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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 (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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Edeling, Alexander, Stefan Hattula, and Torsten Bornemann. "Over, out, but present: recalling former sponsorships." European Journal of Marketing 51, no. 7/8 (2017): 1286–307. http://dx.doi.org/10.1108/ejm-05-2015-0263.
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Purpose This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship. Design/methodology/approach Primary (n = 1,146) and secondary data from German professional soccer build the empirical base for this research. Multilevel logistic regression is used for data analysis. Findings The results show that retroactive interferences in the form of replacement sponsors for the same object reduce the recall of a former sponsorship, while the mere passage of time does not have a significant main effect. To counteract such forgetting, the empirical analysis shows that sponsor managers can influence recall of a former sponsorship positively after sponsorship termination by switching to a lower-level sponsorship for the same object or by engaging in subsequent sponsorships with other congruent objects in the same context. Research limitations/implications The focus on one type of sponsorship (sport sponsorship) in one country (Germany) is the main limitation of this research. Practical implications The findings of this paper should encourage managers to consider the long-term consequences of sponsorship engagements beyond the duration of the sponsorship contract. Managers can influence the recall of a sponsorship not only prior to and during an engagement, but also after the loss of sponsorship rights. Originality/value Previous research on former sponsorships has mainly focused on the phenomenon of former sponsor recall per se, without considering the determinants of the construct. This paper contributes to sponsorship literature by showing that the number of replacement sponsorships, a construct unique to the former sponsorship context, dominates the time since sponsorship ending as the main driver of forgetting. Moreover, it provides managers with new post-sponsorship strategies that help maintaining the recall of a former sponsorship at a high level.
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Nickell, David, and Wesley J. Johnston. "An attitudinal approach to determining Sponsorship ROI." Marketing Intelligence & Planning 38, no. 1 (2019): 61–74. http://dx.doi.org/10.1108/mip-11-2018-0512.
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Purpose Using multi-wave survey data, the authors quantified the financial impact of a sponsorship. The purpose of this paper is to predict the number of new buyers based upon changed brand attitudes, consistent with a hierarchy of effects model. The authors then established the financial return on the sponsorship spending by estimating the customer lifetime value (CLV) of these new buyers. Design/methodology/approach The authors collected the data around a major college football bowl game. Six phases of data collection were used to determine purchasing behavior and brand attitudes of attendees before and after the sponsored event, in comparison to television viewers of the event and the general public. The authors applied Lavidge and Elrick’s (1961) attitudinal constructs as the independent variables in a logistic regression to predict future purchase. The final data collection was used to validate the model’s prediction. Findings The findings show that the model accurately predicted the number of new customers after one buying cycle for the sponsor’s products. The authors also quantified the positive impact of the sponsorship on the CLV of existing customers within the same time frame. Originality/value The managerial implications of this study are significant. Sponsorships are highly risky, with fixed outlays up front, and unclear benefits to be realized in the future. The authors provide a methodology that not only allows sponsors to measure the effectiveness of the sponsorship, but to determine the return on their sponsorship investment. The authors have taken consumer behavior theory from marketing communications research and combined it with CLV tools, thus allowing marketers to determine the number of new customers that a sponsorship generates, as well as how it influences the buying patterns that drive CLV.
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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 (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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Ivens, Bjoern, Florian Riedmueller, and Peter van Dyck. "Success factors in managing the sponsor–sponsee relationship—a fuzzy-set qualitative comparative analysis for state-owned enterprises in Germany." International Journal of Sports Marketing and Sponsorship 21, no. 4 (2020): 577–96. http://dx.doi.org/10.1108/ijsms-09-2019-0102.
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PurposeThe purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises.Design/methodology/approachQualitative and quantitative data from Germany are analyzed in a case study approach using fuzzy-set qualitative comparative analysis (Fs/QCA)—an analytic method relevant for describing configurational patterns of causal factors.FindingsThe case study of sponsorships from state-owned enterprises in Germany reveals four alternative configurations of top-management support, sponsee prominence, standardized processes, and sponsorship leverage explaining sponsor satisfaction.Originality/valueThe paper combines two underrepresented but important aspects of sponsorship research, i.e. sponsorship management in state-owned enterprises, in an empirical study. Further, present study adds to sponsorship literature by pointing to fuzzy-set Fs/QCA as a relatively novel method that can capture the phenomenon of complex causality.
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Chanavat, Nicolas, Michel Desbordes, and Geoff Dickson. "Sponsorship networks: toward an innovative model." Sport, Business and Management: An International Journal 6, no. 4 (2016): 424–39. http://dx.doi.org/10.1108/sbm-12-2015-0041.
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Purpose Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship network model considers the plurality of stakeholders to a sponsorship and their potential relationships to each other. Design/methodology/approach This conceptual paper develops a theoretical and conceptual framework to better identify the effect of sponsorship networks on consumer behavior. Findings Based on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers at the cognitive, affective and conative levels. Originality/value This research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized.
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Bruhn, Manfred, and Matthias Holzer. "The role of the fit construct and sponsorship portfolio size for event sponsorship success." European Journal of Marketing 49, no. 5/6 (2015): 874–93. http://dx.doi.org/10.1108/ejm-09-2012-0517.
