What Brands Get Wrong About Sports Sponsorships—and How to Get Them Right

Companies spend billions sponsoring major sporting events, yet many still evaluate success primarily through exposure metrics such as logo visibility and immediate brand recall. New research suggests those measures increasingly misrepresent sponsorship effectiveness because consumers form long-lasting, overlapping associations among brands, events, and competitors within crowded sponsorship ecosystems. Brands generate more enduring value when they focus less on visibility and more on authentic participation, distinctive experiences, and emotional engagement that strengthen trust and meaningful long-term recall.