Reebok is using high levels of public relations and media exposure, to accompany their sponsorship agreement with Sidney Crosby. This is called value-added sponsorship.

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Value-added sponsorship refers to a situation where a sponsor provides additional services beyond financial support to the sponsored entity, such as public relations and media exposure. Therefore, Reebok using high levels of public relations and media exposure to accompany their sponsorship agreement with Sidney Crosby is an example of value-added sponsorship.

Reebok Is Using High Levels of Public Relations and Media