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McKechnie, Donelda S. "PromoSeven Sports Marketing." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–5. http://dx.doi.org/10.1108/20450621111110348.
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Subject area Sport marketing, sponsorship, marketing strategy, event management. Study level/applicability Undergraduate and Postgraduate Business and Management. Case overview This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew attention to Dubai's financial situation. Expected learning outcomes This case can be used to teach sport marketing, sponsorship, event management, and marketing strategy. It can also be used to identify target market segments for sports and the positioning that may appeal to those segments. Supplementary materials A teaching note is available on request.
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Radicchi, Elena. "Sports Sponsorship Evolution in the Economic Recession: Analytical Evidence from Empirical Cases." Physical Culture and Sport. Studies and Research 61, no. 1 (June 1, 2014): 51–64. http://dx.doi.org/10.2478/pcssr-2014-0005.
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Abstract Sport sponsorship has developed into a major global industry. Even though it is still a significant communication tool for companies, in recent years, sponsorship is no more just a matter of exposing a logo on a jersey or purchasing an in-stadium sign. Rather sponsors and sport entities should engage in an activity that enables them to exchange value. Sponsorships are moving toward complex patterns of interactions in which each “player” is engaged in a meaningful activity that can deliver mutual benefits. The aim of the paper is to analyze the sport sponsorship’s evolution in the latest economic recession. To understand the patterns of relations among different actors involved within a sport sponsorship arrangement, we take as “interpretive lenses” the strategic partnerships’ theoretical framework and make an application to a wide range of empirical sponsorship cases. Our main focus are national and international sponsorships related to professional teams and major sports events in which we are able to underline roles and strategic behaviors of sponsors and sport entities. The empirical analysis has been supported by a qualitative methodology. Data and information has been gathered using online secondary sources. Moreover, interviews with key executives and professionals involved within several sport sponsorships deals have been carried out. Findings suggest that sport sponsorships are assuming the role of a huge variety of agreements-exchange transactions, collaborations, strategic alliances, cooperation, consortia, etc.-that involve multiple complementary assets (technology, distribution channels, financial resources, etc.) and functions (R & D, marketing, organization, etc.). Furthermore, by implementing sports partnerships corporate and/or institutional actors are able to emerge among various stakeholders and to gain a global exposure.
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Waguespack, Blaise, and Scott Ambrose. "AIRLINE SPONSORSHIPS AND SPORTS – AN EXPLORATORY REVIEW OF MAJOR AIRLINE ENGAGEMENT." Journal of Air Transport Studies 10, no. 1 (January 1, 2019): 110–24. http://dx.doi.org/10.38008/jats.v10i1.19.
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Airline involvement in sport sponsorship has grown over the last few years as sponsorship activity has proven effective as one method to reach a global audience. Aiding in this move to the use of sponsorship is the growing role of social media networks that can be utilized with traditional media and event marketing activities to leverage the impact of the sponsorship. However, the extent of involvement in sports, the leading area of sponsorship activity, and across other events by the world’s major air carriers varies greatly. This review examines the reported sponsorships engagements in sports by leading global airlines at the airline’s web site.
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Thwaites, Des. "Sports Sponsorship." Journal of Promotion Management 2, no. 1 (January 25, 1994): 27–44. http://dx.doi.org/10.1300/j057v02n01_03.
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Blake, Julian, Sonja Fourie, and Michael Goldman. "The relationship between sports sponsorships and corporate financial returns in South Africa." International Journal of Sports Marketing and Sponsorship 20, no. 1 (February 4, 2019): 2–25. http://dx.doi.org/10.1108/ijsms-12-2016-0088.
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Purpose Sponsorship is a major contributor to income in the South African sports arena, and is a critical component allowing sports unions to remain financially viable and sustainable. Sports sponsoring companies, however, have long questioned the financial returns generated from these ventures. The purpose of this paper is to understand whether financial returns of companies with sports sponsorship in South Africa are significantly different to those without. This research was conducted on Johannesburg Stock Exchange (JSE) listed companies that sponsored sport consistently between 2000 and 2015 for a period of two years. A quantitative methodology was employed whereby share price, revenue and earnings growth were analysed, comparing firms that did not adopt strategies involving sports sponsorships to those that did. Design/methodology/approach A quantitative methodology was employed, whereby share price, revenue and earnings growth were analysed, comparing firms that did not adopt strategies involving sports sponsorships to those that did. South Africa is an emerging market and a member of the BRICS Forum ranked 14th in the sport sponsorship market globally (Sport Marketing Frontiers, 2011), becoming increasingly dominant in the global sports industry (Goldman, 2011). The population consisted of JSE-listed Main Board and alternative exchange companies that participated in any form of consistent sports sponsorship in the given time frame: 2000-2015, where the company’s share price, revenue and earnings per share (EPS) data for the period were available from the INET BFA database. The JSE is ranked 17th in terms of market capitalisation (over $1 trillion) in the world, being the largest stock exchange on the African continent with over $30bn being traded on average monthly. Multiple journals today publish research done on the JSE, for example the International Journal of Sports Marketing and Sponsorship, Investment Analysts Journal and the South African Journal of Accounting Research. This stock exchange is 125 years old and has over 400 listed companies of which 358 are domestic (Kruger et al., 2014). Findings Results show that companies involved in sports sponsorship during the period analysed did not experience enhanced share price or revenue growth in excess of those companies not involved in sports sponsorship. As a whole, sports sponsoring companies did however experience greater income growth (EPS) than those companies not involved in sports sponsorship. Enhanced revenue growth was found in the consumer services sector, indicating that sport sponsorship in this sector drives brand image and recall resulting in enhanced revenues. These results though indicate that a multitude of differing objectives may exist for companies engaging with sports sponsorship, with increased sales not the singular objective. In general it is concluded that sports sponsorship is considered to achieve a broad spectrum of outcomes that are likely to contribute to increased profitability. Research limitations/implications The relatively small size of 40 firms on the JSE in the South African sports sponsorship market is a limitation for this research. The purely quantitative approach limited the ability to gain the required level of insight into those sectors with small samples, which a qualitative study would reveal. SABMiller as example could not be analysed against its sector peers, given that it is one of the most prominent and consistent sports sponsors in South Africa across all major sporting codes. The telecommunications sector was represented entirely by companies that were involved in sports sponsorship and, hence, no in-depth comparison could be conducted within this sector. Vodacom, a major sponsor of sport in South Africa, could not be compared with its peers utilising purely financial and statistical methods. Cell C is one of the most prominent sponsors of rugby in South Africa, through its title sponsorship of the Cell C Sharks, and was not included in this study as it is not listed on the JSE. It is suggested that such companies should be included in a qualitative study approach. Practical implications The results of the Mann-Whitney U test for the consumer services and financial sectors confirm no significant difference in EPS growth for companies utilising consistent sports sponsorship as part of their marketing mix to those that do not. The consumer services sector has seen above-average revenue growth from sports sponsorship compared with its sector peers; however, the sector was unable to convert this increased revenue growth into increased profits, suggesting that the cost of sponsoring, as well as the operating costs associated with sports sponsorship, counteract any growth in revenue. Social implications The sample of sports-sponsoring companies experienced a larger annual mean EPS growth rate of 30.6 per cent compared to the remaining JSE Main Board companies which grew EPS annually at 27.4 per cent. The results of the Mann-Whitney U test confirm a significant difference in EPS growth for companies utilising consistent sports sponsorship as part of their marketing mix. From a practical interpretive perspective, this result reveals that those companies in South Africa involved in sports sponsorship consistently attain greater than market-related profit growth. This poses some interesting points for discussion, given that revenue growth was not statistically different, which suggests that many sponsors are utilising the sponsorships for purposes other than sales growths that result in a profitable outcome. The potential range of options is large but would likely comprise the creation of stronger supplier relationships, resulting in optimised business inputs. Sponsors might be utilising sponsorships to improve corporate social status, which assists them in creating regulatory compliance, in some instances. Additionally, these sponsorships may be utilised to maintain key client relationships that provide the highest levels of profitability, and whilst this might not grow revenue through new business acquisition, it may result in higher profitability as a result of a loyal and stable customer base. Originality/value Much of the available research focusses on the sponsorship of specific sporting events and the share price impact thereof at specific occasions like the announcement, renewal and termination. Where research is conducted across a multitude of sporting events and codes, this predominantly focusses on share price performance only, with varying and somewhat inconclusive results. There is little research focussing on wider, more comprehensive sets of sponsored events and sporting codes, and that seeks to provide an understanding of financial returns for sponsoring properties. In a study of more than 50 US-based corporations it was found that, as a group, corporations which consistently invested in sports sponsorships outperformed market averages, and that those with higher sponsorship spend achieved higher returns (Jensen and Hsu, 2011). The study utilised descriptive statistics. More analysis, utilising detailed statistical analysis, is required to better understand the effects of sponsorship on the wider set of variables analysed. In this case, a five-year compound annual growth rate was calculated for stock price appreciation, total revenue, net income and EPS, and analysed descriptively with only means and standard deviation. Measurement of such variables assists with an understanding of the materialized results of sponsorship as opposed to much of the work in this field, which analyses market reactions to sponsorship announcements.
