Activation refers to the execution of which of the following?

• A. Endorsement Contract
• B. Sponsorship Agreement
• C. Licensing Agreement
• D. Promotional Campaign

Answer: (A)

Activation is about turning a contract into real action. When a brand activates an endorsement deal, it puts the agreement into motion by executing the promised activities—athlete appearances, approved advertising, social posts, product placements, and promotional events that bring the endorsement to life for fans. These concrete actions are what actually drive engagement and deliver on the sponsor’s investment.

The other terms set up rights and frameworks (a sponsorship agreement outlines the deal and benefits, licensing deals cover using IP, and a promotional campaign is a type of activity that could be part of activation). But activation, in this context, is specifically the execution of the endorsement contract itself.