Sports sponsorship, spectator recall and false consensus Available to Purchase

Sponsorship is an important tool of marketing communication that seeks to achieve favourable publicity for a company and/or its brands within a certain target audience via the support of an activity not directly linked to the company’s normal business. It is an indirect form of promotion: the company or brand name is incidental to the event being watched or the person supported by the sponsoring firm. A large amount of sponsorship aims to project the sponsor’s corporate image to an audience, rather than attempting to relate a brand’s unique attributes to the known characteristics of target groups, essentially because many...