Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature emphasizes the importance of brand sponsor–team congruence; however, prior research has largely focused on the relevance of the brand to the sport or geographic area. This article offers the first real-world empirical investigation of the effects of visual congruence through color matching on sponsorship performance. Link to the article
MARC MAZODIER, M.M., HENDERSON, C. and SUNDAR, A. (2019). The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance. Journal of Marketing, 83(3), pp. 50-71.