The Effects of Sponsorship Portfolio on Consumer Associations of the Sponsor Brand

Abstract

Researchers agree that sponsorship aids in generating favorable images for the sponsor, both at the corporate and brand levels. However, when a brand sponsors several events concomitantly, the source of image transfer may be composite, since the events that make up the sponsorship portfolio are likely to be perceived differently as a group. We define a sponsorship portfolio as the collection of brand and/or company sponsorships comprising sequential and/or simultaneous involvement with events, activities and individuals (usually but not limited to the areas of sport, art and charity) that are intended to communicate with various audiences. The purpose of this paper, therefore, is to understand the impact of a brand’s sponsorship portfolio on the sponsor brand associations.