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Radicchi, Elena. "Sports Sponsorship Evolution in the Economic Recession: Analytical Evidence from Empirical Cases." Physical Culture and Sport. Studies and Research 61, no. 1 (June 1, 2014): 51–64. http://dx.doi.org/10.2478/pcssr-2014-0005.
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Abstract Sport sponsorship has developed into a major global industry. Even though it is still a significant communication tool for companies, in recent years, sponsorship is no more just a matter of exposing a logo on a jersey or purchasing an in-stadium sign. Rather sponsors and sport entities should engage in an activity that enables them to exchange value. Sponsorships are moving toward complex patterns of interactions in which each “player” is engaged in a meaningful activity that can deliver mutual benefits. The aim of the paper is to analyze the sport sponsorship’s evolution in the latest economic recession. To understand the patterns of relations among different actors involved within a sport sponsorship arrangement, we take as “interpretive lenses” the strategic partnerships’ theoretical framework and make an application to a wide range of empirical sponsorship cases. Our main focus are national and international sponsorships related to professional teams and major sports events in which we are able to underline roles and strategic behaviors of sponsors and sport entities. The empirical analysis has been supported by a qualitative methodology. Data and information has been gathered using online secondary sources. Moreover, interviews with key executives and professionals involved within several sport sponsorships deals have been carried out. Findings suggest that sport sponsorships are assuming the role of a huge variety of agreements-exchange transactions, collaborations, strategic alliances, cooperation, consortia, etc.-that involve multiple complementary assets (technology, distribution channels, financial resources, etc.) and functions (R & D, marketing, organization, etc.). Furthermore, by implementing sports partnerships corporate and/or institutional actors are able to emerge among various stakeholders and to gain a global exposure.
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Vance, Lenny, Maria M. Raciti, and Meredith Lawley. "Beyond brand exposure: measuring the sponsorship halo effect." Measuring Business Excellence 20, no. 3 (August 15, 2016): 1–14. http://dx.doi.org/10.1108/mbe-07-2015-0037.
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Purpose Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared. Design/methodology/approach This archival analysis study is based on six years of brand tracking data (comprising some 15,500 consumer surveys) supplied by a large Australian company. A sponsorship portfolio matrix is developed to measure the halo effect. Findings This study demonstrates that a sponsorship’s halo effect can be measured and comparisons can be drawn across sponsorship types within a portfolio. The study shows that despite the significantly higher levels of brand awareness achieved by commercially oriented professional sports sponsorship types, community relations oriented sponsorship types achieve a greater halo effect because of their more positive impact on the sponsor’s brand attributes. Originality/value The matrix provides a valuable tool by which sponsorships can be compared, evaluated and managed to meet the longer-term brand and marketing objectives of a company.
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Waguespack, Blaise, and Scott Ambrose. "AIRLINE SPONSORSHIPS AND SPORTS – AN EXPLORATORY REVIEW OF MAJOR AIRLINE ENGAGEMENT." Journal of Air Transport Studies 10, no. 1 (January 1, 2019): 110–24. http://dx.doi.org/10.38008/jats.v10i1.19.
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Airline involvement in sport sponsorship has grown over the last few years as sponsorship activity has proven effective as one method to reach a global audience. Aiding in this move to the use of sponsorship is the growing role of social media networks that can be utilized with traditional media and event marketing activities to leverage the impact of the sponsorship. However, the extent of involvement in sports, the leading area of sponsorship activity, and across other events by the world’s major air carriers varies greatly. This review examines the reported sponsorships engagements in sports by leading global airlines at the airline’s web site.
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Kelly, Sarah Jane, Michael Ireland, Frank Alpert, and John Mangan. "The Impact of Alcohol Sponsorship in Sport Upon University Sportspeople." Journal of Sport Management 28, no. 4 (July 2014): 418–32. http://dx.doi.org/10.1123/jsm.2013-0078.
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An online survey was conducted to examine the alleged association between alcohol sponsorship of sports and alcohol consumption and attitudes toward sponsoring brands by Australian university sportspeople (i.e., university students representing their university in competitive sports;N= 501; 51% female). A third (33%) of participants reported receipt of alcohol industry sponsorship. Multiple regression analysis revealed an association between disordered consumption (i.e., alcohol abuse) and sportspeople’s receiving direct-to-user sponsorship in the form of product samples, volume club rebates, vouchers, or prizes. Positive attitudes toward alcohol sponsorship in sport correlated with dangerously excessive (i.e., acute) drinking. The evidence suggests that policy makers, sporting organizations, and universities should target specific sponsorships and consumption outcomes rather than considering an overall ban on alcohol industry sponsorship in sport. Results suggest that student-targeted policy and governance alternatives directed at team culture, attitudes toward alcohol, and more subtle forms of sponsorships (i.e., discounted product and vouchers) may be appropriate.
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Blake, Julian, Sonja Fourie, and Michael Goldman. "The relationship between sports sponsorships and corporate financial returns in South Africa." International Journal of Sports Marketing and Sponsorship 20, no. 1 (February 4, 2019): 2–25. http://dx.doi.org/10.1108/ijsms-12-2016-0088.
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Purpose Sponsorship is a major contributor to income in the South African sports arena, and is a critical component allowing sports unions to remain financially viable and sustainable. Sports sponsoring companies, however, have long questioned the financial returns generated from these ventures. The purpose of this paper is to understand whether financial returns of companies with sports sponsorship in South Africa are significantly different to those without. This research was conducted on Johannesburg Stock Exchange (JSE) listed companies that sponsored sport consistently between 2000 and 2015 for a period of two years. A quantitative methodology was employed whereby share price, revenue and earnings growth were analysed, comparing firms that did not adopt strategies involving sports sponsorships to those that did. Design/methodology/approach A quantitative methodology was employed, whereby share price, revenue and earnings growth were analysed, comparing firms that did not adopt strategies involving sports sponsorships to those that did. South Africa is an emerging market and a member of the BRICS Forum ranked 14th in the sport sponsorship market globally (Sport Marketing Frontiers, 2011), becoming increasingly dominant in the global sports industry (Goldman, 2011). The population consisted of JSE-listed Main Board and alternative exchange companies that participated in any form of consistent sports sponsorship in the given time frame: 2000-2015, where the company’s share price, revenue and earnings per share (EPS) data for the period were available from the INET BFA database. The JSE is ranked 17th in terms of market capitalisation (over $1 trillion) in the world, being the largest stock exchange on the African continent with over $30bn being traded on average monthly. Multiple journals today publish research done on the JSE, for example the International Journal of Sports Marketing and Sponsorship, Investment Analysts Journal and the South African Journal of Accounting Research. This stock exchange is 125 years old and has over 400 listed companies of which 358 are domestic (Kruger et al., 2014). Findings Results show that companies involved in sports sponsorship during the period analysed did not experience enhanced share price or revenue growth in excess of those companies not involved in sports sponsorship. As a whole, sports sponsoring companies did however experience greater income growth (EPS) than those companies not involved in sports sponsorship. Enhanced revenue growth was found in the consumer services sector, indicating that sport sponsorship in this sector drives brand image and recall resulting in enhanced revenues. These results though indicate that a multitude of differing objectives may exist for companies engaging with sports sponsorship, with increased sales not the singular objective. In general it is concluded that sports sponsorship is considered to achieve a broad spectrum of outcomes that are likely to contribute to increased profitability. Research limitations/implications The relatively small size of 40 firms on the JSE in the South African sports sponsorship market is a limitation for this research. The purely quantitative approach limited the ability to gain the required level of insight into those sectors with small samples, which a qualitative study would reveal. SABMiller as example could not be analysed against its sector peers, given that it is one of the most prominent and consistent sports sponsors in South Africa across all major sporting codes. The telecommunications sector was represented entirely by companies that were involved in sports sponsorship and, hence, no in-depth comparison could be conducted within this sector. Vodacom, a major sponsor of sport in South Africa, could not be compared with its peers utilising purely financial and statistical methods. Cell C is one of the most prominent sponsors of rugby in South Africa, through its title sponsorship of the Cell C Sharks, and was not included in this study as it is not listed on the JSE. It is suggested that such companies should be included in a qualitative study approach. Practical implications The results of the Mann-Whitney U test for the consumer services and financial sectors confirm no significant difference in EPS growth for companies utilising consistent sports sponsorship as part of their marketing mix to those that do not. The consumer services sector has seen above-average revenue growth from sports sponsorship compared with its sector peers; however, the sector was unable to convert this increased revenue growth into increased profits, suggesting that the cost of sponsoring, as well as the operating costs associated with sports sponsorship, counteract any growth in revenue. Social implications The sample of sports-sponsoring companies experienced a larger annual mean EPS growth rate of 30.6 per cent compared to the remaining JSE Main Board companies which grew EPS annually at 27.4 per cent. The results of the Mann-Whitney U test confirm a significant difference in EPS growth for companies utilising consistent sports sponsorship as part of their marketing mix. From a practical interpretive perspective, this result reveals that those companies in South Africa involved in sports sponsorship consistently attain greater than market-related profit growth. This poses some interesting points for discussion, given that revenue growth was not statistically different, which suggests that many sponsors are utilising the sponsorships for purposes other than sales growths that result in a profitable outcome. The potential range of options is large but would likely comprise the creation of stronger supplier relationships, resulting in optimised business inputs. Sponsors might be utilising sponsorships to improve corporate social status, which assists them in creating regulatory compliance, in some instances. Additionally, these sponsorships may be utilised to maintain key client relationships that provide the highest levels of profitability, and whilst this might not grow revenue through new business acquisition, it may result in higher profitability as a result of a loyal and stable customer base. Originality/value Much of the available research focusses on the sponsorship of specific sporting events and the share price impact thereof at specific occasions like the announcement, renewal and termination. Where research is conducted across a multitude of sporting events and codes, this predominantly focusses on share price performance only, with varying and somewhat inconclusive results. There is little research focussing on wider, more comprehensive sets of sponsored events and sporting codes, and that seeks to provide an understanding of financial returns for sponsoring properties. In a study of more than 50 US-based corporations it was found that, as a group, corporations which consistently invested in sports sponsorships outperformed market averages, and that those with higher sponsorship spend achieved higher returns (Jensen and Hsu, 2011). The study utilised descriptive statistics. More analysis, utilising detailed statistical analysis, is required to better understand the effects of sponsorship on the wider set of variables analysed. In this case, a five-year compound annual growth rate was calculated for stock price appreciation, total revenue, net income and EPS, and analysed descriptively with only means and standard deviation. Measurement of such variables assists with an understanding of the materialized results of sponsorship as opposed to much of the work in this field, which analyses market reactions to sponsorship announcements.
