This paper examines how sponsors perceive the impact of different elements of a sponsorship package on brand equity. An empirical study using an online survey was conducted among key managers involved in sponsoring football clubs in the Netherlands. This study develops a formative measure of sponsorship, termed the Sport Sponsorship Index, and links this measure with brand equity. Results indicate that the various facets of a sport sponsorship package, such as exposure of the brand and coverage of the sport, are perceived by sponsors to contribute differently to the impact on brand equity...Read more