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Purpose – The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw on the network perspective and, as a consequence, split the sponsor–event fit into two constructs: the sponsor–artist fit construct and the sponsor–event organizer fit construct. Then, a model is developed and tested that examines the effect of these two constructs and perceived sponsorship portfolio size on sponsorship success. Design/methodology/approach – The model is tested with data from 330 visitors to two different concerts in Switzerland. Real events with non-student samples are examined. The data are tested using Mplus 6.0 structural equation modeling. Findings – Results report that the sponsor–artist fit, the sponsor–event organizer fit and perceived sponsorship portfolio size are important drivers of attitude toward the sponsor. Moreover, sponsorships that cause positive attitudes toward the sponsor are found to enhance willingness to pay a price premium and purchase intention. Practical implications – This paper reveals that it is important for sponsorship managers to correctly consider the fit construct and perceived sponsorship portfolio size for sponsorship success. Additionally, the tested model provides an instrument for measuring sponsorship effectiveness. Originality/value – The current paper reveals new results by investigating the impact of the sponsor–artist fit and the sponsor–event organizer fit on sponsorship success. Furthermore, the current research paper is the first to analyze the effects of a sponsorship portfolio which is not limited to one sponsorship category on sponsorship success.
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Athanasopoulou, Pinelopi, and Elena Sarli. "The development of new sponsorship deals as new business-to-business services." Journal of Business & Industrial Marketing 30, no. 5 (2015): 552–61. http://dx.doi.org/10.1108/jbim-08-2012-0127.
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Purpose – The purpose of this paper is to analyse the process followed by sponsors and sport properties in developing their sponsorship deals as seen from a new service development (NSD) perspective. Sponsorships are expensive and can be a source of sustainable competitive advantage if managed appropriately. Therefore, the authors need to approach sponsorship strategically and formalise sponsorship decision-making. Sponsorships are considered to be complex, relationship-based, business-to-business services, and the development of such services has been analysed in the NSD literature. As past research on the development process of sponsorship deals is limited, the use of an NSD perspective can help in formalising sponsorship decision-making. Design/methodology/approach – Four case studies were conducted involving two professional, premier league football clubs and two sponsoring organisations, one major sponsor for each club. One of the dyads involved a brand new sponsorship deal and the other a renewal. Findings – Results showed that in both dyads, the development process of the new service follows the NSD process of other complex, relationship-based, business-to-business services and involves three main phases, namely, information collection, proposal preparation and presentation or receipt and analysis, and negotiations and contract sign. All four firms use a semi-formal and flexible process, whereas the actors in each stage vary. Also, the new deal requires a more lengthy process than the renewal, following the example of really new and me-too services. Multi-functional teams are not present, and top management involvement is important only in the last stage of the process. Research limitations/implications – This paper helps in analysing the development process of new sponsorship deals, as new business-to-business services. However, it involves only four cases and has limited generalisability. Future research should substantiate results with more cases or quantitative research. Practical implications – Results can help sponsors and sponsees to structure their processes for successful development of new sponsorship deals. Also, as new sponsorship deals seem to be developed the same way with other business-to-business, complex services, potential sponsors that are big service providers can probably enjoy synergies from using the same or a slightly different process than the one they use for developing their main services. Finally, the use of a semi-formal and flexible process in sponsorship development can be helpful in dealing with customised services and rapid NSD that is critical for new service success. Originality/value – It is the first time that the development process of sponsorship deals is approached from an NSD perspective and analysed as a new business-to-business service.
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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 (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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Daellenbach, Kate, Lena Zander, and Peter Thirkell. "A sensemaking perspective on arts sponsorship decisions." Arts and the Market 6, no. 1 (2016): 68–87. http://dx.doi.org/10.1108/aam-05-2013-0006.
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Purpose – The purpose of this paper is to better understand the sensemaking strategies of managers involved in making decisions concerning arts sponsorship. Design/methodology/approach – A qualitative, multiple case method is employed, using multiple informants in ten arts sponsorship decisions. Within and between case analyses were conducted and examined iteratively, along with literature to generate themes to guide future research. Findings – This study finds art sponsorships may be seen as ambiguous, cueing sensemaking; the sensemaking strategies of senior managers involve response to pro-social cues while middle managers draw on commercial benefit cues; sensebreaking and sensegiving are part of the process; and the actors and their interpretations draw from cues in the organisational frames of reference which act as filters, giving meaning to the situations. Research limitations/implications – This study presents a novel perspective on these decisions, focusing on the micro-level actions and interpretations of actors. It extends current understanding of sponsorship decision making, contributing to a perspective of managers responding to cues, interacting and making sense of their decisions. Practical implications – For arts managers, this perspective provides understanding of how managers (potential sponsors) respond to multiple cues, interpret and rationalise arts sponsorships. For corporate managers, insights reveal differences in sensemaking between hierarchical levels, and the role of interaction, and organisational frames of reference. Originality/value – This study is unique in its approach to understanding these decisions in terms of sensemaking, through the use of multiple informants and multiple case studies.
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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 (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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Jensen, Jonathan A., Akash Mishra, and Mara Averick. "Assessing the survival of shirt sponsorships in English football: an exchange theory perspective." Sport, Business and Management: An International Journal 9, no. 5 (2019): 477–94. http://dx.doi.org/10.1108/sbm-10-2017-0062.
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Purpose Over the past several years, growth in sponsorship spending has surpassed that of traditional marketing and promotional approaches, as it has become an indispensable part of the marketing mix. Yet, despite considerable advances in the application of analytics across the sport industry, sponsorship revenue forecasting still largely relies on a decades-old methodology. The paper aims to discuss this issue. Design/methodology/approach This research seeks to assist sport organizations by applying more advanced survival analysis methodologies to the study of shirt sponsorships of football clubs, utilizing more than 300 sponsorships of every team that has competed in the English Premier League (EPL) over the past 25 years. Findings The analysis of the lifetimes of shirt sponsorships provides several insights for those employed by European football clubs and tasked with managing these increasingly lucrative sponsorships. Notably, tests confirmed that survivor functions of EPL shirt sponsorships are significantly different than those that appeared solely in English Football League (EFL) Championship play. In addition, results found that the median lifetimes of shirt sponsorships of EPL clubs were more than one year longer, when compared to EFL clubs. Originality/value This research marks the first attempt in the literature to apply survival analysis methods to describe the lifetimes of European football shirt sponsorships. The results provide empirical evidence that the potential effects of promotion or relegation could have consequences for football clubs in the tens of millions of dollars, and illustrate the importance of providing those tasked with managing such partnerships with more advanced methodologies to assist in the organization’s sponsorship revenue forecasting activities.
