Change in a Sponsorship Alliance and the Communication Implications of Spontaneous Recovery

Abstract

As the marketplace for sponsored properties approaches saturation and sponsorship contracts come up for renewal, a new communications challenge has been born: spontaneous recovery of the previous sponsor. Changed sponsors may result in unwelcome recall of the previous alliance partner—unwelcome from the new sponsor's perspective, that is. Presented here, a field study and an experiment confirm that spontaneous recovery of a past sponsor, while not arising immediately, does, over time, influence recall of the current sponsor. The pattern of memory found in this research presents new knowledge to the researcher and practitioner that can inform sponsorship decision making, implementation, and measurement.

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