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Alonso Dos Santos, Manuel, Maria Huertas-Serrano, Manuel J. Sánchez-Franco, and Eduardo I. Torres-Moraga. "Alcohol versus sponsorship: effectiveness in sports posters." British Food Journal 123, no. 7 (February 23, 2021): 2398–413. http://dx.doi.org/10.1108/bfj-06-2020-0541.
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PurposeThe academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This study aims to examine the influence that sponsorship of an alcoholic product such as beer has on the sports spectator, and the level of efficacy with respect to congruent, alcohol, and incongruent sponsorship.Design/methodology/approachThe experiment was performed on 180 subjects considering three variables 3 × 3 × 2 (congruency type vs alcohol; sport discipline; placement). The experiment consisted of exposure to sponsored sports posters. Visual attention was recorded through eye tracking and then a self-reported questionnaire.FindingsThrough an experiment using eye tracking the results showed that the recall variable is higher among alcohol sponsorships and incongruent sponsorship, but it cannot be concluded either that the intention to buy or the attitude toward the brand differ among the sponsorships analyzed.Practical implicationsAlcohol brand is perceived as an incongruous brand in the context of sports sponsorship. Congruent sponsors attract more attention and recall, but no differences in terms of intention to buy. If purchase intent and consumption does not increase, perhaps sports sponsorship by alcohol brands should be reconsidered.Originality/valueThis research makes at least three relevant contributions to the scientific literature. (1) It examines the response to sponsorship in the media of the sports poster. (2) It analyses the consumer's response using neurophysiological means and provides new indicators in this area and (3) It compares performance indicators such as purchase intent, recall and brand attitude for alcoholic and non-alcoholic brand sponsors. These contributions could introduce new information about sponsorship performance.
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Pawar, Bhavya. "ROLE OF SPORTS SPONSORSHIP IN REVENUE GENERATION." International Journal of Social Science and Economic Research 08, no. 04 (2023): 731–36. http://dx.doi.org/10.46609/ijsser.2023.v08i04.013.
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Sports sponsorship's contribution to income generation has been a hotly debated issue in the business world. In return for opportunities for advertising or promotion, businesses back teams or sporting events financially through sports sponsorship. This essay looks at the value of sports sponsorship in terms of generating income for both the sponsor and the organisation being sponsored. The paper examines how sports sponsorship can aid businesses in gaining brand recognition, boosting sales, and cultivating customer loyalty. It also examines how athletic organisations can generate money for their operations and investments through sports sponsorship. The paper concludes that, if done strategically and with a clear grasp of the goals and objectives of both the sponsor and the sponsored entertainment, sports sponsorship can be a potent tool for revenue generation
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Pettigrew, Simone, Michael Rosenberg, Renee Ferguson, Stephen Houghton, and Lisa Wood. "Game on: do children absorb sports sponsorship messages?" Public Health Nutrition 16, no. 12 (January 11, 2013): 2197–204. http://dx.doi.org/10.1017/s1368980012005435.
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AbstractObjectiveIt is likely that there are substantial subconscious effects of organizations’ efforts to associate their products with sport via sponsorships, but most research methods are unable to capture these effects. The present study employed a novel projective technique to explore children's implicit associations between popular sports and a range of sports sponsors.DesignChildren participated in an activity using magnets bearing the logos of numerous sports and sponsors. They were invited to arrange the magnets on a whiteboard without being advised that the activity related to sponsorship.SettingPerth, Western Australia.SubjectsChildren (n 164) aged 5–12 years.ResultsThree-quarters (76 %) of the children aligned at least one correct sponsor magnet with the relevant sport. Just over half the children (54 %) correctly matched the most popular sport (an Australian Football League team) with its relevant sponsor (a fast-food chain).ConclusionsGiven the unstructured nature of the projective task, the results provide some support for the argument that sports sponsorship can effectively reach child audiences. This is of concern given the current extent of sponsorship by alcohol and fast-food companies.
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Kruger, Thomas S., Michael Goldman, and Mike Ward. "The impact of new, renewal and termination sponsorship announcements on share price returns." International Journal of Sports Marketing and Sponsorship 15, no. 4 (April 1, 2014): 10–25. http://dx.doi.org/10.1108/ijsms-15-04-2014-b003.
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What impact do sports sponsorship announcements have on the share price returns of sponsoring firms? This research examines the impact of new, renewal and termination sponsorship announcements on returns, employing event study methodology to analyse 118 announcements made by 19 firms over more than 11 years. The mixed findings across all three announcement types indicate the lack of consideration given to sponsorship investment by investors. The findings suggest that, although firms may position their sponsorships so that they contribute towards a competitive advantage, announcements of sports sponsorships are not always taken into account by the market.
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Zardini Filho, Carlos Eugenio. "Changing negative attitudes through sport sponsorship: a gender perspective in Brazil." Revista Brasileira de Marketing 18, no. 4 (October 1, 2019): 75–96. http://dx.doi.org/10.5585/remark.v18i4.16384.
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Objective: This study assesses if a sport sponsorship is able to change a negative attitude towards a brand, also investigating the influence on consumption intentions and differences in terms of gender.Method: A questionnaire applied on Brazilians was structured based on a repeated measure design. The instrument was segmented in different scenarios, whose first one brought negative information about a sponsoring fictitious brand. After selecting only participants who had developed negative attitudes in the first context, they were submitted to subsequent sports sponsorship scenarios, having their attitudes and consumption intentions measured. The second scenario associated the brand with sponsorships to football, having the third one also linking with football, but focusing on a community perspective. The last context approached volleyball, contextualizing the sponsorship in an Olympic/Paralympic frame. Relevance: Authors have been defending that the impact of sports sponsorships on attitudes is an important gap to be more investigated, where a lack of similar studies is clear.Results: In terms of gender, the football scenarios had a bigger influence on the male group, however, the Olympic/Paralympic frame was more efficient in women. In particular, the Scenario 3 showed the highest capacity of changing negative evaluations of attitude and consumption intentions.Contribution: In resume, it was demonstrated that sports sponsorship can change (minimize) a negative attitude towards a sponsor, with subsequent positive impacts on purchase intentions.
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Zdrilić, Ivica, Dino Kevrić, and Željko Vrkić. "Sponzorstvo u sportu na primjeru hrvatskih košarkaških klubova." Oeconomica Jadertina 7, no. 2 (December 28, 2017): 51. http://dx.doi.org/10.15291/oec.1405.
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Sports sponsorship is one of the fastest growing forms of marketing communication and as such it is extremely attractive to many companies looking for a more efficient way of attracting customers. The article presents a theoretical review of literature, from sports marketing and sponsorship in a broader sense to sports sponsorship, its main forms as well as the positive and negative aspects related to it. It presents an overview of the status of sports sponsorship in the Republic of Croatia and its development after the economic crisis. What is emphasized in this article is the research of sponsorship in sports on the example of Croatian basketball clubs, which examines how much do clubs invest in their marketing and what are their strategies in the process of attracting sponsors. The research was conducted on Croatian male first-league basketball clubs, showing that they do not have the appropriate strategy when looking for sponsorships, or they do not address the issue appropriately.
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Thwaites, Des. "Sports Sponsorship." Journal of Promotion Management 2, no. 1 (January 25, 1994): 27–44. http://dx.doi.org/10.1300/j057v02n01_03.
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Walraven, Merel, Ruud H. Koning, Tammo H. A. Bijmolt, and Bart Los. "Benchmarking Sports Sponsorship Performance: Efficiency Assessment With Data Envelopment Analysis." Journal of Sport Management 30, no. 4 (July 2016): 411–26. http://dx.doi.org/10.1123/jsm.2015-0117.
