Emotion and Sport Sponsorship: Toward a Better Understanding of Emotional Connection Between a Brand and Consumer

Abstract

Purpose: This study investigates how fashion brands establish emotional connections with consumers through sport sponsorship. It examines the neuroscientific basis of emotion in consumer decision-making and the mechanisms of image transfer in sponsorship.
Methods: A qualitative case study methodology was employed, focusing on the British menswear brand Hackett. A multidisciplinary literature review, including neuroscience, marketing, and brand management, informed the analysis of sponsorship phenomena in real-life contexts.
Results: Findings reveal that Hackett uses sport sponsorship to generate emotional bonds via mechanisms such as identification, halo effect, symbolic meaning transfer, and the mere exposure effect. Partnerships—from historic polo and Formula One associations to contemporary Formula E involvement—demonstrate the role of emotionally charged sport contexts in reinforcing brand identity, extending product lines, and enhancing global visibility.
Conclusion: Sport sponsorship serves as a strategic emotive tool for fashion brands, enabling cross-cultural communication, sustaining brand coherence, and fostering durable consumer-brand relationships. These findings highlight the interplay between emotion, symbolic meaning, and marketing effectiveness in symbolic and identity-driven consumption contexts.