Harvard Business Review LogoJune 10, 2026Daniel Shirey/Getty ImagesCompanies spend billions sponsoring major sporting events, yet many still evaluate success primarily through exposure metrics such as logo visibility and immediate brand recall. New researchThe two largest sports mega-events are coming to America. The United States, Canada, and Mexico are hosting the 2026 FIFA World Cup matches, and Los Angeles is hosting the 2028 Olympics and Paralympics. These events are not just iconic competitions and multicultural celebrations—they’re also marketing platforms for the world’s largest brands.
What Brands Get Wrong About Sports Sponsorships—and How to Get Them Right
Companies spend billions sponsoring major sporting events, yet many still evaluate success primarily through exposure metrics such as logo visibility and immediate brand recall. New research suggests those measures increasingly misrepresent sponsorship effectiveness because consumers form long-lasting, overlapping associations among brands, events, and competitors within crowded sponsorship ecosystems. Brands generate more enduring value when they focus less on visibility and more on authentic participation, distinctive experiences, and emotional engagement that strengthen trust and meaningful long-term recall.
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