Xavier Quattrocchi-Oubradous is an artist-turned-investment-banker-turned-media-entrepreneur. After many years of cello practice, trying unsuccessfully to emulate his family roots, he graduated in management at Dauphine University, Paris and in political sciences at Sciences Po, Paris. His business career started with financing industrial projects at investment banks Calyon and GE Capital. He then launched a series of businesses in the marketing and communications industry - including QobliQ, a multinational group offering digital, sponsorship, corporate social responsibility (CSR), social media and experiential marketing services. He has published several articles in Admap. Dr Charles Bal was research manager and is now head of brandRapport France, a sponsorship and associative marketing consultancy owned by QobliQ Group. He has developed a new family of sponsorship measurements that take into account the highly emotional nature of sponsorship. As part of a cotutelle agreement between the University of Paris-1 Pantheon Sorbonne (France) and the University of Adelaide (Australia), in 2010 Charles completed a PhD examining the role played by emotions in the sponsorship persuasion process. He has already presented his results at marketing conferences in Europe and Asia-Pacific, and has published his work in several international reviews (Journal of Sponsorship, Asia-Pacific Journal of Marketing & Logistics, Admap).