Sponsorship Fit

Definition

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]


References

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

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