Community Sponsorship

Sponsorship Community Involvement

Sponsorships are considered nontraditional advertising, a great way to support your community and get your name out at the same time.  To sponsor something is to support an event, activity, person, or organization through the advertising they are associated to. A sponsor is the individual or group that provides the support, to get the word out about an event or organization’s needs now.  While sponsorships can deliver increased awareness, brand building and propensity to purchase, it is different from advertising. Unlike advertising, sponsorships can not communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements.


A range of theories have been used to explain how commercial sponsorship work to impact consumer audiences. Most use the notion that a brand (sponsor) and event (sponsoree) become linked in memory through the sponsorship and as a result, thinking of the brand can trigger event-linked associations, while thinking of the event can come to trigger brand-linked associations.


One of the most pervasive findings in sponsorship is that the best effects are achieved where there is a logical match between the sponsor and sponsoree, such as a sports brand sponsoring a sports event. Brands that don't have a logical match can still benefit, at least in terms of memory effects, if the sponsor articulates some rationale for the sponsorship to the audience.  


This is a great option if you don’t want to go through the whole process of creating a commercial for your business and you do want to show support for your community.

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