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Vance, Lenny, Maria M. Raciti, and Meredith Lawley. "Beyond brand exposure: measuring the sponsorship halo effect." Measuring Business Excellence 20, no. 3 (August 15, 2016): 1–14. http://dx.doi.org/10.1108/mbe-07-2015-0037.
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Purpose Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared. Design/methodology/approach This archival analysis study is based on six years of brand tracking data (comprising some 15,500 consumer surveys) supplied by a large Australian company. A sponsorship portfolio matrix is developed to measure the halo effect. Findings This study demonstrates that a sponsorship’s halo effect can be measured and comparisons can be drawn across sponsorship types within a portfolio. The study shows that despite the significantly higher levels of brand awareness achieved by commercially oriented professional sports sponsorship types, community relations oriented sponsorship types achieve a greater halo effect because of their more positive impact on the sponsor’s brand attributes. Originality/value The matrix provides a valuable tool by which sponsorships can be compared, evaluated and managed to meet the longer-term brand and marketing objectives of a company.
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Zdrilić, Ivica, Dino Kevrić, and Željko Vrkić. "Sponzorstvo u sportu na primjeru hrvatskih košarkaških klubova." Oeconomica Jadertina 7, no. 2 (December 28, 2017): 51. http://dx.doi.org/10.15291/oec.1405.
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Sports sponsorship is one of the fastest growing forms of marketing communication and as such it is extremely attractive to many companies looking for a more efficient way of attracting customers. The article presents a theoretical review of literature, from sports marketing and sponsorship in a broader sense to sports sponsorship, its main forms as well as the positive and negative aspects related to it. It presents an overview of the status of sports sponsorship in the Republic of Croatia and its development after the economic crisis. What is emphasized in this article is the research of sponsorship in sports on the example of Croatian basketball clubs, which examines how much do clubs invest in their marketing and what are their strategies in the process of attracting sponsors. The research was conducted on Croatian male first-league basketball clubs, showing that they do not have the appropriate strategy when looking for sponsorships, or they do not address the issue appropriately.
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Breuer, Christoph, and Christopher Rumpf. "The Impact of Color and Animation on Sports Viewers’ Attention to Televised Sponsorship Signage." Journal of Sport Management 29, no. 2 (March 2015): 170–83. http://dx.doi.org/10.1123/jsm.2013-0280.
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Although competition for viewers’ attention to sponsorship signage in sport telecasts has become a growing issue in sponsorship-linked marketing, sport management research has not yet investigated how to create eyecatching sponsorship signage in the cluttered visual surroundings of sport events without negatively affecting the viewers’ first objective: watching sports. This research takes into account the peculiarities of televised sport sponsorship platforms by including (1) the concurrent appearance of sport action and sponsor signage, (2) the color contrast between signage and sport surroundings, and (3) viewer confusion as a reaction to an overload of sponsorship information. Based on a laboratory study, it was found that both color and animation significantly impact sports viewers’ attention. However, animation can lead to visual confusion for television sport viewers, and may jeopardize intended sponsorship effects. These findings provide scientific evidence for the opportunities and risks of visual features in sponsorship-linked marketing.
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Gorelikov, Valery. "SPONSORSHIP AS A FORM OF MARKETING PRODUCT IN SPORTS." SCIENCE AND SPORT: current trends 8, no. 4 (December 1, 2020): 78–85. http://dx.doi.org/10.36028/2308-8826-2020-8-4-78-85.
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Purpose of Research – to find out the role of sponsorship in the revenue of sports organizations and determine the requirements for this product for its effective realization in the future. Research Methods. The basic methods used in this experiment are content analysis and theoretical research. The sources of information were reporting and analytical reviews, interviews of sport finance experts and marketers, annual reports of federations, leagues and clubs, reports of consulting companies, and websites of the mentioned structures. Research results. The authors carried out the analysis of key marketing products in sports, study of markets of sports sponsorship, international sports events and sports organizations to identify main marketing products in sports, with emphasis on the sponsorship, international and Russian markets. The authors assessed Russian market and explored its development prospects. Conclusion. The study revealed the basic requirements for sponsorship as a marketing product in sports, which are essential for its effective implementation and the increase of profit of sports organizations. The fulfillment of these requirements for sponsorship can become a new growth point of income.
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Dietl, Helmut M., Anil Özdemir, and Nicolas Schweizer. "Outsourcing sports sponsorship activities: a multi-theoretical approach." Sport, Business and Management: An International Journal 7, no. 1 (March 13, 2017): 77–96. http://dx.doi.org/10.1108/sbm-09-2014-0041.
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Purpose The purpose of this paper is to understand and explain why some professional sports organizations outsource their sponsorship-related activities to sports marketing agencies, whereas others purposely retain these activities in-house. Design/methodology/approach The paper applies transaction cost economics (TCE) and the resource-based view (RBV) to outsourcing of sports sponsorship activities. It examines the extent determinants descending from these theories influence the sourcing choice of professional sports organizations. Findings This paper argues that determinants derived from TCE and the RBV are useful to understand the factors likely to influence an outsourcing decision and to analyze which sponsorship-related activities are more or less likely to be outsourced. However, these determinants are insufficient to shed light on why sports organizations arrive at different conclusions about their internal and external environments. With recourse to contingency theory, the authors propose two additional contingencies that affect the sourcing decision: a sport organization’s size and its degree of professionalism. This integrative conceptual framework improves the understanding of sports sponsorship outsourcing, makes several propositions, and paves the way for future empirical research in sports sponsorship. Originality/value This is the first paper to apply classical theoretical concepts to outsourcing sports sponsorship activities. As a conceptual paper, it hopes to stimulate further research on outsourcing in sports sponsorship and on the relationship between sports organizations and sports marketing agencies.