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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 (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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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 (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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M. Woisetschläger, David, Vanessa J. Haselhoff, and Christof Backhaus. "Fans’ resistance to naming right sponsorships." European Journal of Marketing 48, no. 7/8 (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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Nenn, Kerry. "A New Approach to Corporate Sponsorship." Special Events Galore 18, no. 10 (2018): 1. http://dx.doi.org/10.1002/speg.30938.
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Skard, Siv, and Helge Thorbjornsen. "Closed-ended and open-ended fit articulation." European Journal of Marketing 51, no. 7/8 (2017): 1414–39. http://dx.doi.org/10.1108/ejm-01-2016-0011.
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Purpose Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit articulation is a strategy that communicates shared associations between sponsor and object. Based on conclusion explicitness theory, this paper aims to conceptualize and tests two fit articulation strategies in sponsorships: open-ended and closed-ended. Design/methodology/approach Research hypotheses were tested in two experiments. Findings Only open-ended fit articulation improved brand attitudes. Mediation analyses show that while open-ended articulation influenced brand attitudes through brand image (Study 1 and Study 2) and altruistic motive attributions (Study 2), there was an indirect effect of closed-ended articulation on brand attitudes through global fit perceptions (Study 2). Practical implications The results from two experiments suggest that incongruent sponsors should use open-ended conclusions about a shared image dimension. Although explicit arguments may increase global perceptions of fit, they may impede a positive impact on the articulated brand image dimension and generation of altruistic motive attribution. Therefore, sponsorship managers should be careful in terms of using explicit arguments for fit when the sponsorship is incongruent because such arguments may hinder articulation from generating goodwill and a positive brand image. Originality/value This is the first paper to develop and test different types of fit articulation strategies in sponsorships.
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Prada, La Ode Muhammad Restu, and Rizal Edi Halim. "THE STRATEGIC DECISION OF COMMERCIAL SPONSORSHIP AMONG INDONESIA ADVERTISERS: A DELPHI STUDY." Jurnal Ekonomi dan Bisnis 20, no. 1 (2019): 13. http://dx.doi.org/10.30659/ekobis.20.1.13-25.
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The study attempts to discern how Indonesia advertiser look at the strategic decision ofcommercial sponsorship within today Indonesia market, which was done by using Delphimethod. The relative importance of commercial sponsorship is examined within the context ofoverall today marketing and overall advertising approach, budget allocation, and the expertsconfident regarding the future growth of Indonesia commercial sponsorship. The discussiongoes more specific to understand what marketing objective that will be better achieved throughcommercial sponsorship approach. The result shows that within the context of marketingobjective, commercial sponsorship still regarded as a high important approach. However, dueto its cost inefficiency nature, Indonesia advertisers reach to the consensus that commercialsponsorship approach should be focused on to deliver marketing objective that aim to deliverproduct experience to the consumers.Keywords: Delphi method, Sponsor, Commercial Sponsorship, Sponsorship Property,Advertiser, Marketing Objective
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Thomas, Robert James. "An evaluation of the effectiveness of rugby event sponsorship: a study of Dove Men+Care and the Welsh Rugby Union." Journal of Product & Brand Management 23, no. 4/5 (2014): 304–21. http://dx.doi.org/10.1108/jpbm-03-2014-0533.
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Purpose – The aim of this study is to evaluate rugby fans’ attitudes toward financial sponsorship, specifically event sponsorship and Dove Men+Care and its association with the Welsh Rugby Union. The study examines four issues: How do rugby fans perceive event sponsorship? How does such sponsorship affect consumption choices? Do fans engage in long-term relationships with the event’s sponsoring brand? Are relationships affected by the event sponsor’s engagement with other international teams and rugby events? Design/methodology/approach – This paper is a theory-building, exploratory study that utilised a qualitative framework. Data were collected over a 12-month period, incorporating the autumn internationals of 2012 and 2013, with 198 fans participating in focus groups before and after games. Findings – The results reveal a distinct lack of brand awareness on the part of the participants, a collective perception of the sponsor as incongruent given the event and a demonstration of enmity arising from rival sponsorships by the sponsoring brand. Additionally, the findings reveal a reluctance to consume the sponsoring brand in either the short or long term given its incongruence, lack of functionality, pre-existing schematic frameworks and obdurate brand preferences. Research limitations/implications – Given that autumn internationals are held every season by several of the international rugby board (IRB) ranked teams, the findings of this research have an immediate and direct application for brand managers involved or implementing sponsorship programs. The research outlines both short and long term mistakes made by the sponsor as perceived by the fans’ themselves, and suggests that those brands considering becoming involved in sport and event sponsorship instigate a more informed, strategic approach to their sponsorship activities. However, the work is context driven and therefore not generalisable. Practical implications – The findings enable marketing brand managers to effectively evaluate events against the backdrop of strategic fit, as well as fan/consumer expectations, their needs and wants and willingness to engage. Originality/value – Despite rugby union’s growing global presence, little or no research has examined sponsorship within the context of rugby union and none exists that has evaluated event sponsorship, and been driven by fans’ perspectives. This paper fills that void. The research delineates fans attitudes, opinions and brand conceptualisations relating to event sponsorship, incorporating evaluations of identity, congruence and fit. Moreover, the paper highlights what to avoid from a strategic and brand building perspective when considering event sponsorship in a rugby union context.
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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 (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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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 (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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Bond, Jennifer, and Ania Kwadrans. "Resettling Refugees through Community Sponsorship: A Revolutionary Operational Approach Built on Traditional Legal Infrastructure." Refuge 35, no. 2 (2019): 86–108. http://dx.doi.org/10.7202/1064822ar.
