Defining brand values through sponsorship

Purpose – The purpose of this paper is to consider sponsorship embedded within a brand strategy and how fit between the sponsor's and the sponsored brand provides a platform for the integrated communication of brand values. The importance of a service dimension to the brand in the form of retail outlets is considered. Design/methodology/approach – A case study research strategy was adopted. Other methods were used in the building of data and the triangulation of the findings: documentary analysis and participant observation also provided valuable insights. In particular, the environment in which the case study strategy was adopted demanded an understanding of the discourse on which the relationship was built and developed. Findings – Explains how the company integrated the sponsorship relationship within its communications and placed the relationship at the centre of its redefined brand strategy. The close semantic fit between the sponsoring and sponsored organisation helped to facilitate a co‐branding relationship and the service dimension of the brand provided an opportunity for a comparatively rapid redefinition of brand values. Practical implications – Develops an understanding of the methods by which sponsoring organisations may successfully meet corporate objectives. The findings show the considerable value of semantic fit if deployed appropriately. Originality/value – This paper conceptually structured the research outcomes within the context of existing research relating to the two issues of brand strategy and semantic fit.