Through music sponsorship, companies typically connect specific marketing objectives. In this context, the so-called image transfer is of great importance, where the intention is to transfer certain positive image components of the sponsored entity to the image of the sponsor. Alongside factual characteristics and personality traits, such as being youthful or dynamic, emotional image components are also intended to be transferred to the sponsor's image. By systematically influencing their image or the images of their brands and products, companies aim to participate in the positive image of the sponsored entity, thereby gaining an advantage over competitors. A key aspect here is the enhancement of the corporate image with positive emotions. Emotions play a significant role.