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Over the last decades, sports sponsorship has become a popular and expensive marketing instrument. However, in business practice, projects are often not evaluated properly and academic research considering both costs and benefits of sponsorship is limited. In response to the concern that investments in sports sponsorship should be made more accountable, we propose data envelopment analysis (DEA) as a method for benchmarking sponsorship efficiency, and illustrate its usefulness by applying it on a sample of 72 major Dutch sports sponsorship projects. We find an average efficiency level of almost 0.3, which implies that the average project would have attained the same results with 30% of its fee if it had been performing as well as its benchmark. The results reveal that 12.5% of the investigated sponsorships are fully efficient. Moreover, we find a high degree of variety in efficiency scores; 37.5% of the projects with an efficiency below 0.1. In addition, we show how DEA scores may be used by sponsor managers to identify peers, which are those projects that attain roughly the same sponsorship outcomes, but at lowest budgets. After estimating the efficiency scores, a second step in the analyses involves investigating which sponsorship characteristics affect sponsorship efficiency. For this purpose, we use the DEA scores as a dependent variable in a Tobit regression model. The findings suggest that sponsorship clutter negatively affects sponsorship efficiency, whereas sponsorship duration has a positive effect.
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Breuer, Christoph, and Christopher Rumpf. "The Impact of Color and Animation on Sports Viewers’ Attention to Televised Sponsorship Signage." Journal of Sport Management 29, no. 2 (March 2015): 170–83. http://dx.doi.org/10.1123/jsm.2013-0280.
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Although competition for viewers’ attention to sponsorship signage in sport telecasts has become a growing issue in sponsorship-linked marketing, sport management research has not yet investigated how to create eyecatching sponsorship signage in the cluttered visual surroundings of sport events without negatively affecting the viewers’ first objective: watching sports. This research takes into account the peculiarities of televised sport sponsorship platforms by including (1) the concurrent appearance of sport action and sponsor signage, (2) the color contrast between signage and sport surroundings, and (3) viewer confusion as a reaction to an overload of sponsorship information. Based on a laboratory study, it was found that both color and animation significantly impact sports viewers’ attention. However, animation can lead to visual confusion for television sport viewers, and may jeopardize intended sponsorship effects. These findings provide scientific evidence for the opportunities and risks of visual features in sponsorship-linked marketing.
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Dumitru, Iulian, and Florin Nichifor. "Contemporary dimensions of sports sponsorship." Timisoara Physical Education and Rehabilitation Journal 7, no. 13 (December 1, 2014): 133–39. http://dx.doi.org/10.1515/tperj-2015-0023.
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Abstract Marketing developed close relation with sponsorship since the beginnings of the industrial era of sports. The relation has transformed in a stable relation, the two forces - the sponsor and the sponsored - transforming into two companions of journey. The effort undertaken in this work was focused on analyzing the modern aspects of the partnership generated through sports sponsorship.The current issue and sport sponsorship has come a long way since the first action of its kind until now. Based on the presentation of new concepts on the development efforts in sport sponsorship, content provides a detailed analysis of the actual specifics of this type of activity. Analysis of influence vectors sponsorship process gives us a picture of the forces that can act on this. At the end of our research we focused attention on elements that empowers sports portfolio in terms of corporate interest, the potentiation commercial message and image association. This technique of promotional community for and through sports is maybe the one that manifests the most “laic” status among the promotional forms. This epithet implies a metaphorical approach given by the possibility of accomplishing some objectives that can have some more obvious “corporality” than in the case of the other forms of promotion used in the sports industry. Sports sponsorship has been an early ally of sports, and has remained a basic communicational technique. This fact is due to some determination in double sense: on the one hand, sport has adapted permanently to the dynamics of the range of sponsorship techniques and, on the other hand, the sponsorship tried to use the chameleon-like offer of the sports potential.
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de Alcântara, Jessica Nunes, Gideon Carvalho de Benedicto, and Sabrina Soares da Silva. "Possible key factors for Brazilian publicly traded companies to adopt a sponsorship strategy." Journal of Strategy and Management 12, no. 4 (November 1, 2019): 429–46. http://dx.doi.org/10.1108/jsma-04-2018-0029.
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Purpose The purpose of this paper is to identify organizational and industrial characteristics of publicly traded Brazilian firms with sport and cultural sponsorships. Design/methodology/approach Secondary data, as organization variables and industry level variables, were sourced from Economatica®. The data were analyzed using logistic regression. Findings Both size and asset profitability were associated with a sponsorship strategy. Both industry concentration and company size are positively related to both cultural and sport sponsorship strategies. Research limitations/implications The findings in this paper provide support to resource-based view and SPC theories. The notable limitation of the study is the reliance on non-standardized social reporting. Originality/value This paper fulfills an identified need to study the importance for sponsorship to companies’ performance. The adoption of sponsorship strategies has been growing in Brazil and becoming more and more important for sponsor companies’ performance and in developing these industries, sport and creative. Through culture and sports, companies try to add value to their brands, delivering a socially responsible image to the audience.
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Gwinner, Kevin, and Gregg Bennett. "The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship Context." Journal of Sport Management 22, no. 4 (July 2008): 410–26. http://dx.doi.org/10.1123/jsm.22.4.410.
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This investigation analyzed the effects of sport identification and brand cohesiveness as predictors of brand fit in a unique sponsorship context by examining consumer responses to event sponsorships of the Dew Action Sports Tour. An additional focus of this research endeavor assessed the impact of brand fit on two important consumer behavioral outcomes: attitude toward sponsors and purchase intentions. Data were collected from 552 attendees at the Louisville, Kentucky stop of the Dew Action Sports Tour. The results of the study support our hypotheses that fit impacts attitude toward the sponsor which has a positive influence on consumer’s purchase intentions. The examination of influence that brand cohesiveness and sport identification have on fit perceptions extends our theoretical understanding of fit in a sponsorship context as up until now, research in this area has focused almost exclusively on outcomes of fit and not on those variables that might influence fit.
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Copeland, Robert, Wendy Frisby, and Ron McCarville. "Understanding the Sport Sponsorship Process from a Corporate Perspective." Journal of Sport Management 10, no. 1 (January 1996): 32–48. http://dx.doi.org/10.1123/jsm.10.1.32.
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Canadian corporations with advertising budgets in excess of $50,000 Cdn that are currently involved in sport sponsorship were contacted through a mailed survey. They were asked about the length and nature of their sport sponsorship involvements, the criteria used to select events, post-event evaluation methods, and reasons for discontinuing past sponsorships. The results revealed that these companies valued sport sponsorship as an important form of marketing communication but supplemented sponsorship initiatives with a variety of other communication measures. None viewed sponsorship as a philanthropic exercise. Respondents repeatedly noted the importance of return on investment in making sponsorship decisions. They valued exclusivity, public awareness, and positive image above other criteria when selecting sponsorship opportunities. Most of the sponsors had discontinued a sponsorship relationship in the past. Furthermore, only one-third of the sponsors felt that the benefits exchanged with sport organizers were fair and equitable.
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McKechnie, Donelda S. "PromoSeven Sports Marketing." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–5. http://dx.doi.org/10.1108/20450621111110348.
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Subject area Sport marketing, sponsorship, marketing strategy, event management. Study level/applicability Undergraduate and Postgraduate Business and Management. Case overview This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew attention to Dubai's financial situation. Expected learning outcomes This case can be used to teach sport marketing, sponsorship, event management, and marketing strategy. It can also be used to identify target market segments for sports and the positioning that may appeal to those segments. Supplementary materials A teaching note is available on request.
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Dietl, Helmut M., Anil Özdemir, and Nicolas Schweizer. "Outsourcing sports sponsorship activities: a multi-theoretical approach." Sport, Business and Management: An International Journal 7, no. 1 (March 13, 2017): 77–96. http://dx.doi.org/10.1108/sbm-09-2014-0041.
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Purpose The purpose of this paper is to understand and explain why some professional sports organizations outsource their sponsorship-related activities to sports marketing agencies, whereas others purposely retain these activities in-house. Design/methodology/approach The paper applies transaction cost economics (TCE) and the resource-based view (RBV) to outsourcing of sports sponsorship activities. It examines the extent determinants descending from these theories influence the sourcing choice of professional sports organizations. Findings This paper argues that determinants derived from TCE and the RBV are useful to understand the factors likely to influence an outsourcing decision and to analyze which sponsorship-related activities are more or less likely to be outsourced. However, these determinants are insufficient to shed light on why sports organizations arrive at different conclusions about their internal and external environments. With recourse to contingency theory, the authors propose two additional contingencies that affect the sourcing decision: a sport organization’s size and its degree of professionalism. This integrative conceptual framework improves the understanding of sports sponsorship outsourcing, makes several propositions, and paves the way for future empirical research in sports sponsorship. Originality/value This is the first paper to apply classical theoretical concepts to outsourcing sports sponsorship activities. As a conceptual paper, it hopes to stimulate further research on outsourcing in sports sponsorship and on the relationship between sports organizations and sports marketing agencies.
