Purpose This thesis validates image transfer in sponsorships and explores the consequences of articulation on brand-event image transfer. Design/methodology/approach A between-group experiment was conducted (N=164) using a 3-level factor (a neutral condition, a sponsorship condition, and an articulated sponsorship condition) and six response measures (five brand associations and perceived brand-event fit). Findings Associations were successfully transferred from the event to the brand. The results suggest that sponsorship articulation increases the perceived brand-event fit and that it increased the transfer of the association that was used for the articulation. The ‘created’ brand-event fit did not translate into an increased transfer of associations. Practical implications The findings suggest that marketers can exert influence on which associations will be transferred. Articulation is likely to strengthen the transfer of particular associations and will enhance the perceived brand-event fit. Originality/value This thesis addresses the influence of sponsorship articulation on image transfer, thereby making a contribution to the understudied field of sponsorship-linked marketing. Moreover, it is the first paper that uses concept conditioning to explain image transfer effects in sponsorships.