The Air Jordan and Mountain Dew cases demonstrate how the image of a sport entity can associations for the sport brand They also raise a elp create strong, unique, and favorable ractical point for all sponsorship decsion makers The image of the pot entity you are think- ng about sponsoring should have the potential to either reinforce ar pesitively alter yatir brand Associations as a s ponsor. (24) Think about how the Priceless advertising campaign has used