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Dzoolkarnain, Hasyyati Husna, Azlina Zid, Mohd Noorazlan Ab Aziz, Mustakim Hashim, and Nur Adliana Rozaidi. "Sport Sponsorship and Purchase Intention Among Football League Fans: A Literature Review." Malaysian Journal of Social Sciences and Humanities (MJSSH) 8, no. 6 (June 30, 2023): e002385. http://dx.doi.org/10.47405/mjssh.v8i6.2385.
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The practice of sponsorship back to ancient Greece and Roman eras, and the word "sponsorship" is derived from the Greek word "horigia" which means guarantor. The involvement of companies in sponsorship has attract many audiences and achieve their objectives. This paper conceptualizes sport sponsorship and some factors such as attitude toward sponsor, sponsor-event fit, favourability and perceived ubiquity. Sponsors point of perspective have stated that the most useful signal in sports sponsorship is purchase intention. Purchase intention also seeing as the gesture of goodwill or element that will return the sponsor for supporting them. There are four factors used in measuring the purchase intention. It is including trust, reputation, familiarity, and intention. Hence, it is extremely important to explore sports sponsorship impact, its influencing aspects, and how to build a sports sponsorship with other measurement approach.
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Sukma, Fahrizal, and Nafiah Ariyani. "The Benefit Of Sponsorship Program : A Systematic Literature Review." Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 6, no. 4 (February 9, 2024): 5235–55. http://dx.doi.org/10.47467/alkharaj.v6i4.1091.
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Sponsorship can be cost-effective in terms of reaching a particular audience. It allows access to specific audiences that otherwise might be difficult to achieve. All sectors of society can be targeted and gained through sponsorship. They are sports, the arts, education, community, and broadcast. Sponsorship can also achieve many different objectives, including increased awareness, image enhancement, and improved relationships with various publics. However, sponsorship also has disadvantages, so companies must prepare a risk mitigation plan. This research will reveal the benefits obtained by the company after implementing the sponsorship program. In detail, it will discuss which sectors are utilizing the sponsorship program, the purpose of conducting it, and the effects or benefits the company gets from implementing the sponsorship program. This study is based on a systematic literature review. The online research used the Google Scholar database by browsing titles, abstracts, and keywords to locate empirical research studies in peer-reviewed journals recently published in 2018-2022. They are 20 articles selected because of their rather relevance to the topic. The sports sector is the highest sector that utilizes sponsorship programs. Sponsorship of sports is not necessarily specific to sports; sponsorship has provided an opportunity for commercial advertising by corporations and businesses also represents the industrial component of the sport product and is manifested through commercial advertising of its industrial aspect. The majority of the researchers revealed how the effect of the sponsorship program. This is in line with the theory that one of the advantages of sponsorship programs is the results of sponsorship programs can be measured through surveys. Based on the analysis of selected articles, sponsorship programs provide many benefits for companies, such as increasing awareness and the credibility of companies and their products. Sponsorship programs provide shared value (engagement); for instance, in sports, this value is formed among sponsors, sports clubs, and athletes.
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Martino, Florentine, Alexandra Chung, Jane Potter, Tara Heneghan, Melanie Chisholm, Devorah Riesenberg, Adyya Gupta, and Kathryn Backholer. "A state-wide audit of unhealthy sponsorship within junior sporting clubs in Victoria, Australia." Public Health Nutrition 24, no. 12 (May 26, 2021): 3797–804. http://dx.doi.org/10.1017/s1368980021002159.
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AbstractObjective:To systematically audit the extent of unhealthy sponsorship within junior community sporting clubs and ascertain whether differences exist across geographical areas and sport types.Design:Club sponsorship data were assessed to determine the extent of unhealthy food/beverage, alcohol and gambling sponsorship using a cross-sectional design. Differences across geographical areas were assessed using logistic regressions.Setting:A stratified random sampling procedure was used to select thirty communities across the state of Victoria, Australia. Within each community, local clubs across the top eight participating junior sports were selected for audit.Participants:Sponsorship data were collected from 191 club websites and Facebook pages in September–November 2019.Results:Unhealthy sponsorships represented 8·9 % of all identified sponsorship arrangements. A quarter of all clubs accepted alcohol (25·6 %) and unhealthy food sponsors (25·9 %), and one-fifth of all clubs accepted high-risk food (unhealthy brands with large market share) (18·1 %) and gambling sponsors (20·4 %). Acceptance of unhealthy sponsorship differed across sport types with football, netball, cricket and soccer clubs having the greatest numbers. Compared with metro areas, a significantly greater proportion of sporting clubs in regional areas were affiliated with unhealthy food (32·7 % v. 19·6 %) and high-risk food sponsors (26·9 % v. 9·8 %). A higher proportion of clubs in low socio-economic status (SES), compared with the high SES areas, were affiliated with alcohol (33·9 % v. 16·5 %) and gambling sponsors (27·4 % v. 12·6 %).Conclusion:Victorian children participating in community junior sports are being exposed to marketing of unhealthy brands and products. Public health intervention is necessary to protect children from this exposure.
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Komskienė, Diana, and Kristina Bobinaitė. "SPORT SPONSORSHIP AS A STRATEGIC TOOL." Laisvalaikio tyrimai 2, no. 4 (2014): 1–10. http://dx.doi.org/10.33607/elt.v2i4.209.
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Research background. Sponsorship and sports marketing have been in existence for years and now have been greatly expanded and developed. Organizers of major events can hardly expect to receive some funds without expecting to give something back in return. Historically, sponsorship originated as an inexpensive addition to the marketing mix and was perceived as a philanthropic endeavour. In other words, corporations classified sponsorship as a donation and it was not considered a ‘marketing expense’, but nowadays it has changed significantly (Abiodun, 2011; Seguin et al., 2005). The attitude changed with regard to sponsorship when corporations began searching for a return on investment from donations made to various organisations (Meenaghan, 1991; Ramanantsoa, Thiery-Balé, 1989; Wilkinson, 1993). This came after a substantial increase in resources allocated to sponsorship, meaning that sponsorship became increasingly recognised as a valid promotional tool, a business expense that needed justification in the form of Return On Investment (Seguin et al., 2005). In addition, we have to keep track of constantly changing information. Nowadays, sponsors are increasingly more strategic in their approach to seeking value from sponsorship opportunities. Therefore, it is meaningful to understand that sponsorship is beneficial for both sides. Sponsorship proposals, for sport organizations, can help to achieve investment opportunities for business enterprises. For sponsors themselves, sponsorship can achieve even the most important company goals, such as access to a new marketplace, increased sales, (which directly will bring the capability of an organization to grow), increased popularity, strengthened image. Nowadays, sponsors are increasingly more strategic in their approach of seeking value from sponsorship opportunities. Furthermore, it is very important to understand how sponsors decisions will affect all of the organization in a strategic prospect. This could take us to a better comprehension of the key areas to be considered in the development of sponsorship proposals. Many of sports sponsorship proposals are counterproductive, because not taking into account the existing relationship between sponsorship and companies strategies. Results and findings. Organization situation is the firm’s goals, capabilities and resources. In organizations one of the most important strategic goals is to increase popularity, strengthen the image, achievement on the new market segment resources (Mitchel et al., 2013; Lane, 2009). The company can be sponsoring sport events which can bring new markets to it, positioning against competitors and other objectives. Product – market situation is the product category comparison new to the marketplace, growing, maturing or declining (Lane, 2009). Sponsoring can help achieve new marketplace, increase in sales which directly will bring capability of the organization to grow. A company involved in sports sponsorships can send instant messages to millions of potential buyers, generate community goodwill part, but most importantly it can increase market share and profit (Bocse et al., 2012). Competitive situation is how many competitors there are. What are their characteristics and marketing methods (Lane, 2009)? In essence, sport sponsorship has become a powerful marketing strategy used by firms to communicate with vast external and internal audiences to differentiate themselves from competitors (Cornwell, 2008), with the ultimate goal to orienting consumer’s preferences toward sponsors’ products (Barros, Silvestre, 2006) (Biscaia et al., 2013). Companies that are able to successfully tap into a consumer’s psychological connectedness with a sports team and can become more meaningful to that consumer (Henseler et al., 2011), what makes benefits and extension for brands and relationship. Environmental situation is what industry-wide and company–specific environmental opportunities and threats are most important (Mitchel et al., 2011; Lane, 2009). Quinn defines strategic decisions as “those decisions that determine the overall direction of an enterprise and its ultimate viability in light of the unpredictable and the unknowable changes that may occur in its most important surrounding environments.” (Shank, 2009, p. 342). It is a two-way street for both the sports entity and the sponsoring organization whereby the latter, tends to associate itself or its brands with the positive images obtained by the unique personality of the sporting event (Abiodun, 2011). The advantage of image building, promoted in a long term strategy, lies in the impact it has on an audience – target accurately determined because of the fittest event (Bocse et al., 2012). In our research we define the scope of effect of sport sponsorship on sponsors and reveal the sports sponsorship opportunities and links in sponsors’ strategic planning. The research method is content analyses and systemizing based upon theoretical framework. Keywords: sponsorship, sport sponsorship proposal, strategy.
