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Here’s a short downloadable primer on how sponsorship works from a psychological perspective, using examples from Adidas, Nike, P&G, The North Face, Intel and Coca-Cola – with four strategic implications for effective digital activation.

The central idea is that the path to sponsorship success lies in achieving ‘associative coherence’ between the sponsor and the sponsored property – and that the future of digital activation in sponsorship lies in ‘conspicuous compassion’ – visible displays of benevolence that signal sponsor fitness and quality.

Enjoy! And let me know what you think.


Psych Eye for the Sponsorship Guy from Paul Marsden