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More than a dozen states are exploring the potential of introducing community sponsorship programs as a way of contributing to the global refugee protection regime. This article provides a comparative analysis of the legal and administrative frameworks that have underpinned the introduction of community sponsorship in four diverse countries: Canada, the United Kingdom, New Zealand, and Argentina. We also briefly examine the introduction of co-sponsorship in the United States, a country without any formal national program. We conclude that while community sponsorship programs have the potential to revolutionize refugee resettlement, their operationalization is not contingent on revolutionary legal infrastructure.
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Sam, Michael P., Richard Batty, and Rebecca G. K. Dean. "A Transaction Cost Approach to Sport Sponsorship." Sport Management Review 8, no. 1 (2005): 1–17. http://dx.doi.org/10.1016/s1441-3523(05)70030-9.
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Renard, Nicolas, and Lionel Sitz. "Maximising sponsorship opportunities: a brand model approach." Journal of Product & Brand Management 20, no. 2 (2011): 121–29. http://dx.doi.org/10.1108/10610421111121116.
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Lee, Richard, and Marc Mazodier. "The roles of consumer ethnocentrism, animosity, and cosmopolitanism in sponsorship effects." European Journal of Marketing 49, no. 5/6 (2015): 919–42. http://dx.doi.org/10.1108/ejm-10-2013-0594.
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Purpose – This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect and brand trust. Design/methodology/approach – An online panel of UK participants reported their perceptions of a French sponsor at three successive points (before, during and at the end of the 2012 London Olympics). Of the 903 respondents at T1, 694 remained at T2 (76.8 per cent) and 577 (63.9 per cent) remained at T3. Another 302 respondents only at T3 controlled for potential mere measurement effects. The data were analysed using LGM techniques. Findings – Due to sponsorship effects, brand affect and brand trust increased linearly over time. However, consumer ethnocentrism and animosity negatively moderated these increases. Cosmopolitanism enhanced brand affect but not brand trust. Research limitations/implications – As market globalisation exposes foreign firms to potential backlash from consumer nationalistic orientations towards their products, sponsorship strategies must consider the interplay between these nationalistic sentiments and sponsorship effects. While foreign sponsors are typically preoccupied with determining the fit between their brand and a local event, they must also consider individual-level nationalistic sentiments. The success of companies in foreign markets depends on creating favourable country-directed consumer attitudes. Originality/value – Beyond demonstrating the application of LGM to individual-level longitudinal analyses, this study extends sponsorship research by considering a previously unexplored area with key academic and managerial contributions, namely, the role of consumer nationalism in sponsorship effects. The strategic uses and outcomes of international sponsorship must be considered in conjunction with consumers’ perceptions of foreign brands from a nationalistic perspective.
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Czerniawska, Fiona, and Sandra Guzman. "Sponsorship and support." Human Resource Management International Digest 24, no. 1 (2016): 38–39. http://dx.doi.org/10.1108/hrmid-10-2015-0165.
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Purpose – This viewpoint looks at what can be done to increase the numbers of women in consulting firms. Design/methodology/approach – The authors interviewed almost 40 senior people in leading consulting firms around the world. Findings – Many factors have a bearing on whether women become partners, but our research highlights how important sponsorship is in particular. Originality/value – This viewpoint suggests there is more to mentoring and it can be particularly helpful for women trying to make partner in consulting firms.
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Amis, John, Narayan Pant, and Trevor Slack. "Achieving a Sustainable Competitive Advantage: A Resource-Based View of Sport Sponsorship." Journal of Sport Management 11, no. 1 (1997): 80–96. http://dx.doi.org/10.1123/jsm.11.1.80.
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This study demonstrates that a recent development in the strategic management literature, the resource-based view of the firm, has great utility for furthering our understanding of sport sponsorship. The paper provides a theoretical framework to explain the application of the approach to sponsorship. Illustration and greater insight are then provided through the presentation of two case studies. These are used to identify the salient characteristics of agreements made by two international companies, each of which has been extensively involved in sport sponsorship but with varying degrees of success. The resource-based approach is used to demonstrate that the disparate returns of the companies' sponsorship investments could have been anticipated. As such, as well as providing a conceptual extension to the sponsorship literature, the paper also offers a route for more empirical analyses of potential sponsorship opportunities.
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Vance, Leonard, Maria M. Raciti, and Meredith Lawley. "Sponsorship selections: corporate culture, beliefs and motivations." Corporate Communications: An International Journal 21, no. 4 (2016): 483–99. http://dx.doi.org/10.1108/ccij-11-2015-0072.
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Purpose Sponsorship can be an effective strategic marketing tool yet it attracts criticism as a corporate indulgence shaped by the personal interests of senior executives. While research into the outcomes of sponsorship is extensive, the practices involved in sponsorship selections have been largely ignored. Today, sponsorship selection in large corporations is recommended to be a formal process involving evaluation criteria aligned to corporate policy and strategic priorities. Yet, in reality, corporate culture influences sponsorship selection, as do sponsorship managers’ beliefs about sponsorship types and motivations. The purpose of this paper is to explore sponsorship selection practices and to consider the interplay between corporate culture and sponsorship managers’ beliefs about sponsorship types and their motivations. The findings provide not only new interpretation of the literature but also reveal a detailed picture of sponsorship selection. Design/methodology/approach This exploratory qualitative study comprises in-depth interviews with senior sponsorship managers from eight large Australian companies that use sponsorship as a strategic marketing tactic. Findings This study concludes that the sponsorship selection process is strongly influenced by corporate culture as well as the sponsorship manager’s beliefs about sponsorship types and their motivations. Originality/value This study contributes to the sponsorship management research stream by providing important insights into under-researched factors that influence the sponsorship selection process.