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Gorelikov, Valery. "SPONSORSHIP AS A FORM OF MARKETING PRODUCT IN SPORTS." SCIENCE AND SPORT: current trends 8, no. 4 (December 1, 2020): 78–85. http://dx.doi.org/10.36028/2308-8826-2020-8-4-78-85.
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Purpose of Research – to find out the role of sponsorship in the revenue of sports organizations and determine the requirements for this product for its effective realization in the future. Research Methods. The basic methods used in this experiment are content analysis and theoretical research. The sources of information were reporting and analytical reviews, interviews of sport finance experts and marketers, annual reports of federations, leagues and clubs, reports of consulting companies, and websites of the mentioned structures. Research results. The authors carried out the analysis of key marketing products in sports, study of markets of sports sponsorship, international sports events and sports organizations to identify main marketing products in sports, with emphasis on the sponsorship, international and Russian markets. The authors assessed Russian market and explored its development prospects. Conclusion. The study revealed the basic requirements for sponsorship as a marketing product in sports, which are essential for its effective implementation and the increase of profit of sports organizations. The fulfillment of these requirements for sponsorship can become a new growth point of income.
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Johnston, Margaret A., and Luc R. Bourgeois. "Third-person perceptions of gambling sponsorship advertising." Sport, Business and Management: An International Journal 5, no. 5 (November 9, 2015): 413–34. http://dx.doi.org/10.1108/sbm-04-2015-0015.
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Purpose – The purpose of this paper is to examine perceptual and behavioural components of the third-person effect for sport sponsorship marketing communications by legalised gambling companies. Specifically, this research examines judgements about the perceived influence of gambling sponsorship on self, children, and other adults. It also investigates behavioural reactions towards the censorship of gambling sponsorship, and intentions to gamble with sponsors. Design/methodology/approach – An online survey was fielded to a commercial consumer database and yielded 511 usable responses. Four hypotheses were tested to examine perceptions of the effects of gambling sponsorship on self and on others, and whether perceived differences in self/other effects influenced pro-censorship behaviours and gambling intentions. Findings – Findings reveal a range of responses to sport sponsorship by gambling companies. Some individuals view gambling sponsorship positively, they are anti-censorship, and happy to bet with sponsors. Others, who bet on sports, but have no particular allegiance to gambling sponsors, appear highly protective of children, and endorse censorship. Research limitations/implications – This study focused on the perceived impact of gambling sponsorship on other adults and on children. Future research may consider targeting more specific groups such as other sports fans, others engaged in online sports betting, or primary/secondary school age children. Originality/value – This study provides new insights on sponsorship effects, specifically public perceptions of gambling sponsorship advertising and their associated behavioural consequences.
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Jalleh, Geoffrey, Robert J. Donovan, Billie Giles-Corti, and C. D'Arcy J. Holman. "Sponsorship: Impact on Brand Awareness and Brand Attitudes." Social Marketing Quarterly 8, no. 1 (March 2002): 35–45. http://dx.doi.org/10.1080/15245000212545.
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Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in Australia and overseas. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations' events sponsored by health promoting organizations. However, in spite of substantial commercial and health expenditures, there has been little published systematic evaluation of sponsorship. Recent years have seen far more attention to this area. This article presents the results of a study designed to evaluate sponsorship effectiveness in terms of its two main communication objectives: brand awareness and brand attitude. Two health and four commercial sponsorships were evaluated at two major sporting events. Overall, the data suggest that sponsorship can influence both brand awareness and brand attitude, and that the health sponsorships had more impact than the commercial sponsors studied. These and other data confirm the potential usefulness for greater use of sponsorship in social marketing campaigns.
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Mehdi, Mokhalles M. "Sports Sponsorship Development Company: Image and Creating Competitive Advantage." Ushus - Journal of Business Management 12, no. 4 (September 9, 2013): 83–99. http://dx.doi.org/10.12725/ujbm.25.5.
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Companies are using sports-sponsorship to enhance the image of their products and to create competitive advantage in the market in-terms of uniqueness. Considering the example of competitive advantage, Nike in design, FedEx in quick delivery, and Wal-Mart in low price, the objective of the study is to investigate the effect of sport-sponsorship technique on brand image and the competitive advantage. In addition, the study will identify the relationship between celebrity endorsements and how the endorsements have an impact on buying behavior. The study covers both the primary investigation and secondary literature review. Data was collected with help of structured questionnaire and analyzed by using several statistical techniques such as Chi-Square test, Paired t-Test and Regression analysis (used to identify the relationship between sports celebrity endorsements and buying behavior).Research has indicated that live broadcast of sport sponsorship gets the favour of the respondent. Research has revealed that companies should prefer advertising as a sport-sponsorship technique to increase the brand awareness. Findings of the study indicate that for advertising, companies need to be cautious while selecting other medium of sponsorship. The study concludes that there is a relationship between sports celebrity endorsement and consumer buying behavior.
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Hunt, James B., and Tammy G. Hunt. "The Effect of Sport Sponsorship on Brand Equity: A Study Within the Context of Professional Soccer." Archives of Business Research 10, no. 10 (October 28, 2022): 96–113. http://dx.doi.org/10.14738/abr.1010.13289.
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This study examines the effects of sport sponsorship on brand equity. More precisely, the impact of sport sponsorship is assessed for each of Aaker’s (1991) components of brand equity: brand personality; brand awareness; brand associations; perceived quality; brand loyalty. Research is conducted within the domain of a sports team sponsorship, specifically Nivea Men’s sponsorship of Liverpool Football Club. The results demonstrate that all five components of brand equity are positively influenced by sport sponsorship, ultimately supporting the proposition that sport sponsorship has a positive impact on brand equity. While sponsorship may not by itself be sufficient for brand equity building or sales enhancement, sponsors should be able to leverage their association with the team to promote their benefits and motivate fan engagement.
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Ghazali, Norfazlina. "Sport Sponsorships: Employee attitudes, Organizational Identification and Inter - Organizational Citizenship." ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL 3, no. 2 (December 31, 2017): 1. http://dx.doi.org/10.24191/abrij.v3i2.10091.
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The objective of this research is to explore the nature and prevalence of inter-organisationalcitizenship behaviours within a sponsorship-rights holder relationship. This research willconceptualise sponsorship as an inter-organisational relationship and investigate how thisinter-organisational relationship impacts the employees of sponsors’ organisation. Recentstudies emphasize that understanding the mechanics of sports sponsorship is critical to itssuccess. However, there is a lack of research investigating sponsorships as an interorganisationalrelationship. This is a gap that would be valuable to fill, because an understanding of inter-organisational relationship principles would assist both sponsors and rights holders to initiate and develop more effective sponsorship relationships. Exploring the phenomenon in Malaysia as the research setting, this study will focus the sponsorship in the football industries in Malaysia.
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Wagner, Ulrik. "Agency constraints and possibilities: Athletes manoeuvring between the logics of community, market, profession and corporation in their quest for individual sponsorships." International Review for the Sociology of Sport 53, no. 2 (April 25, 2016): 213–33. http://dx.doi.org/10.1177/1012690216643953.
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The purpose of this qualitative study is to add a sociological dimension to sponsorship research, which is otherwise dominated by marketing research. This paper analyses how world-class but often not well-paid athletes from time-consuming endurance sports like rowing and triathlon seek individual sponsorships as a strategy to improve their financial situation. With regard to theory, an institutional logics perspective is adopted in which logics both provide tools for individual actors as well as representing agency constraints. To understand how athletes cope with the encounter between sport and business, insights from micro-sociology are employed. The findings indicate that various roles are performed, that sponsorship commitment is an issue of finding a balance between ‘gameworthiness’ and integrity and that the quest for an individual sponsorship is deselected as an option by some athletes. These insights are used to sketch out the paradox of sponsorship commitment, where time-consuming sponsorship engagement as a solution to athletes’ financial problems may potentially undermine their professional identity, which is characterised by the quality of their craft – the quality that simultaneously makes the athlete a market asset.
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Solanellas Donato, Francesc, and Joan Borriesser Roldán. "Estudio comparativo del patrocinio de equipos profesionales en España. El caso del futbol, baloncesto, balonmano y hockey (Comparative study of professional teams sponsorships in Spain. The case of football, basketball, handball, and hockey)." Retos, no. 34 (February 6, 2018): 205–11. http://dx.doi.org/10.47197/retos.v0i34.59354.
