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This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship. We developed a conceptual model that synthesises three theoretical frameworks (evaluative conditioning, relationship marketing and brand equity), aiming to explain corporate co-branding in the context of sport sponsorship. Specifically, the proposed model posits that, in sport sponsorship, close consumer relationships with a sport brand leverage sponsor brand equity elements (brand familiarity, brand personality and brand image) and can lead to positive outcomes (word-of-mouth communications). We tested the proposed model using data collected from fans of two professional soccer teams (N = 280). The results of the study confirmed the proposed relationships and further provided new insights regarding the role of brand equity elements in creating �backward� effects to the sport brand (team). Moreover, the findings suggest that sport sponsorship might be the ideal context for co-branding partnerships between mature/high-equity brands.
