Activating and Measuring Sponsorship Effects with RFID Engagement A study combining RFID customer-engagement data with brand data and individual fan differences

Top sports advertisers are mature brands with high brand awareness. The key is to differentiate from competitors through the most effective channels. How can we activate and accurately measure key performance indicators for sponsorships?  For mature brands like American Airlines, AT&T, Wells Fargo, Coke, Ford, and Sprint, awareness is not a problem.  These brands need more relevance, regard, and energized differentiation to gain separation.  This happens when the brand is effectively activated among passionate fans of the property.  Sponsorship is an active medium that drives emotional connections with a brand. Advertising is a passive medium that builds awareness.