Image transfer is beneficial but not necessary for effective sponsorships because natural,logical associations always exist between a company and a sports property.

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While natural, logical associations can exist between a company and a sports property, image transfer is often a key component of successful sponsorships. A company's image can be enhanced by association with a popular and well-regarded sports property, and the property may benefit from the financial support and promotional efforts of the sponsor. Image transfer is a way for both parties to leverage each other's strengths and build a mutually beneficial relationship.

Image Transfer Is Beneficial but Not Necessary for Effective Sponsorships