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Este artículo tiene como objetivo estudiar el patrocinio deportivo en España basándose en los deportes de futbol, baloncesto, balonmanoy hockey patines. A pesar del contexto socio-económico del país, el patrocinio deportivo es una de las herramientas más utilizadas para generar ingresos. Los deportes mencionados son los deportes de equipo más practicados en nuestro país y utilizan el patrocinio como herramienta para obtener más recursos que les permitan conseguir sus objetivos. Sin embargo, nuestra hipótesis es que existen diferencias en la manera cómo utilizan el patrocinio los diferentes deportes. El número de patrocinadores, el tipo de patrocinio, su visibilidad, su presencia en la página web son algunas de las variables utilizadas para realizar dicha comparación. Los resultados confirman la hipótesis que existen diferencias significativas entre los diferentes deportes especialmente por lo que hace referencia al número de patrocinadores y como emplean los naming right. Consideramos que los datos que se aportan en este estudio son un primer paso en el desarrollo de la metodología de análisis del patrocinio. Este hecho puede permitirnos ampliar el estudio a más deportes, más organizaciones deportivas y a más territorios lo que nos permitiría avanzar en un estudio más global sobre el patrocinio deportivo.Abstract.The aim of this paper is to study the sport sponsorships in Spain based on team sports such as basketball, handball, football, and roller hockey. Although the Spanish socio-economic context is not good, sponsorships are among the most common tools to generate revenues. The referred team sports are the most practiced in Spain and they are using sponsorship to achieve their yearly objectives. However, our hypothesis is that there are differences about how each of the analyzed sport federation is using their sponsors. The number of sponsors, type of sponsorship, and visibility in the web page are some of the variables used to compare among sports. Results confirm our hypothesis that there are significant differences among these sports. We should underline variables like the number of sponsors by club and how they use the naming rights. This paper should be the first step in order to develop a methodology to analyze sponsorship. Consequently, we can extend our research to other sports and countries. Doing so, this will allow us to progress in a more global view of Sponsorship over the world.
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Şahin, Mehmet. "The Influence of Globalization on Turkish Sports." Journal of Education and Training Studies 6, no. 4 (March 6, 2018): 26. http://dx.doi.org/10.11114/jets.v6i4.2995.
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This paper addresses the phenomenon of globalization, which has also spread to sports, in terms of its economic, social and cultural aspects; while discussing the concept based on examples from the discipline of football in the premier league of Turkey. In this framework, sports labor emigration mobility is handled, and sponsorship and the effects of globalization in Turkey’s sport is examined in terms of relationships between media and sports. The paper also provides concrete examples from the national and international sports circles by framing the fields where globalization becomes apparent in sports. In this framework, this article addresses the sport labor migration, and studies the effect of globalization in Turkish sports within the relations among sponsorship, media and sports.
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Dixon, Helen, Maree Scully, Melanie Wakefield, Bridget Kelly, and Simone Pettigrew. "Community junior sport sponsorship: an online experiment assessing children’s responses to unhealthy food v. pro-health sponsorship options." Public Health Nutrition 21, no. 6 (December 6, 2017): 1176–85. http://dx.doi.org/10.1017/s1368980017003561.
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AbstractObjectiveTo explore children’s responses to sponsorship of community junior sport by unhealthy food brands and investigate the utility of alternative, pro-health sponsorship options.DesignBetween-subjects experiment, with four sponsorship conditions: A, non-food branding (control); B, unhealthy food branding; C, healthier food branding; D, obesity prevention campaign branding.SettingOnline experiment conducted in schools. Participants were shown a junior sports pack for their favourite sport that contained merchandise with branding representing their assigned sponsorship condition. Participants viewed and rated the sports pack, completed a distractor task, then completed questions assessing brand awareness, brand attitudes and preference for food sponsors’ products.SubjectsStudents in grades 1 to 3 (aged 5–10 years; n 1124) from schools in metropolitan Melbourne, Australia.ResultsCompared with the control condition, there were no significant effects of unhealthy food branding on awareness of, attitudes towards or preference for these brands. Exposure to healthier food branding prompted a significant increase in the proportion of children aware of these brands, but did not impact attitudes towards or preference for these brands. Exposure to either healthier food branding or obesity prevention campaign branding prompted a significant reduction in the proportion of children showing a preference for unhealthy food sponsor products.ConclusionsThe sponsorship of children’s sport by healthier food brands may promote awareness of these brands and healthier sponsorship branding may reduce preferences for some unhealthy food products. Establishing and implementing healthy sponsor criteria in sports clubs could forge healthier sponsorship arrangements and help phase out unhealthy food and beverage sponsors.
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Donlan, Leah. "An empirical assessment of factors affecting the brand-building effectiveness of sponsorship." Sport, Business and Management: An International Journal 4, no. 1 (March 4, 2014): 6–25. http://dx.doi.org/10.1108/sbm-09-2011-0075.
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Purpose – The purpose of this study is to assess, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach – The study adopts a quantitative survey methodology, employing self-administered questionnaires at two UK sporting events (athletics and cricket). To isolate the impact of sponsorship, questionnaires were also distributed to comparison sample groups not exposed to the sponsorship activities. The elements of consumer-based brand equity are operationalized in line with Aaker's (1996) brand equity measurement tool. Findings – Sponsorship can be an appropriate vehicle through which to build consumer-based brand equity; however brand-building success is not guaranteed and is subject to a range of factors impacting upon particular sponsorships, including strength of the sponsor-event link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred to a brand through sponsorship. Research limitations/implications – The use of live event settings limits the ability to tightly control all variables; therefore replication of this study using experimental methodologies is recommended. Nonetheless, findings indicate managers should consider the above mentioned contextual factors when selecting sponsorships in order to maximize sponsorship success. Originality/value – This study explores the contribution of sports sponsorship to consumer-based brand equity in live sponsorship settings, addressing concerns over the generalizability of previous experimental studies. Equally, this study compares the brand equity-building effectiveness of sponsorship for two sponsors, which differ on a range of contextual factors that impact upon sponsorship success.
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O’Reilly, Norm, Sameer Deshpande, Guy Faulkner, Amy Latimer, Allana Leblanc, Ryan E. Rhodes, Mark Tremblay, and Melissa Werman. "Title sponsorship of cause-related sport events." Sport, Business and Management: An International Journal 9, no. 2 (May 13, 2019): 185–200. http://dx.doi.org/10.1108/sbm-04-2018-0034.
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Purpose Corporations often benefit from associating their brand(s) with a sports property; in some cases, the property is owned or supported by a not-for-profit organization (NFP) championing a cause. Title sponsorship of such a sport event has received limited research attention but is important to a NFP for raising funds and in-kind contributions to support their cause. The purpose of this paper is to investigate title sponsorship of cause-related sport events. Design/methodology/approach This research examines the title sponsorship of a cause-related sport event and its effectiveness in relation to the event, the organization, the cause and other sponsors of the NFP. Specifically, this study examines these questions in the context of a specific annual event, Sports Day in Canada organized by ParticipACTION, a national Canadian NFP and whose title sponsor is Royal Bank of Canada (RBC). Findings Results show that title sponsorship has significant potential value for the sponsor and the cause, perhaps to the detriment of other (lower tier) sponsors of the event and the NFP. Originality/value This research has value to sponsors and cause-related sport events alike. In the case of sponsors, it provides insight into the value of title sponsorship vs other categories of sponsorship, for a brand considering sponsorship of cause-related sport property. For cause-related sport events, the research informs about the importance and possible revenue generation opportunity linked to the title sponsor category.
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Zong, Boming. "The Impact of Sports Sponsorship and How to Maximize the Effect of Sports Sponsorship." Advances in Economics, Management and Political Sciences 12, no. 1 (September 13, 2023): 341–46. http://dx.doi.org/10.54254/2754-1169/12/20230649.
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The purpose of this study is to examine sports sponsorship to promote sporting events. Sports sponsorship is an equal and mutually beneficial combination between sports and enterprises. Sports sponsorship plays a positive role in the development of sports: it expands the financial resources of sports, releases the charm of sports, activates all kinds of competitions; satisfies people's viewing experiences and promotes mass sports; at the same time, it beautifies the corporate and brand image and improves the brand awareness and brand image of enterprises. To gain the wide goodwill and attention of the community. It creates a favorable environment for the survival and development of different enterprises. This paper discusses the origin and development of sports sponsorship through the literature analysis method analyzes the role of sports sponsorship in the sports industry and the benefits to the participating enterprises, as well as the development of countermeasures, and puts forward some suggestions on how to make sports sponsorship more effective.
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Aguiló-Lemoine, Àngela Elisa, Francisco Rejón-Guardia, and María Antonia García-Sastre. "Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach." Sustainability 12, no. 19 (October 3, 2020): 8173. http://dx.doi.org/10.3390/su12198173.
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Emerging online marketing strategies are an opportunity for the sport sponsorship industry as a way of complementing traditional methods. However, in-depth attention has not been given to the study of congruence effects on the effectiveness of sponsorship of sport event websites, and specifically to study the role and effects of sponsor logos. The main aim of this study was to evaluate the congruence effect of sponsor brands featured on the website of a sports event on sponsorship effectiveness in visual, attitude-related and behavioural terms, using an eye-tracker to monitor memory activation and changes in attitudes and intentions. In study 1, the role of congruence on website sponsorship was analysed, using real brands sponsoring the ninth edition of the “Mallorca 312” Cycletourist Tour (42 participants). In study 2, the congruence of fictitious brands was analysed on the effects of website sponsorship of the 37th edition of the MAPFRE (competitions brand name) Copa del Rey regatta (101 participants). Congruence is preferable to incongruence in sponsor brands, except when the sponsorship aims to boost a recall of new market brands. The results validate the importance of managing congruence levels in the online sponsorship of sports events due to the influence on sponsorship effectiveness and its impact on cognitive processing.
