Does sponsorship work?

Sponsorship spending increased 70% from over the past dozen years (2006-2018) and people still ask, “Does sponsorship work?” Yes, sponsorship works. Sponsorship works when fans make the connection between the brand and the team. We call that sponsorship recall. Why does sponsorship work? Sponsorship works because passion transfers from the Read more…

8 Great Sponsorship Ideas

A brand achieves over 50% partnership recall when both the property and the brand effectively leverage assets to link and activate the brand in the minds of fans. One-third (41) of the 123 brands in 45 categories among eight NFL teams we studied achieved this feat in 2018. Who will Read more…