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Kruger, Thomas S., Michael Goldman, and Mike Ward. "The impact of new, renewal and termination sponsorship announcements on share price returns." International Journal of Sports Marketing and Sponsorship 15, no. 4 (April 1, 2014): 10–25. http://dx.doi.org/10.1108/ijsms-15-04-2014-b003.
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What impact do sports sponsorship announcements have on the share price returns of sponsoring firms? This research examines the impact of new, renewal and termination sponsorship announcements on returns, employing event study methodology to analyse 118 announcements made by 19 firms over more than 11 years. The mixed findings across all three announcement types indicate the lack of consideration given to sponsorship investment by investors. The findings suggest that, although firms may position their sponsorships so that they contribute towards a competitive advantage, announcements of sports sponsorships are not always taken into account by the market.
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Bjerke, Rune, and Erlend Kirkesaether. "How Should Sponsorship Activation Work? A Sports Event and Athlete-Based Brand Building Framework (SEA-BB) Capturing an Internal and External Route." Event Management 24, no. 6 (November 20, 2020): 711–33. http://dx.doi.org/10.3727/152599519x15506259856002.
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This article proposes a sponsorship activation framework that shows the way sponsors realize internal and external brand building objectives and how important sponsorship characteristics and capabilities can be used as tools in sponsors' brand building. The framework is a result of a conceptual and exploratory approach, a merger of theories from marketing and organization, and findings based on qualitative data. As well as reviewing relevant literature, we interviewed two marketing managers from institutions representing sports sponsorship objects and eight marketing managers with sponsorship responsibility working for eight different sponsors. Additionally, applying a case study methodology, we analyzed documents describing sponsorship strategies of three sports sponsors and interviewed their marketing managers. In the article we present a sponsorship activation framework (Sports Event and Athlete-Based Brand Building) (SEA-BB) and the Sports Event and Athlete Sponsorship Object Star (SEA-SOS) model. The framework serves as a specific guideline for sponsorship objects, such as sports events and sports athletes and suggests the important characteristics and capabilities they should develop to attract sponsors. For sponsors, the Sponsorship Object Star recommends what object characteristics and capabilities are important to facilitate sponsors' internal and external brand building. The proposed frameworks serve as effective guidelines for both sports sponsors and sports sponsorship objects like events, sports organizations, teams, and athletes.
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Jagodic, Tone, and Zlatko Mateša. "Some aspects of legal regulation of sports marketing." Zbornik radova Pravnog fakulteta u Splitu 58, no. 1 (February 9, 2021): 1–14. http://dx.doi.org/10.31141/zrpfs.2021.58.139.1.
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There are different marketing activities generating money for sport subjects depending on their properties which are offered for commercial exploitation. Marketing consists of different tools and ways how to generate money for sport such as selling of broadcasting (TV) and media rights, sponsorship, merchandising, licensing, ticketing, charities, donations, patronages. From the legal point of view, it is interesting to explore how different marketing tools are regulated. Certain parts of marketing matters are covered by legal rules. In 2011 Commission on Marketing and Advertising of the International Chamber of Commerce (ICC) issued the latest version of the ICC International Advertising and Marketing Communication Code. The document applies to different forms of sponsorship relating to corporate image, brands, products, activities or events of any kind. It includes sponsorship by both commercial and non-commercial organizations. The basic connection represents association between sports property and sponsor brand as a tool how to transfer image of the sport to the sponsor. The nature of the Code implies good governance in the field of sponsorship. Special attention deserves the principle of respecting the sponsorship property. The Code represents a useful opportunity for companies, business, associations, courts of law, public authorities, self regulatory bodies on national and international level and other institutions which are supposed to solve disputes in sponsorship cases. European Union law together with national legislation of EU members have set up rules for advertising sector of TV broadcast. Television without Frontiers Broadcasting Directive consists with the detailed time and other limitations for different situations. As EU directive does not regulate visual coverage of sponsor logos and other insignia visible during sport competition on TV that means that sponsors and other subjects do not need to respect rules of the directive. In the absence of formal legislation on national and international level the ICC Code represent a very useful tool to handle sponsorship agreements and possible disputes which could arise from them. The Code is designed primarily as an instrument for self-discipline. On the other hand it is also intended for use as an interpretative aid for the parties in the clarification of uncertainties arising under the sponsorship, as well as a reference for courts or arbitrators in sponsorship disputes.
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Jin, Chang-Hyun. "Retrospection and state of sports marketing and sponsorship research in IJSMS from 1999 to 2015." International Journal of Sports Marketing and Sponsorship 18, no. 4 (November 6, 2017): 363–79. http://dx.doi.org/10.1108/ijsms-04-2016-0002.
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Purpose Based on the increasing significance and proliferation of sports marketing and sponsorship, it is important to explore the state of sports marketing and sponsorship research, assess the development of sponsorship-related research, and grasp its future directions. Thus, the purpose of this paper is to help scholars understand future research directions to improve our knowledge of sports marketing and sponsorship. Design/methodology/approach This study used content analysis that incorporated three multidimensional measures and applied social network analysis in order to identify the knowledge structure of sponsorship research. The authors conducted content analysis to assess the status of the nature of sports marketing and sponsorship in the International Journal of Sports Marketing & Sponsorship (IJSMS). The authors coded 282 articles published in the IJSMS from 1999 through 2015 using three multidimensional measures. Findings Analyzing research trends in specific academic fields helps improve and provide understanding of research practices and future research directions to improve knowledge, in this case about sports marketing and sponsorship. This study is the most up-to-date research trend study regarding sports marketing and sponsorship (December 2015). Compared with previous trend studies that have focused on research purpose, research perspective, statistical method, and subject area, this study offers a more detailed analysis based on a wider set of concepts such as game types, individual authors, affiliated organizations, countries of origin, etc. Furthermore, social network analysis was used to identify the knowledge structure of sponsorship research in the IJSMS. The study provides valuable insight into the challenges marketers and scholars face as they implement a more market-centric business strategy. Research limitations/implications The study aims to highlight the knowledge structure of sports marketing and sponsorship using social networking analysis. In order to highlight specific research area trends, the process of development should be explored together with the intellectual structure of sports marketing and sponsorship research using “Author Co-citation Analysis”. Such an analysis would provide the advantage of incorporating the development process into sports marketing and sponsorship research. Practical implications Marketers and researchers have long explored the effects of sponsorship, an alternative marketing strategy to commercial advertising that involves placement of brand images and logos on athletes’ uniform and equipment as well as on structural elements of sports venues. Sponsoring the Olympic Games or the World Cup enables marketers to leverage the exposure made possible at a global sporting event, producing favorable responses to sponsoring companies. From a marketing communication perspective, this study makes a valuable contribution to the literature by reviewing the diversity of articles and the knowledge structure of those articles. The results should benefit marketing studies by offering crucial strategic implications for marketers seeking to adopt future sponsorship strategies. Originality/value The results provide valuable insights that can improve the understanding of the knowledge structure of sports marketing and sponsorship and suggest planning and directions for research on similar topics. This study’s findings provide insight into the challenges marketers and managers of corporate sports marketing firms face as they implement a more market-centric business strategy.
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Kim, Doyeop, Matthew Walker, Jun Heo, and Gi-Yong Koo. "Sport league website: an effective marketing communication tool for corporate sponsors." International Journal of Sports Marketing and Sponsorship 18, no. 3 (August 7, 2017): 314–27. http://dx.doi.org/10.1108/ijsms-08-2017-097.