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Kim, Doyeop, Matthew Walker, Jun Heo, and Gi-Yong Koo. "Sport league website: an effective marketing communication tool for corporate sponsors." International Journal of Sports Marketing and Sponsorship 18, no. 3 (August 7, 2017): 314–27. http://dx.doi.org/10.1108/ijsms-08-2017-097.
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Purpose Although high-profile sport league website sponsorships have increased in popularity over the last decade, academic research on the topic has not kept pace, resulting in little knowledge of ways to improve the effectiveness of this sponsorship type. This paper aims to discuss this issue. Design/methodology/approach The current study examined the influence of three website-related variables (i.e. website interactivity, website fit, and website credibility), while controlling for a sponsor-related variable (i.e. sponsor familiarity), on consumer attitude toward the sponsor ad and willingness to click on its banner ad. Hierarchical multiple regression analyses indicated three main effects. Practical implications are discussed with limitations and suggestions for future research. Findings This study found three important things. First, website interactivity played an important role in attitude toward the ad and willingness to click on the banner ad. Second, website fit influenced attitude toward the ad and willingness to click on the banner ad. Third, website credibility influenced attitude toward the ad. Originality/value The findings suggest that in order to maximize online sports sponsorship outcomes, companies must keep in mind that the interactivity between the web users and the site should be regarded as the most pragmatic result which could come from the online sports sponsorship territory.
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Weidner, Kelly, Anjali Bal, Samantha Rains, and Christopher Leeds. "Tattooing and brand sponsorship: how far is too far?" Journal of Product & Brand Management 25, no. 4 (July 18, 2016): 387–93. http://dx.doi.org/10.1108/jpbm-09-2015-0977.
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Purpose The purpose of this paper is to explore how consumers view sponsorship tattoos. This study specifically addresses three research questions: first, how consumers view the idea of sponsorship tattooing; second, how the brand of the tattoo alters acceptance of the tattoo; and third, how the placement on the body of the athlete affects acceptance of the tattoo. Design/methodology/approach To address these research questions, focus groups were conducted. Findings Findings highlighted three important themes related to tattoos, sponsorships and brand perceptions: meaning of the tattoo itself, meaning related to the brand and the tattoo and meaning related to the tattoo and athlete. Practical implications For practitioners, this research highlights the complexity between consumers’ interaction with brands through sponsorship tattoos, which is a complicated, multi-dimensional process during which meaning can be assigned to multiple facets of the sponsorship relationship. Originality/value For scholars, this research offers a glimpse into an emerging trend that ties together the multi-billion dollar sports and tattoo industries. In sum, this research identifies ways in which consumers interpret meaning related to the tattoo itself, the brand and the athlete based on placement, sport and brand perceptions.
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Kinney, Lance. "Chapter 18 - Sports Sponsorship." Routledge Online Studies on the Olympic and Paralympic Games 1, no. 46 (January 2012): 318–36. http://dx.doi.org/10.4324/9780203873670_chapter_18.
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Bjerke, Rune, and Erlend Kirkesaether. "How Should Sponsorship Activation Work? A Sports Event and Athlete-Based Brand Building Framework (SEA-BB) Capturing an Internal and External Route." Event Management 24, no. 6 (November 20, 2020): 711–33. http://dx.doi.org/10.3727/152599519x15506259856002.
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This article proposes a sponsorship activation framework that shows the way sponsors realize internal and external brand building objectives and how important sponsorship characteristics and capabilities can be used as tools in sponsors' brand building. The framework is a result of a conceptual and exploratory approach, a merger of theories from marketing and organization, and findings based on qualitative data. As well as reviewing relevant literature, we interviewed two marketing managers from institutions representing sports sponsorship objects and eight marketing managers with sponsorship responsibility working for eight different sponsors. Additionally, applying a case study methodology, we analyzed documents describing sponsorship strategies of three sports sponsors and interviewed their marketing managers. In the article we present a sponsorship activation framework (Sports Event and Athlete-Based Brand Building) (SEA-BB) and the Sports Event and Athlete Sponsorship Object Star (SEA-SOS) model. The framework serves as a specific guideline for sponsorship objects, such as sports events and sports athletes and suggests the important characteristics and capabilities they should develop to attract sponsors. For sponsors, the Sponsorship Object Star recommends what object characteristics and capabilities are important to facilitate sponsors' internal and external brand building. The proposed frameworks serve as effective guidelines for both sports sponsors and sports sponsorship objects like events, sports organizations, teams, and athletes.
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Otto, Felix, and Christopher Rumpf. "Animation intensity of sponsorship signage." Sport, Business and Management: An International Journal 8, no. 2 (May 14, 2018): 177–94. http://dx.doi.org/10.1108/sbm-05-2017-0029.
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Purpose Visual animation of sponsorship signage has become a frequently used technique at televised sports with the aim to increase viewer attention. The purpose of this paper is to investigate the impact of animation intensity of sponsorship signage on sport viewers’ attention and to examine viewers’ visual confusion as a reaction to increasing animation intensity. Design/methodology/approach Based on a lab experiment, eye-tracking methodology was applied to analyze the participants’ visual attention to animated sponsorship signage. The stimulus films showed a highlight video clip of a tennis match and included five different intensity levels of animated signage. The hypothesized causal relationships were tested by using linear regression analysis and structural equation modeling. Findings The results demonstrate that animation intensity of sponsorship signage positively influences sport viewers’ attention. The findings also reveal that animation intensity has no significant effect on sport viewers’ visual confusion. Practical implications The findings suggest the use of higher animation intensity levels for effective sponsorship communication in sports broadcasts. Furthermore, there is still more potential to improve sponsorship communication at televised tennis events as viewer confusion was not affected by animation intensity. Originality/value This research contributes to the body of knowledge by taking into account different intensity levels of animated sponsorship signage in a tennis event context. It is the first study that demonstrates the impact of animation intensity to improve sponsorship communication at televised sporting events.
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Kelly, Bridget, Louise A. Baur, Adrian E. Bauman, Lesley King, Kathy Chapman, and Ben J. Smith. "Views of children and parents on limiting unhealthy food, drink and alcohol sponsorship of elite and children's sports." Public Health Nutrition 16, no. 1 (May 11, 2012): 130–35. http://dx.doi.org/10.1017/s1368980012001188.
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AbstractObjectiveTo determine parents’ and children's attitudes towards food, beverage and alcohol sponsorship of elite and children's sports and the acceptability of policies and alternative funding models to limit this sponsorship.DesignTelephone surveys were conducted with parents in February–May 2011. One child from each household was invited to complete an online survey. Surveys assessed parents’ perceptions about the influence of sponsorship on children and support for limiting sponsorship, and children's awareness of and attitudes towards sponsors.SettingRandomly sampled households in New South Wales, Australia.SubjectsParents (n 825) and children aged 10–16 years (n 243).ResultsThree-quarters of parents supported the introduction of policies to restrict unhealthy food, beverage and alcohol sponsorship of children's and elite sports. More parents (81 %) supported the introduction of alternative funding models to allow these companies to sponsor sport provided there was no visible branding. Two-thirds of children recalled sponsors of their favourite elite sports team/athlete, with 428 sponsors recalled. Of these, 11 % were food/beverage companies and 3 % were alcohol-related. For 39 % of sponsors, children reported feeling better about the company after it had sponsored a team/athlete.ConclusionsAustralian parents support restrictions on unhealthy food, beverage and alcohol sport sponsorship. Children's positive associations regarding sponsors are likely to be linked to brand preferences and usage.
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Dai, Minshan, Jingyu Liu, and Ying Xu. "The Impact of Sports Sponsorship on Brand Value in Major Sports Events -- The Case of Qatar World Cup." Advances in Economics, Management and Political Sciences 35, no. 1 (November 10, 2023): 104–13. http://dx.doi.org/10.54254/2754-1169/35/20231733.
Full textAbstract:
Sports sponsorship has steadily risen to the top of the list of marketing strategies used by companies, particularly sports and fashion brands. The most recent significant sporting event to draw a record-breaking number of spectators and attention is the 2022 World Cup in Qatar. The main sponsors of the event have also attracted public attention. A study on the sports sponsorship of the Qatar World Cup can, on the one hand, examine more important factors, evaluate its marketing effectiveness, and offer examples for sponsor brands. On the other hand, it can also offer rationalization suggestions for the event organizers and sponsors to improve their sponsorship effectiveness and brand value, further promoting the joint development of both parties as well as the development of the sports industry and sponsor brands. The research perspective and theories around sponsorship marketing are further enhanced by this study. This study has sequentially suggested three elements in sponsorship activities that may affect the value of sponsoring brands, including audience involvement, media publicity, and co-sponsorship, using primarily quantitative analysis. Consumer audience participation, the success of media publicity, and the perception of co-sponsorship are all significant elements that have an impact on the brand value of sponsors in the modern sports sponsorship environment. This paper takes sports event consumers as the investigation target, builds a research model based on theoretical research and literature studies, and proposes research hypotheses in order to clarify the mechanism of audience involvement, media publicity, and co-sponsorship on the brand value of sponsors. In order to carefully study and develop conclusions on the effects of sponsoring significant athletic events on sponsor brand value in several dimensions, data were collected widely through surveys and analyzed using SPSS. Media publicity had a significant positive impact on brand value, and co-sponsorship and audience involvement had an indirect impact on brand value. It was discovered that the better the sponsorship image, the greater the impact on audience involvement and co-sponsorship, and the greater the impact on brand value. Finally, the paper offers pertinent countermeasures for brands to perform sponsorship activities and create brand value, in order to encourage the development of sports event sponsorship, based on the research findings and the present state of sports sponsorship.
