Activation is the word that encompasses everything that a sponsor does in order to use their partnership with a team, both to their advantage and to the teams. This can mean everything from hosting corporate events at games to tents handing out free products to producing commercials that tout the partnership and use the team to help push the product. (A good example of the last one, involving the Portland Timbers and their jersey sponsor Alaska Airlines can be found here.) One thing that often gets overlooked in these sponsorship press releases is the note that states that the company now has the right to use the team logo and other images in their own advertising.
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