Image objectives Brands that are active in sports sponsorship are more likeable, more relevant and better trusted among fans. We call this the “emotional uplift”. Not only were we able to demonstrate this effect in a qualitative market research study, but we have also quantified it. Awareness objectives Whether among top target groups or the population at large, boosting brand awareness is a traditional strength of sponsorship. In an age of fragmented media consumption, it is becoming an increasingly frequent unique selling point in sport. B2C customer retention Sports sponsorship shortens distances and turns customers into lasting brand fans through promotions like money-can’t-buy experiences, loyalty incentives, exclusive benefits, prize draws, bonus programmes or sensation marketing. Maintaining B2B contact Professional infrastructure, special occasions and memorable experiences: the fervour surrounding sport makes for the perfect hosting platform for forging new business relationships and strengthening existing ones. Tapping new target groups Sponsorship can overcome dialogue obstacles and enables organisations to reach their target groups before and even after purchases are made, provided the platform has maximum target group overlap. 6.     Sales and revenue objectives Sponsorship affects revenue, be it via direct sales, branding at the point of sale, the expansion of sales networks, or one of the many new activation formats for sales promotion in sport.  Corporate social responsibility Nutrition, health, youth empowerment and sustainability (to name a few): professional sport provides companies with a platform that impacts a range of economic sectors and can lead to authentic ways of implementing CSR measures.  Employer branding Sponsorship is becoming an increasingly important tool in the so-called war for talent. It is used for recruiting new employees or retaining existing employees who have been with the company for a long time. Enhanced Fan Experience: Improve the overall fan experience by offering exclusive content, access, or promotions through the partnership. Innovation and Technology: Showcase technological advancements or innovations through sports partnerships, positioning the brand as forward-thinking and cutting-edge.