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Purpose Although high-profile sport league website sponsorships have increased in popularity over the last decade, academic research on the topic has not kept pace, resulting in little knowledge of ways to improve the effectiveness of this sponsorship type. This paper aims to discuss this issue. Design/methodology/approach The current study examined the influence of three website-related variables (i.e. website interactivity, website fit, and website credibility), while controlling for a sponsor-related variable (i.e. sponsor familiarity), on consumer attitude toward the sponsor ad and willingness to click on its banner ad. Hierarchical multiple regression analyses indicated three main effects. Practical implications are discussed with limitations and suggestions for future research. Findings This study found three important things. First, website interactivity played an important role in attitude toward the ad and willingness to click on the banner ad. Second, website fit influenced attitude toward the ad and willingness to click on the banner ad. Third, website credibility influenced attitude toward the ad. Originality/value The findings suggest that in order to maximize online sports sponsorship outcomes, companies must keep in mind that the interactivity between the web users and the site should be regarded as the most pragmatic result which could come from the online sports sponsorship territory.
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Jalleh, Geoffrey, Robert J. Donovan, Billie Giles-Corti, and C. D'Arcy J. Holman. "Sponsorship: Impact on Brand Awareness and Brand Attitudes." Social Marketing Quarterly 8, no. 1 (March 2002): 35–45. http://dx.doi.org/10.1080/15245000212545.
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Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in Australia and overseas. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations' events sponsored by health promoting organizations. However, in spite of substantial commercial and health expenditures, there has been little published systematic evaluation of sponsorship. Recent years have seen far more attention to this area. This article presents the results of a study designed to evaluate sponsorship effectiveness in terms of its two main communication objectives: brand awareness and brand attitude. Two health and four commercial sponsorships were evaluated at two major sporting events. Overall, the data suggest that sponsorship can influence both brand awareness and brand attitude, and that the health sponsorships had more impact than the commercial sponsors studied. These and other data confirm the potential usefulness for greater use of sponsorship in social marketing campaigns.
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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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Copeland, Robert, Wendy Frisby, and Ron McCarville. "Understanding the Sport Sponsorship Process from a Corporate Perspective." Journal of Sport Management 10, no. 1 (January 1996): 32–48. http://dx.doi.org/10.1123/jsm.10.1.32.
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Canadian corporations with advertising budgets in excess of $50,000 Cdn that are currently involved in sport sponsorship were contacted through a mailed survey. They were asked about the length and nature of their sport sponsorship involvements, the criteria used to select events, post-event evaluation methods, and reasons for discontinuing past sponsorships. The results revealed that these companies valued sport sponsorship as an important form of marketing communication but supplemented sponsorship initiatives with a variety of other communication measures. None viewed sponsorship as a philanthropic exercise. Respondents repeatedly noted the importance of return on investment in making sponsorship decisions. They valued exclusivity, public awareness, and positive image above other criteria when selecting sponsorship opportunities. Most of the sponsors had discontinued a sponsorship relationship in the past. Furthermore, only one-third of the sponsors felt that the benefits exchanged with sport organizers were fair and equitable.
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Dumitru, Iulian, and Florin Nichifor. "Contemporary dimensions of sports sponsorship." Timisoara Physical Education and Rehabilitation Journal 7, no. 13 (December 1, 2014): 133–39. http://dx.doi.org/10.1515/tperj-2015-0023.
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Abstract Marketing developed close relation with sponsorship since the beginnings of the industrial era of sports. The relation has transformed in a stable relation, the two forces - the sponsor and the sponsored - transforming into two companions of journey. The effort undertaken in this work was focused on analyzing the modern aspects of the partnership generated through sports sponsorship.The current issue and sport sponsorship has come a long way since the first action of its kind until now. Based on the presentation of new concepts on the development efforts in sport sponsorship, content provides a detailed analysis of the actual specifics of this type of activity. Analysis of influence vectors sponsorship process gives us a picture of the forces that can act on this. At the end of our research we focused attention on elements that empowers sports portfolio in terms of corporate interest, the potentiation commercial message and image association. This technique of promotional community for and through sports is maybe the one that manifests the most “laic” status among the promotional forms. This epithet implies a metaphorical approach given by the possibility of accomplishing some objectives that can have some more obvious “corporality” than in the case of the other forms of promotion used in the sports industry. Sports sponsorship has been an early ally of sports, and has remained a basic communicational technique. This fact is due to some determination in double sense: on the one hand, sport has adapted permanently to the dynamics of the range of sponsorship techniques and, on the other hand, the sponsorship tried to use the chameleon-like offer of the sports potential.
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M. Woisetschläger, David, Vanessa J. Haselhoff, and Christof Backhaus. "Fans’ resistance to naming right sponsorships." European Journal of Marketing 48, no. 7/8 (July 8, 2014): 1487–510. http://dx.doi.org/10.1108/ejm-03-2012-0140.
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Purpose – The aim of this article is to contribute to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, the authors find empirical support which provides evidence for fan boycott or resistance. Design/methodology/approach – The authors empirically test a model using a sample of 798 soccer fans and thereby quantify structural relations between determinants and fan resistance. They use a logistic regression to assess potential determinants of fan resistance. Findings – Results indicate that sponsee- and sports-related variables, such as fan/regional identification and attitude toward commercialization, contribute to higher fan resistance. Furthermore, fans see themselves as in-group members who discriminate out-group members. As the sponsoring company takes over control and imposes a “threat” (the change of a stadium’s name) on the group’s ritual place, this results in strong negative emotional reactions. These emotions tend to be repeated and affirmed in intra-group communications which intensify negative reactions unless the sponsor offers a positive contribution from the fans’ standpoints. Our findings confirm that sponsorship fit and perceived benefits of the sponsorship reduce fan resistance while the sponsor’s regional identification is unrelated to fan resistance. Research limitations/implications – Little attention has been paid on negative reactions to sponsorships in the existing research. Therefore, future research could assess negative effects resulting from other sponsorship contexts, such as the sale of a club's naming right, promotion campaigns during the venue and to sponsorship deals in general. Moreover, research should be devoted to finding strategies that lead to a reduction of fan resistance to sponsorship actions. Practical implications – Results show that sponsorship fit reduces fan resistance. Existing literature suggests that sponsorship fit can be improved by emphasis or creation of fit between sponsor and sponsee. Additionally, sponsors should try to build a bridge between sponsor and fans to gain acceptance of the in-group by raising awareness on the benefits that the sponsee receives from their partnership. Moreover, sponsors should actively strive to understand negative reactions of the fans and adapt their communication strategy to avoid resistance, e.g. due to fans’ feelings of overt commercialism. Originality/value – Although naming right sponsorships are generally considered a powerful instrument for companies to gain high profile and market share, they seem not to be entirely free of risk. This article contributes to the literature by conceptualizing the phenomenon of fan resistance and assessing the determinants that contribute to fan resistance when naming rights are sold. Our findings extend the understanding of negative sponsorship effects in addition to the mechanisms and theoretical frameworks that are documented in the literature (Cornwell et al., 2005).
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Walraven, Merel, Ruud H. Koning, Tammo H. A. Bijmolt, and Bart Los. "Benchmarking Sports Sponsorship Performance: Efficiency Assessment With Data Envelopment Analysis." Journal of Sport Management 30, no. 4 (July 2016): 411–26. http://dx.doi.org/10.1123/jsm.2015-0117.
