{"id":351647,"date":"2026-09-08T14:35:01","date_gmt":"2026-09-08T12:35:01","guid":{"rendered":"https:\/\/rtrsports.com\/the-behavioral-hierarchy-theory-in-sports-sponsorships-learn-feel-do\/"},"modified":"2026-09-08T14:52:32","modified_gmt":"2026-09-08T12:52:32","slug":"the-behavioral-hierarchy-theory-in-sports-sponsorships-learn-feel-do","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/the-behavioral-hierarchy-theory-in-sports-sponsorships-learn-feel-do\/","title":{"rendered":"The Behavioral Hierarchy Theory in Sports Sponsorships: Learn, Feel, Do"},"content":{"rendered":"

There is a moment when a sponsorship stops being about a logo on a fairing. It is the moment when a marketing manager \u2014 who has spent years watching the Santander name on Alonso’s Ferrari, in championship races, in podcasts and on sports magazine covers \u2014 decides almost instinctively, when the time comes to choose a financial partner for his company, that Santander is a name he trusts. Not because he compared market rates. Because the association had already happened, and he never noticed.<\/p>\n

This mechanism has a name. In sports marketing, it is described through the behavioral hierarchy<\/strong> model, summarized in the sequence Learn \u2192 Feel \u2192 Do<\/strong>: three phases that describe how an audience moves from the unknown to purchasing behavior. It is a conceptually simple framework \u2014 which is precisely what makes it effective as a compass \u2014 and it captures with surprising precision what makes sports sponsorship<\/strong> different from any other communication tool. More than any other sector, motorsport is its ideal laboratory.<\/p>\n

The first phase: Learn<\/h2>\n

The learning phase is the most immediately recognizable. Millions of people around the world had no idea what Petronas was before the Malaysian energy company appeared on Yamaha’s fairings in the MotoGP championship. They did not know what Monster Energy produced before the brand became part of the aesthetic identity of Yamaha’s official bikes. They knew a name existed. That name entered the cultural memory of sport passively, without anyone needing to seek it out or consciously choose to learn it.<\/p>\n

It is a form of involuntary learning: the fan is not interrupted by an advertisement \u2014 they are immersed in an environment where the brand simply exists<\/em>. And where it appears with a frequency, consistency, and quality of context that no traditional advertising campaign can replicate. The sport’s media ecosystem \u2014 television, streaming, social media, specialist journalism \u2014 multiplies that exposure exponentially: in 2024 Formula 1 reached a global fanbase of 826.5 million, growing 12% year on year, driven by new markets in China, North America, and the Middle East.<\/p>\n

This applies equally to what is known as Marketing Through Sport<\/strong> \u2014 companies using sport as a communication channel \u2014 and to Sports Marketing<\/strong> in its broader sense. The distinction between these two disciplines, which is fundamental, is explored in a dedicated article on the types of sports marketing.<\/p>\n

The second phase: Feel<\/h2>\n

This is where sports sponsorship demonstrates its structural advantage over other channels. Sport \u2014 and motorsport in particular \u2014 is a systematic generator of high-intensity emotions: the tension of the final lap, the joy of victory, the tribal sense of belonging that comes from following a rider or team for years. These emotions are not created by the sponsor. They are transferred<\/em> to the sponsor.<\/p>\n

When a MotoGP rider crosses the finish line in front of hundreds of thousands of spectators in the stands, every brand on that bike shares that moment. Not metaphorically: psychologically. Research on classical conditioning applied to marketing shows that emotional associations between context and brand form even without conscious intent on the part of the consumer. Sport is one of the few environments where these associations are systematically positive, intense, and repeated over time \u2014 race after race, season after season.<\/p>\n

This is a fundamental distinction from traditional television advertising, which interrupts a pleasant experience rather than being part of it. A commercial asks the consumer to tolerate it; sports sponsorship asks the consumer to share the experience. That is not a detail: it is the difference between building visibility and building a relationship. It is why brands like Repsol, Gauloises, and Santander have become synonymous with their sport rather than simply names on a jersey.<\/p>\n

The third phase: Do<\/h2>\n

The Do<\/em> phase is the one that matters directly to a sponsor company’s CFO. But it is also the phase that cannot be reached by skipping the previous ones. A brand that appears on Formula 1 cars but has built no emotional association with the audience achieves visibility \u2014 a form of Learn<\/em> \u2014 without the intermediate step. That is the difference between recognizing a brand and preferring it.<\/p>\n

The Do<\/em> can take many different forms depending on the type of sponsor and the audience. For a consumer brand it is often a direct purchase, immediate or deferred. For a B2B company \u2014 and this is particularly relevant in top-level motorsport \u2014 the Do<\/em> may be a commercial contact request, the selection of a supplier in a negotiation, or the implicit preference that guides a tender process. Santander was not selling bank accounts in the Formula 1 paddock. Race by race, it was building the perception of being the kind of institution worth working with. The desired behavior came later, in contexts far removed from the track.<\/p>\n

For anyone looking to understand how to structure an investment that effectively traverses all three phases of the model, our dedicated page on MotoGP sponsorships<\/a> offers a concrete starting point: the types of partnership available, the activation channels, and the mechanisms through which the emotional association between brand and championship is built.<\/p>\n

Why the model is still useful today<\/h2>\n

The Learn \u2192 Feel \u2192 Do framework is not new: it has roots in consumer behavioral psychology and the classical marketing tradition. What makes it still valuable as a reading tool is its ability to describe how sponsorship works in a media ecosystem that has changed radically \u2014 but that has preserved, and in some respects amplified, the emotional dimension of sport.<\/p>\n

MotoGP has surpassed 50 million followers across its social channels, with engagement metrics that have continued to grow despite a reduction in the volume of content posted. Formula 1 added nearly 90 million new fans in 2024 alone. In both cases, the Learn<\/em> phase has expanded. But the Feel<\/em> phase has remained structurally intact. The emotion of competition, loyalty to a rider, the collective ritual of race day have not been eroded by digitalization \u2014 if anything, they have multiplied across formats.<\/p>\n

Treating sports sponsorship as a purchase of advertising space means ignoring the intermediate phase \u2014 the Feel<\/em> \u2014 which is precisely the one that justifies the cost and produces the return over time. It is the least measurable part of the model. And it is, perhaps not coincidentally, the one that the most effective campaigns place at the center.<\/p>\n

Frequently Asked Questions on Behavioral Hierarchy in Sports Sponsorships<\/h2>\n
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Frequently Asked Questions<\/b><\/h2>\r\n \r\n
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\r\n What is the Learn\u2013Feel\u2013Do model in sports sponsorships?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Why is sport particularly effective in the Feel phase?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n How does a MotoGP sponsorship traverse all three phases of the model?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n Does the Learn\u2013Feel\u2013Do model also apply in B2B?<\/b>\r\n <\/h3>\r\n\r\n
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\r\n What is the difference between brand awareness and the Learn phase of the model?<\/b>\r\n <\/h3>\r\n\r\n
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There is a moment when a sponsorship stops being about a logo on a fairing. It is the moment when a marketing manager \u2014 who has spent years watching the Santander name on Alonso’s Ferrari, in championship races, in podcasts and on sports magazine covers \u2014 decides almost instinctively, when the time comes to choose […]<\/p>\n","protected":false},"author":2,"featured_media":157541,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024],"tags":[],"class_list":["post-351647","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nBehavioral Hierarchy Theory in Sports Sponsorships: Learn, Feel, Do<\/title>\n<meta name=\"description\" content=\"Discover how the Learn-Feel-Do model explains why sports sponsorship builds brand preference better than any other tool. 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