Dr. Christian Lucas received his degree from the Carl-Friedrich-Gauß Faculty of the Technische Universität Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschläger. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.

• Comprehensive literature review on sponsorship effectiveness.- Effectiveness of leverage and activation instruments in sponsorship.- Country-specific differences in sponsorship effectiveness.- Managerial implications of the research findings.

Dr. Christian Lucas received his degree from the Carl-Friedrich-Gauß Faculty of the Technische Universität Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschläger. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.

• Comprehensive literature review on sponsorship effectiveness.- Effectiveness of leverage and activation instruments in sponsorship.- Country-specific differences in sponsorship effectiveness.- Managerial implications of the research findings.

Dr. Christian Lucas received his degree from the Carl-Friedrich-Gauß Faculty of the Technische Universität Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschläger. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.

• Comprehensive literature review on sponsorship effectiveness.- Effectiveness of leverage and activation instruments in sponsorship.- Country-specific differences in sponsorship effectiveness.- Managerial implications of the research findings.