Why Sponsor-event Fit Matters?

Sponsor-event fit has been indispensable variable for sponsorshipliterature. Especially the enhancement of sponsoreventfit by articulation has been demonstrated in number of researches. However,its effectiveness of sponsorship and image transfer need to be examined in morevarious ways using diverse variables. This research observes the role of sponsoreventfit and corporate reputation in image transfer and effectiveness of thesponsorship. A FGI, pre-test, and main study with 2 (high/low sponsor-event fit) x2 (high/low corporate reputation) model was applied. The result indicates that thesponsor-event fit causes significant difference on image transfer while corporatereputation stimulates significant difference on sponsorship effectiveness. Sponsoreventfit has interaction effect with image transfer and sponsorship effectiveness. The implications for sponsorship managers and direction for further research aresuggested.