Decoding 2.0, commissioned by MKTG and powered by SRi, solidifies the need for a shift in thinking when selecting and marketing sport and lifestyle sponsorships. This unique study arms brand marketers with the quantitative data they need to specifically target those consumers most open to brand messaging in sponsorship as well as provides a specific roadmap that identifies those tactics likely to produce the most receptive fans. Until now, the sponsorship industry has focused more on fan passion and avidity to identify sponsorships and develop activation strategies; Decoding 2.0 reveals the need to also understand the importance of fan receptivity. We begin with the story of Receptivity. More ground-breaking stories to follow.