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Over the last decades, sports sponsorship has become a popular and expensive marketing instrument. However, in business practice, projects are often not evaluated properly and academic research considering both costs and benefits of sponsorship is limited. In response to the concern that investments in sports sponsorship should be made more accountable, we propose data envelopment analysis (DEA) as a method for benchmarking sponsorship efficiency, and illustrate its usefulness by applying it on a sample of 72 major Dutch sports sponsorship projects. We find an average efficiency level of almost 0.3, which implies that the average project would have attained the same results with 30% of its fee if it had been performing as well as its benchmark. The results reveal that 12.5% of the investigated sponsorships are fully efficient. Moreover, we find a high degree of variety in efficiency scores; 37.5% of the projects with an efficiency below 0.1. In addition, we show how DEA scores may be used by sponsor managers to identify peers, which are those projects that attain roughly the same sponsorship outcomes, but at lowest budgets. After estimating the efficiency scores, a second step in the analyses involves investigating which sponsorship characteristics affect sponsorship efficiency. For this purpose, we use the DEA scores as a dependent variable in a Tobit regression model. The findings suggest that sponsorship clutter negatively affects sponsorship efficiency, whereas sponsorship duration has a positive effect.
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Ferrier, Susan, Kathryn Waite, and Tina Harrison. "Sports sponsorship perceptions: An exploration." Journal of Financial Services Marketing 18, no. 2 (June 2013): 78–90. http://dx.doi.org/10.1057/fsm.2013.4.
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Toscani, Giulio, and Gerard Prendergast. "Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?" Journal of Nonprofit & Public Sector Marketing 31, no. 4 (October 9, 2018): 428–50. http://dx.doi.org/10.1080/10495142.2018.1526748.
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Noori, Behrooz. "Marketing DSS architecture for sports sponsorship management." Journal of Database Marketing & Customer Strategy Management 19, no. 4 (December 2012): 294–99. http://dx.doi.org/10.1057/dbm.2012.28.
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Kubacki, Krzysztof, Erin Hurley, and Sharyn Robyn Rundle-Thiele. "A systematic review of sports sponsorship for public health and social marketing." Journal of Social Marketing 8, no. 1 (January 2, 2018): 24–39. http://dx.doi.org/10.1108/jsocm-01-2017-0001.
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Purpose This paper aims to provide a systematic review of evaluations of public health and social marketing campaigns reporting the use of sports sponsorship. Sports sponsorship is a key health promotion strategy, yet academic literature on the use of sponsorship in social marketing and public health is surprisingly limited. Design/methodology/approach Seventeen studies were identified following systematic literature review procedures. Findings Coupling of social marketing and public health sponsorship with changes in policies in sporting clubs and associations offers an effective means to achieve desired outcomes, e.g. behaviour change. Research limitations/implications The analysis presented in this review included information that was reported in the identified studies, which might be an incomplete representation of work undertaken but not reported. All of the studies identified in this review were conducted in English-speaking countries. Considerable opportunity for future research is apparent, and areas for future research are outlined. Practical implications Limited evidence was available, and additional research examining the effectiveness of sponsorship in attaining behavioural change is urgently needed. Future studies should assess the role, scope of involvement in, aims and benefits of non-government sponsors of public health and social marketing campaigns; use methods that do not rely on self-reporting, such as observations; and explore the influence of health sponsorship on attitudes, social norms and behaviours. Originality/value This is the first study to provide a systematic review of the use of sports sponsorship in public health and social marketing.
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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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Schmidt, Steffen, Matthias Limbach, Sascha Langner, Klaus-Peter Wiedmann, Levke Albertsen, and Philipp Reiter. "Official sports sponsorship fortress vs ambush marketing attack." International Journal of Sports Marketing and Sponsorship 19, no. 1 (February 5, 2018): 91–108. http://dx.doi.org/10.1108/ijsms-10-2016-0071.
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Purpose The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing. Design/methodology/approach A dual model of brand knowledge is used that considers the implicit and explicit information processing of marketing-induced brand messages. A web study was conducted prior to the 2014 FIFA World Cup. Each participant implicitly and explicitly evaluated either one sponsor brand or one ambush brand before and after watching the video advertisement (within-subject design). A Wilcoxon signed-rank test was used to evaluate each change of the pre-post testing scores. Findings Implicit and explicit brand associations as well as brand behavior were partially affected by the short contact with the advertisements of sponsor brands and ambush brands. In this regard, the implicit association measurements were more sensitive to reveal changes in the brand knowledge structure than their explicit counterparts. Furthermore, sponsorship advertising was slightly more effective than ambush advertising. Originality/value The current exploratory study evaluated for the first time the performance of event-related video advertisements that were originally released on social media of sponsor brands and ambush brands. The findings emphasize the necessary requirement of evaluating the implicit processing in addition to the explicit processing of sponsorship information to ensure a holistic evaluation of consumers’ memory with regard to the effectiveness of a sponsorship activity.
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Wagner, Ulrik. "Agency constraints and possibilities: Athletes manoeuvring between the logics of community, market, profession and corporation in their quest for individual sponsorships." International Review for the Sociology of Sport 53, no. 2 (April 25, 2016): 213–33. http://dx.doi.org/10.1177/1012690216643953.
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The purpose of this qualitative study is to add a sociological dimension to sponsorship research, which is otherwise dominated by marketing research. This paper analyses how world-class but often not well-paid athletes from time-consuming endurance sports like rowing and triathlon seek individual sponsorships as a strategy to improve their financial situation. With regard to theory, an institutional logics perspective is adopted in which logics both provide tools for individual actors as well as representing agency constraints. To understand how athletes cope with the encounter between sport and business, insights from micro-sociology are employed. The findings indicate that various roles are performed, that sponsorship commitment is an issue of finding a balance between ‘gameworthiness’ and integrity and that the quest for an individual sponsorship is deselected as an option by some athletes. These insights are used to sketch out the paradox of sponsorship commitment, where time-consuming sponsorship engagement as a solution to athletes’ financial problems may potentially undermine their professional identity, which is characterised by the quality of their craft – the quality that simultaneously makes the athlete a market asset.
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Johnston, Margaret A., and Luc R. Bourgeois. "Third-person perceptions of gambling sponsorship advertising." Sport, Business and Management: An International Journal 5, no. 5 (November 9, 2015): 413–34. http://dx.doi.org/10.1108/sbm-04-2015-0015.
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Purpose – The purpose of this paper is to examine perceptual and behavioural components of the third-person effect for sport sponsorship marketing communications by legalised gambling companies. Specifically, this research examines judgements about the perceived influence of gambling sponsorship on self, children, and other adults. It also investigates behavioural reactions towards the censorship of gambling sponsorship, and intentions to gamble with sponsors. Design/methodology/approach – An online survey was fielded to a commercial consumer database and yielded 511 usable responses. Four hypotheses were tested to examine perceptions of the effects of gambling sponsorship on self and on others, and whether perceived differences in self/other effects influenced pro-censorship behaviours and gambling intentions. Findings – Findings reveal a range of responses to sport sponsorship by gambling companies. Some individuals view gambling sponsorship positively, they are anti-censorship, and happy to bet with sponsors. Others, who bet on sports, but have no particular allegiance to gambling sponsors, appear highly protective of children, and endorse censorship. Research limitations/implications – This study focused on the perceived impact of gambling sponsorship on other adults and on children. Future research may consider targeting more specific groups such as other sports fans, others engaged in online sports betting, or primary/secondary school age children. Originality/value – This study provides new insights on sponsorship effects, specifically public perceptions of gambling sponsorship advertising and their associated behavioural consequences.
