A new study published in the Journal of Advertising has found that the average consumer tends to still connect the “old” sponsor with an event even after a new one takes over.

Researchers from Michigan State University discovered people were aware of the current sponsor during an event but after time revert to thinking that the old sponsor is still associated.

“The finding has important implications for incoming sponsors because it suggests their sponsorship dollars may be wasted as the old sponsor continues to benefit,” Assistant Professor Anna McAlister said.