The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the sponsorship should be seen as synonymous with Co-branding, ie. a synergy between two or more brands. This is based on a discussion in which partnerships between businesses, organizations and athletes are surrounded and influenced by association, linked to both parties, whose meanings are transferred from brand to the consumer and vice versa, which in turn affects their brand image and equity. The paper also presents an alternative approach to consumer feedback, concerning low-involvement products in high-involved contexts based on a discussion of sponsorship, as a form of branding, affects a recipient both cognitively but also emotionally. The conclusion suggests that a communicative model in which businesses interact with potential target groups through a common interest can give a competitive advantage over competing substitutes with low differentiation. This then becomes an effective way to penetrate the media clutter and reach a potential audience.