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To date, no research has demonstrated the leveraging effect of sponsorship in other marketing activities in terms of behavior. To reduce this gap, a promotional mailing that highlighted (or not) the sponsorship status of a brand-name store was sent to 1,270 supporters, as well as 1,270 non-supporters, of the sponsored team. Their visiting and buying behavior was then monitored over a period of three weeks in twenty-eight of the sponsored stores. The results show that emphasizing sponsorship influences the behaviors of the team’s supporters, but not the behavior of non-supporters. This highlights the importance of consumers’ attachment to the sponsored entity.