How can sponsorship enhance brand fame beyond awareness? What makes for a good brand sponsorship alignment and how should brands maximise the value beyond awareness. In this episode, Craig and Dean discuss brands that get it so right like Nike who have recently been on a hot streak with a series of winning sponsorships and we discuss if this was by plan or accident. We also discuss why so many brands get it wrong and what every brand to should do partner with the right property to make their brand famous.