Over the past decade sponsorship has shown high growth as a promotional vehicle. Research has found that positive fit between the event and the sponsor assists in information transference. Using current sponsorship literature this research extends current theory by; 1) identifying three dimensions determining fit; and 2) testing for the effect of sponsor-sponsor fit on brand judgments. Results suggest two dimensions primarily determine fit though both are not found together in either event-sponsor or sponsor-sponsor fit. It was also observed that this fit between sponsors did have an effect on brand attitudes and to be stronger than event-sponsor fit. Managerial implications and directions for future research are advanced in the conclusions.

Year Manuscript Completed


Subject Category

Business Administration, Marketing (0338)


Corporate sponsorship.

Primary Language of Manuscript


01Front.pdf (20 kB)
03Appendices.pdf (260 kB)