Happiness The primary function of sport is to create happiness.
For the Sponsor: Promote it and stage it.
Sharing Sport is one of the simplest practices to share.
The interest of the Sponsor: To be a facilitator of a shared passion.
The staging of sport is an opportunity to script the speeches, the interest of the sponsor is to sublimate the sporting spectacle.
Gamification The operational extension of sponsorship and are effective in moving from like to genuine commitment.
Commitment Consumers are ready to engage with sponsors (brands) who share their passions.