Sponsorship is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property, according to IEG.
While the sponsoree (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of a commercial return.
While sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different to advertising. Unlike advertising, sponsorship can not communicate specific product attributes. Nor can it stand alone. Sponsorship requires support elements. And, while advertising messages are controlled by the advertiser, sponsors do not control the message that is communicated. Consumers decide what a sponsorship means.
A range of psychological and communications theories have been used to explain how commercial sponsorship works to impact consumer audiences. Most use the notion that a brand (sponsor) and event (sponsoree) become linked in memory through the sponsorship and as a result, thinking of the brand can trigger event-linked associations, while thinking of the event can come to trigger brand-linked associations. Cornwell, Weeks and Roy (2005) have published an extensive review of the theories so far used to explain commercial sponsorship effects.
One of the most pervasive findings in sponsorship is that the best effects are achieved where there is a logical match between the sponsor and sponsoree, such as a sports brand sponsoring a sports event. Work by Cornwell and colleagues however, has shown that brands that don’t have a logical match can still benefit, at least in terms of memory effects, if the sponsors articulates some rationale for the sponsorship to the audience.
What is BJJHQ?
BJJHQ.com is the World’s Best MMA Daily Deal site. Following the latest fighters, trends and brands, we strive to consistently offer you the best deals around. We sell one item per day until it is sold out or until 11:PM Eastern Time when a new deal begins.
What is the schedule for new items?
We offer a new item every day at 11PM Eastern Time. When a new item goes on sale, the previous item is no longer available.
How long does it take to get my item?
Most items ship the next business day. Occasionally items take longer to ship. Average delivery time should be between 2-5 days for US & Canadian Orders. UK & AU orders may take between 7-15 days to arrive.