particular brand
supports an activity, event, person or organization (Tsiotsou, Alexandris & Bettina, 2014).
Anywhere a person goes, he or she is able to observe sponsorship investment like festival, music,
football games and the beneficial events. Sponsorship allow the small, medium and the big
brands in partnering with the other companies as well as the event agencies for generating a
relationship that aims at economically gratifying both the sponsee and the sponsor.
Linking the brand with the event through sponsorship enables the firms in gaining the
interest and the attention of the customers through association of the events. There has been an
increased use of the sponsorship in reaching the segments of the market.
Concept of Fit and Its Importance in Context of Sponsorship
Fit refers to the relatedness or the congruence that represents the perceived pertinence in
the consumer’s mind between the sponsee and the sponsor (Koronios etal., 2016). For better
understanding of the concept, it is to be noted that there exist a natural fit between the Adidas
and World Cup and the involvement of Shell with Ferrari. This particular natural association is
known as functional fit that determines the usefulness of the service or product towards the
property. There can be multiple degrees of the fit.
Fit between sponsor and property represents a clear driver of the sponsorship
performance (Gwinner, 2013). In fact, the appropriate fit will help in improving the brand
awareness substantially. This particular awareness is required for obtaining positive return on the
sponsorship investment and also achieving the elaborate goals that include the transfer of the