Fit between a sponsor and a property is a clear driver of sponsorship performance. In fact, the right fit will substantially improve brand awareness. This awareness is often needed to obtain a positive return on sponsorship investments and also to achieve more elaborate goals, like brand image transfer, affinity with a specific target market, better attitude toward the brand and a rise in purchase intents. High fit will increase a brand’s acceptance by the public, and its presence will be perceived as more altruistic.
What is fit?
Fit, also called congruence or relatedness, is the perceived pertinence in consumers’ mind between a sponsee and a sponsor. Spontaneously, we’re thinking about the natural fit between Adidas and the World Cup or Shell’s involvement with Ferrari. This natural association is called “functional fit” for the usefulness of the product or service to the property. There can be multiple degrees of fit, less obvious than the logical congruent associations mentioned above.
Are your consumers predominately hanging at one event or supporting a specific cause? Kruger’s, Canada’s #1 tissue brand, is supporting the Canadian breast Cancer foundation and the Scotties®' Tournament of Hearts® championship precisely because their consumers are involved in such organization or touched by it to some degree.