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Ratković, Milijanka. "CORPORATE GOALS OF SPONSORSHIP IN SPORTS." SPORTS, MEDIA AND BUSINESS 9, no. 1 (October 10, 2023): 27–40. http://dx.doi.org/10.58984/smb2301027r.
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The two-sided focus of sponsorship goals in sports is present due to the existence of two parties in the sponsorship relationship. The buyer of sponsorship and the seller of sponsorship have different goals, but they also have common goals related to the interest to realize the sponsorship according to the plan, as well as to achieve the maximization of the effects of the expectations of both parties. That common interest is of primary nature and leads to partnership. The separate goals of the participating parties are defined in such a way that mutual interest gets fulfilled. The goals of corporate sponsors are determined by motives, and in most cases they are external and opportunistic, that is, commercial. However, the goals can be also internal and altruistic, and as such focused on highlighting other benefits, such as building good relationships with employees and other participants in the value delivery chain that the sponsor promotes, including the public. The analysis that follows is based on literature research and already existing conclusions regarding the nature of goals and motives in sponsorship. The aim of this paper is to verify the existing conclusions of the focus of sponsorship objectives in sports. The content analysis method led to the conclusion that the goals of sponsorship in sports can be defined through the categories of market, society, relationships and clan. This confirms the conclusions of previous research.
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Breuer, Christoph, and Christopher Rumpf. "The Viewer’s Reception and Processing of Sponsorship Information in Sport Telecasts." Journal of Sport Management 26, no. 6 (November 2012): 521–31. http://dx.doi.org/10.1123/jsm.26.6.521.
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Although enormous sums are spent on sport sponsorships, knowledge of sponsorship information processing is still limited. For a continuing growth of sponsorship as a field significant improvements in our understanding of sponsoring effectiveness are required. Whereas the direct effect of sponsor signage exposure on sponsor recall has been identified in several studies, attention to sponsor signage as the mediator of sponsorship information has not been investigated thoroughly. Based on spotlight theory and the associative network model of memory, the present paper addresses this research gap and investigates the viewer’s visual attention to sponsorship information by applying eye tracking methodology. Regression models have been estimated to analyze information reception and processing in sport telecasts. The results reveal that the capture of attention is determined by the placement of sponsor signage and by exposure variables. Furthermore, sponsor recall is found to be a function of attention and brand-related variables.
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M. Woisetschläger, David, Vanessa J. Haselhoff, and Christof Backhaus. "Fans’ resistance to naming right sponsorships." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1487–510. http://dx.doi.org/10.1108/ejm-03-2012-0140.
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Purpose – The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, the authors find empirical support which provides evidence for fan boycott or resistance. Design/methodology/approach – The authors empirically test a model using a sample of 798 soccer fans and thereby quantify structural relations between determinants and fan resistance. They use a logistic regression to assess potential determinants of fan resistance. Findings – Results indicate that sponsee- and sports-related variables, such as fan/regional identification and attitude toward commercialization, contribute to higher fan resistance. Furthermore, fans see themselves as in-group members who discriminate out-group members. As the sponsoring company takes over control and imposes a “threat” (the change of a stadium’s name) on the group’s ritual place, this results in strong negative emotional reactions. These emotions tend to be repeated and affirmed in intra-group communications which intensify negative reactions unless the sponsor offers a positive contribution from the fans’ standpoints. Our findings confirm that sponsorship fit and perceived benefits of the sponsorship reduce fan resistance while the sponsor’s regional identification is unrelated to fan resistance. Research limitations/implications – Little attention has been paid on negative reactions to sponsorships in the existing research. Therefore, future research could assess negative effects resulting from other sponsorship contexts, such as the sale of a club's naming right, promotion campaigns during the venue and to sponsorship deals in general. Moreover, research should be devoted to finding strategies that lead to a reduction of fan resistance to sponsorship actions. Practical implications – Results show that sponsorship fit reduces fan resistance. Existing literature suggests that sponsorship fit can be improved by emphasis or creation of fit between sponsor and sponsee. Additionally, sponsors should try to build a bridge between sponsor and fans to gain acceptance of the in-group by raising awareness on the benefits that the sponsee receives from their partnership. Moreover, sponsors should actively strive to understand negative reactions of the fans and adapt their communication strategy to avoid resistance, e.g. due to fans’ feelings of overt commercialism. Originality/value – Although naming right sponsorships are generally considered a powerful instrument for companies to gain high profile and market share, they seem not to be entirely free of risk. This article contributes to the literature by conceptualizing the phenomenon of fan resistance and assessing the determinants that contribute to fan resistance when naming rights are sold. Our findings extend the understanding of negative sponsorship effects in addition to the mechanisms and theoretical frameworks that are documented in the literature (Cornwell et al., 2005).
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Andreini, Daniela, Giuseppe Pedeliento, Mara Bergamaschi, and Jari Salo. "The cross-effects of sponsorship in non-professional sports communities." Management Decision 52, no. 10 (November 11, 2014): 2044–68. http://dx.doi.org/10.1108/md-07-2013-0395.
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Purpose – The purpose of this paper is to investigate the cross-effects of on-site sponsorship on online sponsorship effectiveness in communities. The research evaluates how members’ commitment to a sports-oriented community and attitude to brands providing sponsorship developed through sponsorship on-site, and sponsor-community fit, influence the effectiveness of online sponsorship measured as the intention to purchase the same brands online through sponsoring banners displayed on the community web site. Design/methodology/approach – Data were collected through a web-survey from a self-selected sample of 272 respondents belonging to non-professional sports communities. By drawing on the principal tenets of the theory of reasoned action, the authors developed a theoretical framework and tested it through a structural equation model to evaluate the role of attitude to sponsor brands developed through sponsorship on-site, and its antecedents, on the intention to purchase the same brands online through sponsoring banners exposed on the community web site. Findings – The attitude to sponsor brands developed through sponsorship on-site affects the intention to make online purchases of the same brands through sponsoring banners exposed on the web sites of non-professional communities. On the other hand, antecedents of sponsorship on-site, that is, sponsor-community fit and commitment to the community, affect the intention to purchase the same brands online through sponsor banners displayed on the community web site, with attitude playing a different mediating role. Practical implications – The research contributes to sponsorship literature by establishing the existence of cross-effects of on-site sponsorship on online sponsorship effectiveness and providing insights into the central role of commitment and attitude developed on-site. Managerially, non-professional communities emerge as attractive targets for multiple sponsorship investment owing to their on-site and online social interaction that offers managers an opportunity to exploit sponsorship cross-effects. Originality/value – The study contributes to the scant body of knowledge on the cross-effects of on-site sponsorship on online sponsorship and provides insights into the importance of communities as a beneficial target of sponsorship investment.
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Scully, Maree, Melanie Wakefield, Simone Pettigrew, Bridget Kelly, and Helen Dixon. "Parents’ reactions to unhealthy food v. pro-health sponsorship options for children’s sport: an experimental study." Public Health Nutrition 23, no. 4 (January 9, 2020): 727–37. http://dx.doi.org/10.1017/s1368980019003318.
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AbstractObjective:To explore parents’ responses to sponsorship of children’s sport by unhealthy food brands and two alternative pro-health sponsorship options.Design:Between-subjects online experiment with four sponsorship conditions: (i) non-food branding (control); (ii) unhealthy food branding; (iii) healthier food branding; (iv) public health nutrition campaign branding. Participants were shown a short video and a promotional flyer for a fictional junior sports programme, with sponsor content representing their assigned brand. Afterwards, participants were asked a series of questions assessing their brand awareness, brand attitudes and preference for food sponsor branded products.Setting:Australia.Participants:Australian parents (n 1331) of children aged 6–9 years.Results:Compared with the control condition, unhealthy food sponsorship promoted increased awareness, branded product preferences and favourable attitudes towards unhealthy food sponsor brands. Healthier food sponsorship promoted similar effects for healthier food sponsor brands, except there was no significant increase in positive attitudes towards these brands. Sponsorship by public health nutrition campaigns promoted more negative attitudes towards unhealthy food sponsor brands and increased preference for healthier food sponsor branded products. Overall, healthier food sponsors and public health campaign sponsors were perceived to have better programme–sponsor fit and to be more appropriate sponsors of children’s sport than unhealthy food sponsors.Conclusions:Restrictions on unhealthy food sponsorship of children’s sport are needed to prevent unhealthy food brands from exploiting junior sport sponsorship to enhance their appeal. Sponsorship of children’s sport by healthier food brands or public health nutrition campaigns could help promote healthier food choices among parents.