Difference in image transfer between functional- and image similarity based sporting event-product pairing

This study has investigated if the image of a sporting event will be transferred to the sponsoring brand. There are three different sponsoring types investigated namely: functional similarity, image similarity and the combination of the two. Functional similarity means that the sponsoring brand is used and visible within the sponsored event. Image similarity means that the sponsoring brand has the same image as the sponsored event. The last sponsoring type is a brand that has both the same image and is used within the sponsored event. This experiment has researched which sponsoring type results in the highest image transfer. Also the effect of the favorableness and or uniqueness of the events associations on image transfer was researched. The study consisted of two different questionnaires with the same questions however in only one of the questionnaires the sponsorship connection was visible. The results show no significant difference between the (yes/no) sponsorship condition for the summed absolute differences of all three brand-event combinations. For the associations separately Wilson became more Exclusive by sponsoring Wimbledon. Because of the sponsorship between Wimbledon and Rolex, Rolex became more associated with Tennis. The favorableness/ uniqueness of the events associations does not result in a significant difference in image transfer.