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With the emergence of Web 2.0 and social media, marketing brings in the era of hyper-measurability. Sponsorship campaigns are not an exception of this trend. Through a netnography of 6 ski resorts, this article focused on the impact of sponsorship campaigns. The relevance of this strategy is analyzed in relation to other brand association strategies such as co-branding. The main results show that the sponsorship is more effective with athletes from the ski resort. So it mainly induces emotional reactions which gives managerial contributions.