TV sponsorship is a great way for brands to become associated with a particular piece. It is particularly effective if the content is relevant to the brand and if the sponsorship deal is for a long period. Sponsorship has become a very important part of many brands' long-term campaigns.
The stronger the relationship the viewer has with the programme, the more effective the sponsorship will be at driving these emotions towards the brand. Fans of programmes are more likely to also like the sponsor than normal viewers.
This relationship between the viewer and the programme – and how brands enter into it – is fundamental to how sponsorships work.
A current example of TV Sponsorship is Skoda sponsoring CSI on channel 5.
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