Consumer Psychology

Psych Eye for the Sponsorship Guy [Download]

Here’s a short downloadable primer on how sponsorship works from a psychological perspective, using examples from Adidas, Nike, P&G, The North Face, Intel and Coca-Cola – with four strategic implications for effective digital activation.

The central idea is that the path to sponsorship success lies in achieving ‘associative coherence’ between the sponsor and the sponsored property – and that the future of digital activation in sponsorship lies in ‘conspicuous compassion’ – visible displays of benevolence that signal sponsor fitness and quality.

Enjoy! And let me know what you think.


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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