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Martino, Florentine, Alexandra Chung, Jane Potter, Tara Heneghan, Melanie Chisholm, Devorah Riesenberg, Adyya Gupta, and Kathryn Backholer. "A state-wide audit of unhealthy sponsorship within junior sporting clubs in Victoria, Australia." Public Health Nutrition 24, no. 12 (May 26, 2021): 3797–804. http://dx.doi.org/10.1017/s1368980021002159.
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AbstractObjective:To systematically audit the extent of unhealthy sponsorship within junior community sporting clubs and ascertain whether differences exist across geographical areas and sport types.Design:Club sponsorship data were assessed to determine the extent of unhealthy food/beverage, alcohol and gambling sponsorship using a cross-sectional design. Differences across geographical areas were assessed using logistic regressions.Setting:A stratified random sampling procedure was used to select thirty communities across the state of Victoria, Australia. Within each community, local clubs across the top eight participating junior sports were selected for audit.Participants:Sponsorship data were collected from 191 club websites and Facebook pages in September–November 2019.Results:Unhealthy sponsorships represented 8·9 % of all identified sponsorship arrangements. A quarter of all clubs accepted alcohol (25·6 %) and unhealthy food sponsors (25·9 %), and one-fifth of all clubs accepted high-risk food (unhealthy brands with large market share) (18·1 %) and gambling sponsors (20·4 %). Acceptance of unhealthy sponsorship differed across sport types with football, netball, cricket and soccer clubs having the greatest numbers. Compared with metro areas, a significantly greater proportion of sporting clubs in regional areas were affiliated with unhealthy food (32·7 % v. 19·6 %) and high-risk food sponsors (26·9 % v. 9·8 %). A higher proportion of clubs in low socio-economic status (SES), compared with the high SES areas, were affiliated with alcohol (33·9 % v. 16·5 %) and gambling sponsors (27·4 % v. 12·6 %).Conclusion:Victorian children participating in community junior sports are being exposed to marketing of unhealthy brands and products. Public health intervention is necessary to protect children from this exposure.
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Fathi Hussien Alafandi, Ahmed. "Ambush Marketing in Egypt’s Sports Sponsorship: Preliminary Investigations." Assiut Journal of Sport Science and Arts 114, no. 1 (July 9, 2014): 235–51. http://dx.doi.org/10.21608/ajssa.2014.70899.
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Sparks, Leigh. "Sports Sponsorship and Marketing Communications: A European Perspetive." International Journal of Sports Marketing and Sponsorship 7, no. 1 (October 2005): 82–83. http://dx.doi.org/10.1108/ijsms-07-01-2005-b013.
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Pauzé, Elise, Odera Ekeh, and Monique Potvin Kent. "The Extent and Nature of Food and Beverage Company Sponsorship of Children’s Sports Clubs in Canada: A Pilot Study." International Journal of Environmental Research and Public Health 17, no. 9 (April 27, 2020): 3023. http://dx.doi.org/10.3390/ijerph17093023.
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Food and beverage marketing is considered a determinant of childhood obesity. Sponsorship is a marketing technique used by the food industry to target young people when they are engaged in sports. The purpose of this study was to document the frequency and nature of food company sponsorship of children’s sports clubs in Ottawa, Canada. Using national data on sports participation, the five most popular sports among Canadian children aged 4–15 years were first selected for inclusion in the study and relevant sports clubs located in Ottawa (Canada) were then identified. Sports club websites were reviewed between September and December 2018 for evidence of club sponsorship. Food company sponsors were identified and classified by food category. Of the 67 sports clubs identified, 40% received some form of food company sponsorship. Overall, sports clubs had 312 commercial and noncommercial sponsors. Food companies constituted 16% of total sponsors and were the second most frequent type of sponsor after sports-related goods, services, and retailers (25%). Fast food restaurants and other restaurants accounted for 45% and 41% of food company sponsors, respectively. Food company sponsorship of children’s sports clubs is frequent with some promoting companies or brands associated with unhealthy foods. Policymakers should consider restricting the sponsorship of children’s sports clubs by food companies that largely sell or promote unhealthy foods.
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Nufer, Gerd. "Ambush marketing in sports: an attack on sponsorship or innovative marketing?" Sport, Business and Management: An International Journal 6, no. 4 (September 12, 2016): 476–95. http://dx.doi.org/10.1108/sbm-05-2013-0008.
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Purpose The purpose of this paper is to comprehensively characterise the interdisciplinary phenomenon of ambush marketing in sports, structure its manifestations, illustrate the consequences associated with ambush marketing and provide a critical evaluation from an objective perspective. Design/methodology/approach Various approaches to the definition of ambush marketing are presented and the objectives pursued with ambush marketing are identified. In this paper a new approach has been developed to structure the strategies and manifestations of ambush marketing. Findings It is a fine line between creative marketing and infringing on sponsorship rights. So the interdisciplinary phenomenon ambush marketing is discussed controversially. Ambush marketing is situated at the intersection of two opposing spheres of interest conducting a battle for shares of the marketing potential of a sports event. On one side there is the disparaging view of ambush marketing founded on legal and/or ethical considerations. On the other, the author has the respectful assessment of ambushers characterised by their innovative, creative marketing. Practical implications The analysis conducted in this paper leads to the conclusion that a general evaluation or condemnation of ambush marketing is not feasible. A four-field matrix emerges from the combination of a legal-statutory consideration on one hand and an ethical-moral assessment on the other. Originality/value The paper describes and structures ambush marketing in a novel form and discusses illustrating examples from major sporting events. Ambush marketing is evaluated from a neutral perspective by summarising the opportunities and threats of ambush marketing which leads to a nuanced contemplation of ambush marketing.
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Aguiló-Lemoine, Àngela Elisa, Francisco Rejón-Guardia, and María Antonia García-Sastre. "Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach." Sustainability 12, no. 19 (October 3, 2020): 8173. http://dx.doi.org/10.3390/su12198173.
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Emerging online marketing strategies are an opportunity for the sport sponsorship industry as a way of complementing traditional methods. However, in-depth attention has not been given to the study of congruence effects on the effectiveness of sponsorship of sport event websites, and specifically to study the role and effects of sponsor logos. The main aim of this study was to evaluate the congruence effect of sponsor brands featured on the website of a sports event on sponsorship effectiveness in visual, attitude-related and behavioural terms, using an eye-tracker to monitor memory activation and changes in attitudes and intentions. In study 1, the role of congruence on website sponsorship was analysed, using real brands sponsoring the ninth edition of the “Mallorca 312” Cycletourist Tour (42 participants). In study 2, the congruence of fictitious brands was analysed on the effects of website sponsorship of the 37th edition of the MAPFRE (competitions brand name) Copa del Rey regatta (101 participants). Congruence is preferable to incongruence in sponsor brands, except when the sponsorship aims to boost a recall of new market brands. The results validate the importance of managing congruence levels in the online sponsorship of sports events due to the influence on sponsorship effectiveness and its impact on cognitive processing.
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Plewa, Carolin, François Anthony Carrillat, Marc Mazodier, and Pascale G. Quester. "Which sport sponsorships most impact sponsor CSR image?" European Journal of Marketing 50, no. 5/6 (May 9, 2016): 796–815. http://dx.doi.org/10.1108/ejm-02-2015-0078.
