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The extra optimistic are sport-related emotions, the stronger their influence on the sponsorship persuasion process. The proposed mediating effect of attitude towards the event is partially supported. Research limitations/implications – The outcomes are limited by the small pattern measurement and the inherent bias of the verbal measurement of the emotional phenomenon. Originality/value – Despite omnipresence in sports events, feelings and their affect on sponsorship outcomes have not been clarified but, once simply disregarded by many students. This paper offers evidence that feelings can contribute to the formation of attitudes towards sponsors, in some circumstances mediated by angle in the path of the event. In addition, in line with the global reach of sports and sports sponsorship a comparison of outcomes between samples from Australia and France creates a useful contribution of this paper to advertising concept and practice. In the long run, this articulated process in the two sectors, culture and education, which is systematised and evaluated, will serve for example for other cities seeking to integrate arts, culture and sport into schooling for educational excellence and comprehensive training.
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