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Boronczyk, Felix, Christopher Rumpf, and Christoph Breuer. "Determinants of viewer attention in concurrent event sponsorship." International Journal of Sports Marketing and Sponsorship 19, no. 1 (2018): 11–24. http://dx.doi.org/10.1108/ijsms-09-2016-0063.
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Purpose The purpose of this paper is to examine the impact of exposure-related and consumer-related factors on the return of sponsorship investment through their influence on viewers’ attention for sponsor signage. Design/methodology/approach Data were collected through an experimental study (n=92) involving eye-tracking and a questionnaire, and were analyzed using regression analysis. Findings The results show that viewers’ attention for sponsor signage is affected by the signage color of concurrent sponsors, as well as viewers’ brand familiarity, and sport involvement. In particular, the findings reveal that viewers’ attention for sponsor signage increases with greater color contrast between concurrently visible sponsor signage. Further, signage receives more attention if viewers are familiar with the brand and less involved with the sponsored event. Given that attention is an important prerequisite for further processing of sponsorship information, these findings have important implications for managers seeking to evaluate the return on their sponsorship investment. Practical implications When assessing the return on a sponsorship investment, marketers should consider the characteristics of surrounding sponsor signage and the audience with regard to their impact on viewers’ attention for their own signage. Ideally, marketers should attempt to create a greater color contrast between their own signage and its surroundings in order to maximize viewer attention. Originality/value This paper provides valuable information on the importance of concurrently visible sponsor signage and audience characteristics for the return on investment of sponsorships through their impact on viewers’ attention.
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Tsao, Wen-Chin, and Tz-Chi Mau. "Ethics in social media marketing." Aslib Journal of Information Management 71, no. 2 (2019): 195–216. http://dx.doi.org/10.1108/ajim-04-2018-0080.
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Purpose Consumer-generated online product reviews (OPRs) have become a crucial source of information for consumers; however, OPRs are increasingly being incentivized. The purpose of this paper is to find a method of sponsorship and disclosure that could be considered ethically sound. Design/methodology/approach This study adopted a quasi-experimental approach to clarifying how the method of sponsorship impacts reader perceptions of OPRs in terms of helpfulness, credibility and purchase intention. Two experiments were performed on an online platform using data from 480 participants. Hypotheses were tested using analysis of covariance. Findings Meaning under the premise that sponsorship information is disclosed and not withheld from the readers, Study 1 revealed that experiential sponsorship is the best sponsorship. Study 2 revealed that featuring reviewers with greater influence in the online community increases the positive influence of disclosing experiential sponsorship on OPR persuasiveness. Originality/value The findings in this study provide rational incentives for firms to disclose sponsorship information, i.e. demonstrate high ethical standards in marketing. This was shown to create a win-win-win situation for consumers, firms and reviewers. Managerial implications for online marketing managers are also discussed.
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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 (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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Alonso Dos Santos, Manuel, Francisco Rejón Guardia, and Ferran Calabuig Moreno. "Sponsorship image transfer theory in virtual brand communities." Industrial Management & Data Systems 118, no. 6 (2018): 1287–302. http://dx.doi.org/10.1108/imds-08-2017-0349.
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Purpose The purpose of this paper is to assess the influences and efficiency of a sports sponsorship in an online brand community. Design/methodology/approach The study was conducted through interviews with 609 social network users of a Spanish first league soccer team. The partial least squares (PLS) methodology was applied with a posteriori segmentation (PLS prediction-oriented segmentation (POS)). Findings The attitude toward the sponsor helps to assess the efficiency of sponsorships between companies. This variable is particularly relevant for evaluating sponsorship efficiency in online brand communities. Improving trust and assessing the sense of membership directly improves attitudes toward the team and the sponsored brands. The attitude toward the sponsor has a direct and positive impact on the purchase intentions. The use of a posteriori segmentation with the PLS–POS technique helps discriminate between groups. Research limitations/implications Among the limitations encountered, further study would require using a sample of various sports disciplines and cultures. Practical implications Specific actions and communication strategies are defined for each segment and in general to adapt communication strategies that improve identification with virtual brand communities. The study has revealed involvement-related differences resulting from the impact that engagement with the sponsored team may have on the assessed relationships. Originality/value The study of the effects of sponsorship and the use of a posteriori variables user segmentation in an online brand community are used.
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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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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 (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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Bellman, Steven, Jamie Murphy, Shruthi Vale Arismendez, and Duane Varan. "How TV sponsorship can help television spot advertising." European Journal of Marketing 53, no. 1 (2019): 121–36. http://dx.doi.org/10.1108/ejm-10-2017-0651.
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Purpose This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising. Design/methodology/approach An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands, four familiar and four unfamiliar, using realistic stimuli and a sample representative of the US population. Findings Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands. Research limitations/implications The results show that combining sponsorship with spot advertising has an additive effect. The study design did not allow tests for potential synergy (multiplicative) effects. Practical implications Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness. Originality/value To the authors’ knowledge, this is the first study to compare the effectiveness of sponsorship-boosted ads with sponsorship bumpers alone and with TV spot ads.
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van Rijn, Mark, Samuel Kristal, and Jörg Henseler. "Why do all good things come to an end? An inquiry into the discontinuation of sport sponsor–sponsee relationships." International Journal of Sports Marketing and Sponsorship 20, no. 2 (2019): 224–41. http://dx.doi.org/10.1108/ijsms-01-2018-0010.
