The sponsorship of power and performance sports is generally motivated by the idea that it is important to be associated with

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Sponsors are usually motivated to associate themselves with athletes and teams who are currently winning because such associations create a positive image for their brand. Winning athletes and teams are role models, and people tend to associate themselves with brands that are associated with success. This can translate into increased sales and brand loyalty for sponsors.

The Sponsorship of Power and Performance Sports Is Generally Motivated