In this study, we examined how sponsorships, ambassadors and other collaboration strategies can be used to help strengthen a brand. To make the most out of the marketing budget, it is important to know what every marketing strategy can contribute to. The study focused on brands that mainly operate in the health and training industry. Our purpose with the study was to provide a basis for companies to use before collaborating with profiles, to better understand the potential benefits and risks the brand can equip.                                                                                                       

To assist us in examining the research, we used relevant theory and conducted semi-qualitative interviews. The interviewees all worked with collaborations in some way and in companies focusing on health and training.

The result showed that the main benefits come from exposure of the brand, which further results in customers getting a better brand knowledge. Other benefits, like improving the brand image and creating trustworthiness are other benefits companies gain through these collaborations. The results also show that the risks mainly stem from the potential controversial scandals a public figure can cause, that would affect the brand in a negative way.