Despite its ubiquity in the field of sport and entertainment, very little is known about the impact of concurrent sponsoring on marketing effectiveness. This eye-tracking experiment (n=92) shows that viewers’ visual attention for sponsor signage is affected by the signage color of concurrent sponsors.
Further, sponsor brands can benefit from the perceived image of strong co-sponsor brands. These findings stress the importance of concurrent sponsor signage on capturing viewer attention and demonstrate that image attributes can spill over between co-sponsors.