Sponsorship and Product Placement: Matching Brands to Festivals and Sports Events

ble in festival-related events. If Dashelitos Company sponsors Jalapeno Festivals, it would be congruent as people often like eating in festivals and thus can use the sauces to add to the available foods or use a variety of the spicy foods the company offer to make their stay worthwhile. A sports event proves the most appropriate event that a personalized backpack and record bags would sponsor. The congruent between suc...