A common challenge for corporations engaging in sport sponsorship activities lies in the evaluation of these activities. Some of the struggle is in the multitude of objectives that can be pursued through developing sponsorship relationships. Typical objectives include increasing brand awareness and recognition (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006), increasing sales (Choi, Stotlar, & Park, 2006) accessing specific target markets (Doherty & Murray, 2007), developing goodwill (Meenaghan, 2001), and positioning the brand (Ferreira, Hall, & Bennett, 2008). With so many differing objectives, it can be difficult to identify and/or develop standard rules, measurement scales, or generally accepted techniques that guide sport properties and corporate sponsors in their efforts to measure sponsorship effectiveness (Shankinlin & Kuzma, 1992). Despite the inherent challenges in doing so, this study examined the activation strategies employed by one Minor League Baseball team and three of its game night title sponsors as they pursued increased awareness, purchase intentions, and sales
