Sponsorship Fit


Sponsorship fit is the compilation of consumers’ subjective assessments of how well a sponsor and the sponsored property/entity (e.g. sports, entertainment or non-profit event or organization) match or fit together. [1]


  1. Adapted from Fit & Authenticity in Sponsorship and other Horizontal Marketing Partnerships; T. Bettina Cornwell, University of Oregon.  MSI Lunch Lecture, August 1, 2019.

Comments are closed.