Sponsorship Improves Brand Image

One of the clearest findings is that both live attendance and live streaming improve sponsor brand image:

“Live streaming enhances brand image but does not influence brand loyalty or brand awareness.” (Noh et al., 2025)

This means that simply being visible during a broadcast already nudges audiences to view a sponsor more positively. In other words, exposure alone can polish brand perception.

Loyalty and Awareness Depend on Congruence

But the study goes further. While image benefits from exposure, brand loyalty and awareness only increase when the sponsorship feels like a natural fit with the live-streaming context.

“Congruence fully mediates the relationship between both consumption modes and brand loyalty and brand awareness, and partially mediates the relationship with brand image.” (Noh et al., 2025)

This suggests that it's not enough to place a logo on screen; audiences need to feel that the sponsor belongs there. A food brand, for example, may do well by highlighting late-night snacking in streams, while a tech company might emphasize performance and innovation.

Why This Matters for Live-Stream Campaigns

This research highlights a key principle: fit matters as much as presence. For marketers, that means two things:

• Exposure is still valuable. Sponsorship reliably boosts brand image, even without perfect alignment.
• Context amplifies results. Loyalty and awareness—the harder metrics to move—depend heavily on perceived fit between the brand and the stream.

Brands that tailor their messaging, visuals, and even choice of streamers to the streaming culture stand to gain the most.

Practical Takeaways for Marketers

• Think beyond impressions
  In live streaming, what matters is viewer-hours—how long an ad is actually on screen while people are watching.
• Align with the culture
  Adapt tone and design to match the energy of the category (competitive vs. casual, gaming vs. chatting).
• Support authenticity
  Overly intrusive or mismatched creative can backfire; subtle, integrated placements tend to feel more congruent.
• Use variety
  Smaller streams across different categories may actually create stronger perceived fit than one large placement.

Putting It Into Practice

For our own work in connecting brands with streamers, these findings reinforce why we focus on lightweight, non-intrusive banner placements and why congruence—choosing the right setting and presentation—is central to success. Research shows that's where sponsorships cross the line from exposure into lasting impact.

Final Thought

The bottom line is simple:

• Live-stream sponsorship improves how audiences see your brand.
• The real gains in loyalty and awareness come when the sponsorship feels authentic and well-matched.

For any brand considering live-streaming, that balance between visibility and fit is the key to long-term brand building.