The use of sponsorship in communication has become a common marketing practice and has evoked considerable interest in marketing research. Consumer reactions have been investigated in terms of awareness and attitudinal effects. Nevertheless, the efficiency of sponsorship remains uncertain. Research on the integration of sponsorship messages in advertisements has shown that within an Elaboration Likelihood Model (ELM) framework, sponsorship can alter attitude towards a brand either directly on the central route of persuasion or indirectly via attitude towards the ad (aad). The persuasion effects are likely