Sponsorship-Linked Marketing: Image Transfer and Co-Branding Strategies

This research aims to enhance the understanding of image transfer and co-branding strategies in sponsorship portfolios. The research methodology of this study consisted of a document review and a case study analysis to comprehend a historical perspective of sponsorship and recognize how this marketing communications tactic has evolved to present day contexts. The findings of this thesis research highlight the application of image transfer in a sponsorship arrangement and the way in which it can alter perceptions of the brand and property. Despite tobacco sponsorship no longer being permissible in Canada, the findings from this thesis remain applicable to other potentially controversial industries such as cannabis, alcohol, or gambling. Findings from the study can be applied in marketing practice to identify types of sponsorship engagement that mutually benefit brands and properties which maximize return on investment.