Sponsor spillover is when a past sponsor may still "get credit" for being the sponsor in the consumer's memory.

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Sponsor spillover refers to the phenomenon where a past sponsor may still be remembered by consumers as the sponsor of a particular event or activity, even if they are no longer actually sponsoring it. This can happen if the previous sponsor had a strong association with the event, and if consumers continue to associate the event with that sponsor in their memory.

Sponsor Spillover Is When a Past Sponsor May Still "Get