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Purpose This study aims to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sports property that are most conducive to a sponsor gaining CSR image benefits. Design/methodology/approach A between-subjects experimental design was used, which simulated different sponsorship scenarios by varying community proximity (operationalized by property scope) and property engagement in community initiatives. Hypotheses were tested with a non-parametric bootstrapping-based procedure, using a panel sample of 400. Findings The results show that a sporting property’s proactive community engagement is conducive to an enhanced CSR image for its sponsor, especially when the property operates on the national rather than grassroots level. Further analysis also demonstrates the critical contribution of altruistic motive attributions in the process. Originality/value This study advances knowledge on how organizations may build their CSR image while leveraging on the strong audience involvement and the mass appeal of sport sponsorship. It is the first to offer insights into the extent to which a sports property’s proactive engagement in the community, rather than that of the sponsoring firm itself, enhances the CSR image of the sponsor, particularly if the property’s community proximity is low. Furthermore, our results provide an in-depth understanding of the mechanisms determining the benefits that sponsors can reap from a property’s activities.
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Rose, Mei, Gregory M. Rose, Altaf Merchant, and Ulrich R. Orth. "Sports teams heritage: Measurement and application in sponsorship." Journal of Business Research 124 (January 2021): 759–69. http://dx.doi.org/10.1016/j.jbusres.2020.03.040.
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Ertz, Elias, Regina Viola Frey Cordes, and Marion Buettgen. "Does ambushing pay off?" International Journal of Sports Marketing and Sponsorship 21, no. 1 (October 25, 2019): 191–204. http://dx.doi.org/10.1108/ijsms-03-2018-0021.
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Purpose Little is known about the comparative effectiveness of official sports event sponsorship, sports team sponsorship and ambush marketing (AM). The purpose of this paper is therefore to examine and compare the effectiveness of those three types of sports event-related marketing. Design/methodology/approach This research draws on a field experiment analyzing the effects the three types of sports event-related marketing during the FIFA Soccer World Cup 2014. To test the proposed main effects, the authors conducted a field experiment in two product categories (airlines and beer) testing for differences in brand attitude, customer-based brand equity and word-of-mouth (WOM), and testing moderating effects of advertisement creativity and sponsorship recognition. Findings Drawing on a field-experimental study on the occasion of the FIFA World Cup 2014, this research shows that team sponsorship has a stronger positive effect on consumers’ attitudes than AM and event sponsorship. Brand attitude emerges as a central mediator of the sponsorship effect on WOM and customer-based brand equity. The authors find, surprisingly, that sponsorship recognition does not significantly moderate the relationship between sponsorship and customer attitudes, whereas advertisement creativity even weakens the positive effect of sponsorship on brand attitude, WOM and customer-based brand equity. Research limitations/implications Consumers do not seem to form their brand attitude on the fact whether they recognize the particular brand as a sponsor or ambushing brand. This can be attributed to the theory of moralistic fallacy, which describes the phenomenon that makes individuals ignore the existence of something they perceive immoral, explaining the similar effectiveness of both. Originality/value This research contributes to the literature in several ways. First, it tests a causal model that examines brand attitude, customer-based brand equity and WOM -intentions as outcome variables of AM effectiveness. This goes far beyond the proxy-measure of “sponsorship awareness,” which previous studies used in order to quantify AM effectiveness. Second, taking into account and comparing the specific effects of event sponsorship, team sponsorship and AM, the study broadens the knowledge about the effectiveness of alternative sports event-related marketing approaches. Third, previous studies advised event sponsors to design humorous and creative advertisements to defend themselves against ambush marketers and beat them at their own game, which is tested by including ad creativity as a moderating variable.
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Shaw, Sally, and John Amis. "Image and Investment: Sponsorship and Women's Sport." Journal of Sport Management 15, no. 3 (July 2001): 219–46. http://dx.doi.org/10.1123/jsm.15.3.219.
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Studies that have examined the disparity in investment between men's and women's sports are rare and are generally distributional in nature. Little research has been carried out that has explored the reasons why managers tend to invest in men's sport instead of women's. Given the rise in sponsorship spending, and the increasingly strategic nature of such investments, this represents an important gap in the literature. The purpose of this paper was to explore conceptually and empirically some of the possible reasons for this disparity. By examining the agreements made by the sponsors of two international women's sports teams, we found support for the contention that the values and beliefs of decision makers, the media representation of sport, and mimetic pressures on managers combine to heavily influence decisions about what and who to sponsor. We also suggest that if such factors can be overcome, women's sport has the potential to be a very useful marketing tool for certain firms.
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Mueller, Tom, and Marilyn S. Roberts. "The Effective Communication of Attributes in Sport-Sponsorship Branding." International Journal of Sport Communication 1, no. 2 (June 2008): 155–72. http://dx.doi.org/10.1123/ijsc.1.2.155.
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This article examines the state of sponsorship marketing and its correlation with branding-measurement models deemed most salient by corporations. Academic literature including sponsorship-value analysis, stockholder response to sport and brand activities, measurements of brand value, and the application of brand theory are explored. The readings suggest that a sports entity must deliver a positive and complementary brand association to attract corporate partners. Sport entities that remain competitive in the marketplace will build individual, strong brands that add to, and do not deplete or detract from, the equity built in the corporate sponsor’s brand.
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Hazari, Sunil. "Investigating social media consumption, sports enthusiasm, and gender on sponsorship outcomes in the context of Rio Olympics." International Journal of Sports Marketing and Sponsorship 19, no. 4 (November 5, 2018): 396–414. http://dx.doi.org/10.1108/ijsms-01-2017-0007.
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Purpose Using the context of Rio Olympic games, the purpose of this paper is to investigate attitude toward sponsorship outcome as it relates to purchase behavior, gender, sponsor patronage, sports enthusiasm, and social media consumption. Design/methodology/approach Data were collected using an online survey of 265 participants. Questions regarding demographics, viewing habits, sports participation, enthusiasm, attitude toward Olympic events were included in the survey. The four sub-scales were sponsorship attitude, sponsor patronage, social media consumption, and sports enthusiasm. Findings The findings of the study showed that social media consumption is positively related to attitude toward event and sports patronage. There was a significant gender difference on attitude toward event, social media consumption, and sports enthusiasm. Predictors for making a purchase as a result of seeing a social media advertisement were gender, playing competitive sport, and social media consumption. Practical implications This study will add to the body of academic and practitioner research on sponsorship outcomes, and provides an opportunity for marketers to leverage social media networks for sponsorship communication. Originality/value As the use of social media networks has increased over the past few years, no previous study has investigated association of sports enthusiasm, gender, or social media consumption toward sponsor patronage which relates to consumers seeking out sponsors and being influenced to make a purchase as a result of marketing communication of sponsors.
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Liu, Dongfeng, James J. Zhang, and Michel Desbordes. "Sport business in China: current state and prospect." International Journal of Sports Marketing and Sponsorship 18, no. 1 (February 6, 2017): 2–10. http://dx.doi.org/10.1108/ijsms-12-2016-0086.
