I would emphasize the term 'memory mapping,' which is defined as the practice of locating sponsor elements at appropriate peak emotions during the course of the event. By associating extreme thrilling events such as play scores, awards, or audience cheers to their sponsors, the attendees's most significant influences include the latter and become a part of the participants. This makes for a more rewarding experience compared to traditional displays, establishing a more positive attitude towards the brand.

Create spaces where you can capture emotions. A lot of times we only think of the activation site as the competition site, but we tend to forget that our attention spam is likely to focus on the competition portion of a sporting event, and we can definitely have some of that, but effectiveness will be defined on how well we navigate the prior, during and post event experiences.

Para garantir a visibilidade máxima da marca do patrocinador, é essencial posicionar o branding estrategicamente em pontos de alta exposição, como áreas próximas às câmeras e zonas de entrada e saída de atletas. Integrar a marca nas mídias digitais e nas redes sociais do evento, além de associar a momentos-chave, criar mais engajamento. Ativar promoções interativas e oferecer experiências exclusivas aos espectadores também reforça o impacto e a lembrança da marca.

To get the most visibility for a sponsor, make sure their branding feels like a natural part of the event’s story. Use everything, broadcast, social media, and on-site spaces, to connect with fans. Hit multiple touchpoints so their message sticks and feels real to the audience.