Brand awareness is frequently cited as a main objective for firms engaging in sponsorship, and is often used as a measurement of sponsorship effectiveness. Meanwhile, sport sponsorship has evolved from static signage and one-way messaging to include an exhaustive list of assets and intangible rights, along with extensive on-site activation, each with a specific incremental cost. Yet, it is unknown whether the mix of assets and rights firms may choose to purchase, along with an investment in activation, impacts their ability to generate greater sponsorship effectiveness, in the form of brand awareness. While controlling for duration as a sponsor, results indicate that the selection of videoboard and LED in-stadium advertising, as well as on-site activation, led to increased brand awareness for sponsors. Moreover, category exclusivity and official status designation were also statistically significant predictors of brand recognition, with exclusivity doubling the probability that a sponsor is recognized by consumers.

中文翻译：

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评估保荐人资产选择，无形权利和激活对保荐效力的影响

品牌知名度经常被认为是从事赞助的公司的主要目标，并且经常被用作衡量赞助效果的指标。同时，体育赞助已经从静态标牌和单向消息传递发展到包括资产和无形权利的详尽清单，以及广泛的现场激活，每一项都有特定的增量成本。然而，未知的是资产和权利公司的混合是否会选择购买，加上对激活的投资，是否会以品牌知名度的形式影响其产生更大的赞助效力的能力。在控制赞助商的持续时间的同时，结果表明，视频板和LED体育场内广告的选择以及现场激活，提高了赞助商的品牌知名度。此外，