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Purpose Growth of China’s sport industry has brought tremendous opportunities to sport and non-sport organizations domestically and globally; nonetheless, the enlargement has also raised many challenges. To a great extent, China has chartered into unprecedented new sport business territories. Because of social, cultural, historical, and governmental differences, many theories and knowledge, professional experiences, best practices, and lessons learned in Western countries may or may not be directly applicable to the diverse setting(s) in China. Until now, only limited empirical evidence is available to address these challenges. Thus, formulating a special issue in the International Journal of Sports Marketing and Sponsorship to examine contemporary subject matters and concerns would be significantly meaningful to help understand, stimulate, and improve sport business operations in China, provide guidance to transnational organizations for doing sport-related business in China, offer constructive suggestions for Chinese corporations going global, and ultimately build up theories and best practices to address unique perspectives of China’s sport industry. The paper aims to discuss these issues. Design/methodology/approach This paper is conceptual and presents a review of literature. Findings In addition to this leading paper, there are a total of eight manuscripts selected for this special issue inquiring on contemporary matters and development of China’s sport industry, including four short articles that were formulated based on qualitative research information derived from case studies and interviews and four full-length articles that adopted a quantitative research protocol or a mixed research design involving both qualitative and quantitative information. Research limitations/implications While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China. Practical implications While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China. Social implications While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China. Originality/value While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China.
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Koc, Macit. "Sport Sponsorship as a Promotional Tool: Special Focus in Albania Business-to-Business (B2B) Perspective." Creative and Knowledge Society 3, no. 2 (December 1, 2013): 28–38. http://dx.doi.org/10.2478/v10212-011-0036-y.
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Abstract Purpose of the article The purpose of this article is to determine whether Sport Sponsorship was utilized by some Albanian companies as a promotional tool in their marketing efforts. Since the world included low population with limited goods and products in the past, the marketing and selling of the products were very simple. As the population grew and economies started thriving more diverse products and attractive products and goods were represented with a higher quantity in the global markets. Albania was not an exception to this fact, especially in the fields of business to business marketing. The competition occurred between companies in an attempt to attract more customers for buying goods and services. Strategically located in Europe, an important part of business of sports “sport sponsorship” has become as important part of marketing communication mix for many companies in Albania today. Therefore, the main aim of this paper is to provide better understanding of the use of a sport sponsorship as a communication tool in Albania and the objectives linked with this kind of sponsorship. Methodology/methods This is a qualitative study, although a quantitative method is used. Four companies were analyzed, from different industries, and two of them are supporting local football team, whereas two are/were sponsoring national ones. Initially surveys were distributed to four well-known companies in Albanian market; it was somehow difficult to gather the results of the surveys in terms of “locating the person to communicate with on behalf of the company”. However, this was easily overcome by contacting in advance.Conclusions In conclusion, the overall conclusion of this paper was that, in Albania companies sponsor because of the team’s media appearance and the objectives from a sport sponsorship are to increase sales and make people more aware of their brand and become accustomed to it.
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Tahal, Radek. "Reprezentativní výzkum fandovství fotbalu a popularity pražských ligových klubů." Studia sportiva 7, no. 2 (December 2, 2013): 69–77. http://dx.doi.org/10.5817/sts2013-2-8.
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In recent years, close interconnection between sports and marketing can be noticed. As an example we can mention sponsorship as well as targeting in connection with ticketing and merchandising. Sports disciplines and sports clubs are characterized by long time loyalty of their fans. This typical sports feature has become attractive for company marketers. This paper aims at analyzing the fans base of Prague league football teams. The method of representative marketing survey is applied to achieve this goal. First, the percentage of the Prague population that is interested in football is analyzed. Thereafter the indentified fans base is classified by socio-demographic characteristics. The key issue of the article is the percentage categorization of Prague population supporting each of the league clubs. Further on are also analyzed topics like lifelong loyalty to the club and heredity of the fandom. This study wants to bring practical results to professionals who are engaged in sports marketing, mainly in marketing communication and sponsorship.
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Hoek, Janet. "Sports Sponsorship Evaluation: A Behavioural Analysis." International Journal of Sports Marketing and Sponsorship 1, no. 4 (November 1999): 16–32. http://dx.doi.org/10.1108/ijsms-01-04-1999-b003.
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Crompton, John L. "Potential negative outcomes from sports sponsorship." International Journal of Sports Marketing and Sponsorship 16, no. 3 (April 1, 2015): 20–34. http://dx.doi.org/10.1108/ijsms-16-03-2015-b003.
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While substantial literature has addressed the benefits that sponsors seek from linking with a sports property, relatively little attention has been given to the potential costs businesses risk from such relationships. This paper suggests that beyond ambushing there are eight risks companies are likely to consider. Four can be controlled relatively easily: liability exposure; insensitivity to public sentiment to changing established rules or formats, the name of a facility or team or a team's uniform; insensitivity to the prevailing societal and political environment; and opposition from workers or stockholders. Companies have less control over: poor presentation of the event; poor performance by either the sponsored team/player or the company's products if the event is being used as a demonstration platform; association with disreputable behaviour; and trauma to performers.
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Carter, Mary-Ann, R. Edwards, L. Signal, and J. Hoek. "Availability and marketing of food and beverages to children through sports settings: a systematic review." Public Health Nutrition 15, no. 8 (November 29, 2011): 1373–79. http://dx.doi.org/10.1017/s136898001100320x.
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AbstractObjectiveThe current systematic review aimed to identify and critically appraise research on food environments in sports settings, including research into the types of food and beverages available, the extent and impact of food and beverage sponsorship and marketing, and views about food environments among key stakeholders.DesignA systematic review. Fourteen English-language studies (two were papers describing different facets of the same study), published between 1985 and 2011, were identified from searches of electronic databases and bibliographies of primary studies.SettingMost studies originated from Australia (n 10), with the remaining studies originating in the UK (n 1), New Zealand (n 1), the USA (n 1) and Canada (n 1). Data were collected from observations in stadia, websites and televised sports events, through in-depth interviews, focus groups and surveys with sports club members, parents and quick serve restaurant managers.ResultsLiterature exploring food environments in sports settings was limited and had some important methodological limitations. No studies comprehensively described foods available at clubs or stadia, and only one explored the association between food and beverage sponsorship and club incomes. Club policies focused on the impact of health promotion funding rather than the impact of sponsorship or food availability in sports settings.ConclusionsFurther research, including comprehensive studies of the food environment in sports settings, is required to document the availability, sponsorship and marketing of food and beverages at national, regional and club levels and to estimate how sports settings may influence children's diets.
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Nader, Youssef W. "Sports Sponsorship: Evolution, Content Analysis, Problems, Trends." World of Economics and Management 20, no. 1 (2020): 154–71. http://dx.doi.org/10.25205/2542-0429-2020-20-1-154-171.
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The paper examines the foundations of sponsorship research in order for better understanding the conceptual and theoretical foundations that have underpinned the development of sponsorship to our date. It tackles this field of study fr om a historical perspective and analyses available scholarly research, tracks back its development and consequently projects future trends, tries to highlight the gaps found in academic literature and to cite problems concerning the sponsorship application. What this study does reveal, is that sponsorship is still following a positive trend, as validated by our content analysis and financial figures, and in accordance with the results of previous studies in this field. However, the problems are still various and diverse, some are of evaluation nature, others purely academic or related to function. When it comes to the Russian market, the lack of scholarly research is notable. In this context, sports sponsorship should not be seen and limited to sports economics or marketing. There are broader geopolitical and strategic dimensions, wh ere sports sponsorship plays the role of a soft power tool. Therefore, there is a need for the development of this field, for the trend analyses, which are not common in academic research to date, not only for Russia but also globally.
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Pedersen, Paul M. "Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events." International Journal of Sport Communication 8, no. 1 (March 2015): 127–28. http://dx.doi.org/10.1123/ijsc.2015-0007.
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Hatfield, Laura M. "Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events." Journal of Sport Management 30, no. 1 (January 2016): 97–98. http://dx.doi.org/10.1123/jsm.2016-0039.
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