New Sponsorship!
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.
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.
As a note we have a new Sponsorship, the Portuguese Sportsteam Caravela Roller Team.
