The image-fit is a relevant factor for a successful and authentic Image-transfer. Therefore, one has to point out possible connections between the athlete, his sport, and the sponsor’s brand. The higher the sponsor’s (and his product’s) affection towards sports, the easier it is to identify an image-fit. But even industries with weak ties to the sports-sector can create an image-fit. To achieve this, similar values and features of both sides are indentified beforehand and the right fit is created almost automatically, which leads to a better transfer and a nice authenticity of the sponsorship as a whole.
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