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Purpose The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a sponsorship dissolution, research on this topic is rather scarce. Design/methodology/approach The paper relies on an analysis of 24 historical cases and 19 in-depth interviews focusing on the Dutch soccer league. Several sponsorship disruptors are identified and clustered into four categories. Findings The four categories for sponsorship dissolution are the following: sponsor-related factors, sponsee-related factors, inter-relational factors and external factors. In total, ten sponsorship disruptors are identified: insufficient value creation, objectives achieved, sports results, signal to society, exclusivity, negativity, personal relationship, changed marketing strategy, financial situation and legislation and regulation. Research limitations/implications This study primarily investigates soccer sponsorship cases. Future research could investigate other sponsorship areas, which could yield different reasons for sponsorship termination. Practical implications Practitioners are advised to view the sponsorship relationship as a strategic alliance, rather than a resource, from the beginning of the sponsorship. A solid relational framework is needed, which is built around the elements of trust, commitment and collaborative communication. If such a foundation does not exist or has eroded, the sponsorship relationship is fragile and can be endangered by various factors. Originality/value This study uses inductive reasoning to devise a framework that enables sponsees to anticipate when sponsors are likely to discontinue their sponsorship such that the sponsees can take actions accordingly. Apart from validating existing reasons for sponsorship dissolution, this research also presents novel and previously undiscovered sponsorship disruptors.
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Salma, Aqidah Nuril. "PENGARUH SPONSORSHIP DALAM MENINGKATKAN BRAND AWARENESS (Studi pada Sponsorship Garuda Indonesia Terhadap Liverpool FC sebagai Global Official Airline Partner)." INJECT (Interdisciplinary Journal of Communication) 2, no. 1 (2018): 1. http://dx.doi.org/10.18326/inject.v2i1.1-26.
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Garuda Indonesia is the first and the only airline in Indonesia that implement sponsorship programs with international soccer club, Liverpool FC. This study uses sponsorship dimension consisting of target audience reach, compatibility with the company’s or brand positioning, and message capacity. This research applies quantitative approach and involves 83 respondents as samples collected by non-probability and snowball sampling techniques. The results suggest that sponsorship has a strong effects towards brand awareness. Futher, multiple regression analysis also indicates that the dimensions of sponsorship compatibility with the company’s or brand positioning have the biggest influence towards brand awareness than the other two dimensions.
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Zhu, Huawei, Qingan Li, and Junyun Liao. "Doing well when doing good: the fit between corporate sponsorship and brand concept." Journal of Consumer Marketing 35, no. 7 (2018): 733–42. http://dx.doi.org/10.1108/jcm-03-2017-2156.
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Purpose Firms are now investing heavily in sponsorship, yet much of this sponsorship fails to deliver the expected positive outcomes to firms. This paper aims to address this problem by taking into consideration the nature of corporate sponsorship and the fit between brand image developed by corporate sponsorship and established brand concept. Design/methodology/approach Two separate studies were conducted. Study 1 aimed to test the main effect of two types of corporate sponsorship on consumer responses to the brand and the mediating role of brand image perception. Study 2 used a different design to test the moderating effect of brand concept. Data collected from two distinct samples were analyzed using MANCOVA and regression analysis. Findings The results from two studies indicated that two types of corporate sponsorship commercial and philanthropic influenced consumer response through varied mechanisms. Specifically, commercial sponsorship increased the competence perception of sponsors and thereby enhances purchase intention, while philanthropic sponsorship promoted brand attitude through strengthening the warmth perception of sponsors. Moreover, the fit between established brand concept and brand image perceptions is critical for consumer responses. That is, warmth perception was more congruent with the self-transcendence brand concept, while competence perception fitted better with the self-enhancement brand concept in increasing consumer responses. Originality/value This paper divides corporate sponsorship into commercial and philanthropic sponsorship and investigates the process of achieving fit when conducting corporate sponsorship. More important, this paper adds to the literature by investigating the interaction between brand image produced by corporate sponsorship and original brand concept, which helps to reveal how fit occurs when conducting sponsorship.
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Mujkic, Dino, Inga Butienė, Irena Valantinė, and Izet Rado. "CRITERIA AND INDICATORS NEEDED TO ATTRACT SPONSORS AND DONATORS FOR SPORT." Baltic Journal of Sport and Health Sciences 4, no. 107 (2017): 17–22. http://dx.doi.org/10.33607/bjshs.v4i107.35.
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Background. Since 1980s, sponsorship has increasingly grown and is a powerful and strategic tool used by companies to support their marketing communication plans (Desbordes & Tribou, 2007). Sports and culture sponsorships have become a popular and expensive marketing and public relations instruments. Very often it is clear that return on investment (ROI) is not an appropriate measure due to a lack of indicators established for this purpose. At the same time it is not clear what to follow and which criteria organizations should meet to get sponsorship or donation. The main aim of the research was to find the indicative markers to attract partners to participate in the sport and culture projects in accordance with well-established criteria for company promotion. Furthermore, exploring possibilities we aimed at developing common guidelines for sport, culture and educational institutions in order to have relevant common approach for company’s partnership and to clarify it as a product’s promotion and marketing sales of a company as social responsibility and excellent public relation. Methods. The purpose of the study was to identify the objectives of sponsors we deem important when evaluating professional sport sponsorship opportunities in Bosnia and Herzegovina (BiH). Twenty-four valid responses, out of 30 received organizations that had sponsored sport and culture projects, were analysed to identify relevant criteria and indicators. The survey questions were designed based on the methods employed by other sponsorship researchers (Greenhalgh & Greenwell, 2013). Results and Conclusions. The present research was based on the information from questionnaires intentionally designed for targeting marketing or public relations managers in 24 organisations in BiH. Data processing, which included significance of differences and observed frequency distribution, along with ranking sponsorship objectives, criteria and indicators were used for conclusion, giving us a clear indicators’ frame. The study results show that no transparent sponsorship or partnership criteria in line with organisation mission exist. It is more difficult for an organization or a project to identify and attract sponsors or partners. Measuring social responsibility as a tool for appropriate public relations strategy is one of the added values of the research.
