Sports sponsorships continue to perform strongly for brand visibility and recognition, while music festivals generate particularly high levels of recall, according to new research from the sponsorship consultancy The Brand Fans.
The findings, generated through the company’s Sports Performance and Impact (SPi) tracker show sports sponsorships achieving 69.17% recall and 54.18% visibility.
Music and entertainment sponsorships also perform strongly, with music festivals recording recall of 81.98%, highlighting their potential for brands seeking to connect with younger audiences in culturally relevant environments.
According to The Brand Fans, the findings also underline the importance of authenticity in determining whether a sponsorship delivers beyond simple exposure.
The research suggests audiences respond more positively where a brand’s involvement feels credible, relevant to the experience and aligned with the interests of the audience.
It also points to differences in how male and female audiences respond to sponsorship, with female audiences placing a greater emphasis on genuine connection, while male audiences are more likely to advocate for brands they perceive as authentic.
According to Daragh Persse, managing director and founder of The Brand Fans, the findings demonstrate the need for brands and rights holders to look beyond traditional exposure measures when assessing the effectiveness of sponsorship investments.
“SPi was developed to help brands understand not just whether a sponsorship was noticed, but whether it actually mattered,” he said.
“These latest insights show that the most effective sponsorships are not simply the most visible. They are the ones that feel authentic, connect with the right audiences, and create lasting brand impact.”
The Brand Fans said the model can be used by brands, rights holders and agencies to assess partnerships and identify which sponsorships are most likely to drive awareness, strengthen brand relevance and improve overall effectiveness.
The independent brand and sponsorship consultancy works with a wide range organisations and brand owners on audience connection, partnership effectiveness and sponsorship strategy, using research and proprietary tools, including SPi, to support investment and planning decisions.
