Full Answer Section

What is fit, and why is it important in the context of sponsorship?

Fit is the degree to which a sponsor and a sponsored property are aligned in terms of their brands, values, and target audiences. Fit is important in sponsorship because it helps to create a more authentic and believable relationship between the sponsor and the sponsored property. When there is a good fit, consumers are more likely to believe that the sponsor is genuinely interested in the sponsored property and that the sponsorship is not just a money-making exercise.

Examples of good sponsorship fit:

Gatorade and the NBA: Gatorade is a sports drink that is designed to help athletes perform at their best. The NBA is a professional basketball league that features some of the best athletes in the world. The two brands have a natural fit because they both share a focus on athletic performance.
Nike and Tiger Woods: Nike is a sportswear company that is known for its high-quality products and its innovative marketing campaigns. Tiger Woods is one of the most successful golfers in history and is known for his athleticism and style. The two brands have a natural fit because they both share a focus on excellence.
Examples of poor sponsorship fit:

McDonald’s and the Olympic Games: McDonald’s is a fast food restaurant that is known for its unhealthy food options. The Olympic Games are a sporting event that is supposed to promote healthy living and athleticism. The two brands have a poor fit because they have conflicting values.
Cigarette companies and sporting events: Cigarette companies used to sponsor sporting events, but this is no longer considered to be a good fit. Cigarette smoking is a major health hazard, and sporting events are supposed to promote healthy living. The two brands have a poor fit because they have conflicting values.
Why did I choose these examples?

I chose these examples because they illustrate the importance of fit in sponsorship. The good examples show how a strong fit can create a mutually beneficial relationship between the sponsor and the sponsored property. The poor examples show how a poor fit can damage the reputations of both brands.

How would I fix the examples of poor fit?

I would fix the examples of poor fit by choosing sponsors that are more aligned with the values of the sponsored properties. For example, McDonald’s could sponsor a less competitive sporting event, such as a youth sports league. Cigarette companies could sponsor events that are related to smoking cessation, such as a smoking cessation clinic.

In addition to choosing sponsors with a good fit, it is also important to ensure that the sponsorship is activated in a way that is authentic and believable. For example, McDonald’s could sponsor a youth sports league and use the sponsorship to promote healthy eating and exercise. Cigarette companies could sponsor a smoking cessation clinic and use the sponsorship to educate people about the dangers of smoking and to help people quit.