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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 (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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Tsiotsou, Rodoula. "A stakeholder approach to international and national sport sponsorship." Journal of Business & Industrial Marketing 26, no. 8 (2011): 557–65. http://dx.doi.org/10.1108/08858621111179831.
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Kim, Daehwan, Yongjae Ko, J. Lucy Lee, and Yong Cheol Kim. "The impact of CSR-linked sport sponsorship on consumers’ reactions to service failures." International Journal of Sports Marketing and Sponsorship 21, no. 1 (2019): 70–90. http://dx.doi.org/10.1108/ijsms-01-2019-0011.
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Purpose Drawing on the corporate association framework and attribution theory, the purpose of this paper is twofold: first, to examine the shield effects of CSR-linked sport sponsorship on consumer attitudes toward a sponsor, attribution patterns in a sponsor’s service failure and repurchase intentions and second, to investigate the halo effect of CSR-linked sport sponsorship on corporate ability (CA) associations and the relationship between CA associations and consequential variables in the context of service failure. Design/methodology/approach A scenario-based two-factor (sponsorship types: baseline vs sport sponsorship vs CSR-linked sport sponsorship × service failure types: flight delay vs cancellation) experimental design was employed. Findings The results indicate that CSR-linked sport sponsorship outperforms non-CSR sport sponsorship in forming CSR association and developing CA association. Both CSR and CA associations are found to positively influence the consumer’s attitude toward a service provider. Consumers with positive attitudes attribute the sponsor’s service failure to external factors, leading to repurchase intention after a service failure. Originality/value This study connects two fields of research, service failure and sport sponsorship, thereby providing evidence on how CSR-linked sport sponsorship can play a shield role in the context of service failure and whether CSR-linked sport sponsorship can be a proactive strategy for service providers in industries where service failures are inevitable. Additionally, this study provides empirical evidence on whether CSR-linked sponsorship can lead consumers to perceive service quality as “doing right leads to doing well” by creating a halo effect.
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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 (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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Bagramian, Ruben, Judith Madill, Norm O’Reilly, et al. "Evaluation of sport participation objectives within a health-focussed social marketing sponsorship." International Journal of Sports Marketing and Sponsorship 20, no. 2 (2019): 206–23. http://dx.doi.org/10.1108/ijsms-01-2018-0011.
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Purpose The purpose of this paper is to empirically test O’Reilly and Madill’s (2012) process model to assess social marketing elements of a multi-year partnership between Coca-Cola Canada and a physical activity microgrant program, known as Teen Challenge, managed by ParticipACTION, a Canadian not-for-profit organization that champions sport and physical activity participation. ParticipACTION’s Teen Challenge is a multi-year initiative that was developed in 2008 and involves over 5,800 community organizations (COs) and over 500,000 Canadian teens across the nation (ParticipACTION, 2016). Design/methodology/approach A series of ten hypotheses related to the evaluation are tested using longitudinal data from event participants over a five-year period from 2009 to 2013. Findings The study revealed that sponsor and sponsee shared objectives around sport participation, including the three found in this study. Practically, this is a positive result for sport participation properties who might now consider this as part of a sponsorship sales strategy. The research found that both Coca-Cola Canada and ParticipACTION have the following shared objectives in this particular sponsorship: motivate and support youth to get active and live a healthy life; remove barriers that youth face in getting physically active; and encourage more COs to be involved in the program. Conceptually, this finding extends the discussion of shared social marketing objectives in sponsorship proposed by Madill and O’Reilly (2010). Research limitations/implications The findings support the sponsorship literature, in suggesting that shared objectives among sponsorship partners are important for the sponsorship to achieve successful outcomes (Cornwell et al., 2001). Shared sponsorship objectives can be utilized as a strategic tool for the sponsee to demonstrate the effectiveness of the program and to build a long-term relationship. The results of the logistic regression analysis indicate that COs which viewed partners’ collaboration as positive agreed that the Teen Challenge program made physical activity more accessible and affordable for youth. Practical implications This study provides several important implications for non-profit organizations that aim to establish an effective social marketing campaign. One way for non-profit organizations to build a strong relationship with sponsors was through positive collaboration where the two partners work together (e.g. activation) to maximize the sponsorship’s effectiveness. First, it increased youth participation in the Teen Challenge program and made it affordable for teens to participate in other physical activity programs. Second, it enhanced Coca-Cola’s image as supporters of active lifestyle in the eyes of COs. Finally, it affected the likelihood that COs would recommend the program. Social implications Results of the survey of COs that are registered with the program provides us with another important finding that positive partner collaboration is only one component of overall effectiveness. Another component would be to take action to communicate to COs that positive collaboration indeed took place in the sponsorship. One way to achieve this goal is to demonstrate to COs the importance of funding that the sponsor provides as well as the impact of sponsorship partners’ positive collaboration on the overall program. The authors also found that sponsorship partners’ positive collaboration in the delivery of the Teen Challenge program played an important role in whether COs recommend the program to others. Originality/value The results of this research contribute to the evaluation of the sponsorship of a health-oriented social marketing sponsorship of a sport participation property or sponsee (ParticipACTION) and a major brand as sponsor (Coca-Cola).
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Singh, Swati, and Sita Vanka. "Mentoring is essential but not sufficient: sponsor women for leadership roles." Development and Learning in Organizations: An International Journal 34, no. 6 (2020): 25–28. http://dx.doi.org/10.1108/dlo-05-2019-0100.
