Although leveraging is not the sponsor responsibility, a substantial number of research concluded that sponsorship effectiveness is highly related to the activeness of sponsors to leverage their investment. This research discusses the issues of sponsorship, brand image as well as sponsorship leverage strategies namely the use of sponsorship leveraged packaging (SLP), association and co-visibility, TV sponsorship, emotional connections and cause-related marketing (CRM). More studies should be undertaken on the issues of linking leveraging strategies to enhance brand image and most importantly, how to measure not only the sponsorship, but the outcome of the leveraging activities.
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