How jersey sponsorship can be an effective marketing tool

Scott Horowitz

Journal of Brand Strategy, 2012, vol. 1, issue 2, 180-184

Abstract: Creating an impression through consumer engagement is at the core of activating any sponsorship. Sponsorships can be the most effective form of marketing to consumers as, on average, fans are three times more likely to purchase products and services if they are aware of, and familiar with the brand. Jersey sponsorship is a great way to clear the hurdle but the greatest success will come to those who are clear in their objectives and thoughtful in their implementation execution and measurement.

Keywords: sponsorship; Phoenix Mercury; jersey sponsorship; LifeLock; Farmers Insurance; WNBA (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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