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Purpose The purpose of the article is to highlight the importance of sponsorship in the career advancement of women and how it can also promote diversity in leadership. Design/methodology/approach The paper uses the PwC’s Breakthrough program illustration to demonstrate how the potential of sponsorship can be leveraged to enhance diversity. Findings Research in leadership, diversity, and inclusion indicates that the leadership gender gap is a major challenge faced by organizations. Most of the organizations employ mentorship as a strategy for women’s career development. However, it is difficult to assess the measurable impact of this on the careers of women and how it could help in improving diversity in leadership roles. The findings suggest that sponsorship, which is an action-oriented strategy can complement mentoring and bring desired results. Originality/value The paper analyses the role of mentoring and sponsorship in the career development of women. The paper also highlights the differences between mentorship and sponsorship. Furthermore, it demonstrates the importance of sponsorship in promoting diversity with the help of PwC’s illustration.
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Karjaluoto, Heikki, and Lasse Paakkonen. "An empirical assessment of employer branding as a form of sport event sponsorship." International Journal of Sports Marketing and Sponsorship 20, no. 4 (2019): 666–82. http://dx.doi.org/10.1108/ijsms-10-2018-0103.
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Purpose The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event sponsorship context. Design/methodology/approach This study developed a set of hypotheses, which were tested in the context of a business-to-business multinational organization’s sport event sponsorship project. Empirical data were collected from 716 employees of the case company after the sponsorship project was complete. Findings The results support all the hypotheses and reveal that a sport event sponsorship project can act as a means to achieving EB goals in the investigated context. Research limitations/implications The sample of the study was limited to the existing personnel of one case company. The study measures the effects at a single point in time, thus the findings should be validated with longitudinal research design. Practical implications The results propose that companies can benefit from integrating sport sponsorship with internal EB. Practitioners are advised to create sponsorship projects that involve current employees effectively. Originality/value The study adds to the literature by being among the first empirical studies to have tested the effects of EB among current employees via a sponsorship project.
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Giles-Corti, Billie, Johanna P. Clarkson, Robert J. Donovan, et al. "Creating Smoke-Free Environments in Recreational Settings." Health Education & Behavior 28, no. 3 (2001): 341–51. http://dx.doi.org/10.1177/109019810102800308.
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To facilitate the banning of tobacco industry sponsorship, Australian health promotion foundations were established to provide health sponsorship to sport, arts, and racing organizations. Health sponsorship dollars procure health sponsorship benefits such as naming rights, signage, personal endorsement of a (health) product by a performer or player, and structural controls such as smoke-free policies. Data are presented from surveys and observations of spectators attending events sponsored by the West Australian Health Promotion Foundation (Healthway) and surveys of Healthway-sponsored organizations and the community. The results demonstrate that by using health sponsorship, Healthway increased the prevalence of smoke-free policies in recreational settings, and there was growing support for these policies. There was evidence of good compliance with smoke-free policies, thus reducing exposure to environmental tobacco smoke. The introduction of smoke-free policies in recreational settings has involved working collaboratively with sectors outside of health, taking an incremental approach to change, and gaining the support of stakeholders by communicating evaluation results.
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Jensen, Jonathan A., Lane Wakefield, Joe B. Cobbs, and Brian A. Turner. "Forecasting sponsorship costs: marketing intelligence in the athletic apparel industry." Marketing Intelligence & Planning 34, no. 2 (2016): 281–98. http://dx.doi.org/10.1108/mip-09-2014-0179.
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Purpose – Due in large part to the proprietary nature of costs, there is a dearth of academic literature investigating the factors influencing the costs for sport marketing investments, such as sponsorship. Therefore, the purpose of this paper is to provide an analytical framework for market intelligence that enables managers to better predict and forecast costs in today’s ever-changing sport marketing environment. Design/methodology/approach – Given the dynamic and ultra-competitive nature of the athletic apparel industry, this context was chosen to investigate the influence of four distinct factors on sponsorship costs, including property-specific factors, on-field performance, and market-specific factors. A systematic, hierarchical procedure was utilized in the development of a predictive empirical model, which was then utilized to generate predicted values on a per property basis. Findings – Results demonstrated that both property-specific and performance-related factors were significant predictors of costs, while variables reflecting the attractiveness of the property’s home market were non-significant. Further analysis revealed the potential for agency conflicts in the allocation of resources toward properties near the corporate headquarters of sponsors, as well as evidence of overspending by challenger brands (Adidas, Under Armour) in their quest to topple industry leader Nike. Originality/value – Though the context of apparel sponsorships of US-based intercollegiate athletic programs limits the generalizability of the results, this study represents one of the few in the literature to empirically investigate the determinants of sponsorship costs, providing much-needed guidance to aid decision making in a highly volatile, unpredictable industry.
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Jensen, Jonathan A., David Head, and Christopher Mergy. "Investigating sponsor decision-making: the role of schema theory, agency conflicts, and signaling theory in the persistence of naming rights agreements." International Journal of Sports Marketing and Sponsorship 21, no. 3 (2020): 467–86. http://dx.doi.org/10.1108/ijsms-06-2019-0067.
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PurposeNaming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for decades, while others end after just a few years, have yet to be investigated. Thus, this study examines the decision-making of brand marketers by investigating the predictors of a sponsoring brand's decision to either continue or dissolve such agreements.Design/methodology/approachUtilizing a global data set of 219 naming rights agreements, an empirical approach is utilized to isolate whether a variety of factors increase or decrease the probability of sponsorship dissolution.FindingsResults indicate that agreements entered into with new, as of yet-unnamed facilities lead to a reduction in the probability of dissolution, with a high level of brand equity also reducing the probability of dissolution. Agency conflicts may also play a role, as the sponsoring firm being headquartered in the same metropolitan area as the facility also contributes to the persistence of such agreements.Originality/valueThese results are intended to assist both sides of what is ideally a long-term relationship in better understanding the factors that may either contribute to or inhibit longer-term partnerships.
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Otto, Felix, and Christopher Rumpf. "Animation intensity of sponsorship signage." Sport, Business and Management: An International Journal 8, no. 2 (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.