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Journal articles on the topic 'Sports sponsorship'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Radicchi, Elena. "Sports Sponsorship Evolution in the Economic Recession: Analytical Evidence from Empirical Cases." Physical Culture and Sport. Studies and Research 61, no. 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 late

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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 mat

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Pawar, Bhavya. "ROLE OF SPORTS SPONSORSHIP IN REVENUE GENERATION." International Journal of Social Science and Economic Research 08, no. 04 (2023): 731–36. http://dx.doi.org/10.46609/ijsser.2023.v08i04.013.

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Sports sponsorship's contribution to income generation has been a hotly debated issue in the business world. In return for opportunities for advertising or promotion, businesses back teams or sporting events financially through sports sponsorship. This essay looks at the value of sports sponsorship in terms of generating income for both the sponsor and the organisation being sponsored. The paper examines how sports sponsorship can aid businesses in gaining brand recognition, boosting sales, and cultivating customer loyalty. It also examines how athletic organisations can generate money for the

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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 (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

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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 (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 sport

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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 sponsor

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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 20

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Zdrilić, Ivica, Dino Kevrić, and Željko Vrkić. "Sponzorstvo u sportu na primjeru hrvatskih košarkaških klubova." Oeconomica Jadertina 7, no. 2 (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 spo

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Kelly, Sarah Jane, Michael Ireland, Frank Alpert, and John Mangan. "The Impact of Alcohol Sponsorship in Sport Upon University Sportspeople." Journal of Sport Management 28, no. 4 (2014): 418–32. http://dx.doi.org/10.1123/jsm.2013-0078.

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An online survey was conducted to examine the alleged association between alcohol sponsorship of sports and alcohol consumption and attitudes toward sponsoring brands by Australian university sportspeople (i.e., university students representing their university in competitive sports;N= 501; 51% female). A third (33%) of participants reported receipt of alcohol industry sponsorship. Multiple regression analysis revealed an association between disordered consumption (i.e., alcohol abuse) and sportspeople’s receiving direct-to-user sponsorship in the form of product samples, volume club rebates,

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Thwaites, Des. "Sports Sponsorship." Journal of Promotion Management 2, no. 1 (1994): 27–44. http://dx.doi.org/10.1300/j057v02n01_03.

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Walraven, Merel, Ruud H. Koning, Tammo H. A. Bijmolt, and Bart Los. "Benchmarking Sports Sponsorship Performance: Efficiency Assessment With Data Envelopment Analysis." Journal of Sport Management 30, no. 4 (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 almos

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Mlakar, Marko, Tomaž Čater, and Robert Kaše. "From Corporate Motives to the Impacts of Sports Sponsorship on Employees: A Systematic Review." Drustvena istrazivanja 33, no. 3 (2024): 389–410. https://doi.org/10.5559/di.33.3.03.

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This paper reviews the common motives and major impacts of sports sponsorships undertaken by sponsoring organisations. Following a systematic review of 72 relevant articles, seven key motives for engaging in sports sponsorship were identified. Marketing, customer retention, and brand equity emerged as the most frequently studied, while the sponsorship of emerging sports associations for brand promotion was the least examined. Regarding impacts on employees, findings from 28 articles indicated that high retention and brand identification were the most researched topics, with no studies addressi

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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 (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 phila

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Shi, Haonan, Li Zhang, Hongfei Zhang, Jianlan Ding, and Zilong Wang. "How Sports Involvement and Brand Fit Influence the Effectiveness of Sports Sponsorship from the Perspective of Predictive Coding Theory: An Event-Related Potential (ERP)-Based Study." Brain Sciences 14, no. 9 (2024): 940. http://dx.doi.org/10.3390/brainsci14090940.

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Background/Objectives: With the rapid expansion of the global sports market, the significance of sports sponsorship has attracted growing attention. However, during the golden age of the sports industry’s development in China, international sports brand giants such as Nike, Adidas, and Under Armour have rapidly captured a substantial share of the Chinese sports consumer market through their distinctive product designs and varied marketing strategies. This has resulted in a highly competitive environment for China’s sports goods industry. Therefore, fostering the improved development of domesti

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Dagradi, Eric Mayo, Noortje Anita Kumaat, Himawan Wismanadi, Bella Shasi Saraswara, and Asami Rietta Kumala. "Sociology of Sponsorship Health Controversy In The Sports Industry." COMPETITOR: Jurnal Pendidikan Kepelatihan Olahraga 16, no. 3 (2024): 796. https://doi.org/10.26858/cjpko.v16i3.66690.

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Sponsorship in sports is very important because it allows the development of athletes, and teams, and has a major impact on the economy. Sponsorship allows companies to align themselves with the values, emotions, and excitement of sports. Types of sports sponsorship include event sponsorship, team sponsorship, and athlete sponsorship. In Indonesia, cigarette sponsorship in sports is still a topic of debate because it is related to social, economic, health, and cultural aspects. Cigarette sponsorship in sports also raises a contradiction between the message conveyed by sports and the negative h

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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 (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 eff

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Ghazali, Norfazlina. "Sport Sponsorships: Employee attitudes, Organizational Identification and Inter - Organizational Citizenship." ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL 3, no. 2 (2017): 1. http://dx.doi.org/10.24191/abrij.v3i2.10091.

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The objective of this research is to explore the nature and prevalence of inter-organisationalcitizenship behaviours within a sponsorship-rights holder relationship. This research willconceptualise sponsorship as an inter-organisational relationship and investigate how thisinter-organisational relationship impacts the employees of sponsors’ organisation. Recentstudies emphasize that understanding the mechanics of sports sponsorship is critical to itssuccess. However, there is a lack of research investigating sponsorships as an interorganisationalrelationship. This is a gap that would be valuab

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Zardini Filho, Carlos Eugenio. "Changing negative attitudes through sport sponsorship: a gender perspective in Brazil." Revista Brasileira de Marketing 18, no. 4 (2019): 75–96. http://dx.doi.org/10.5585/remark.v18i4.16384.

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Objective: This study assesses if a sport sponsorship is able to change a negative attitude towards a brand, also investigating the influence on consumption intentions and differences in terms of gender.Method: A questionnaire applied on Brazilians was structured based on a repeated measure design. The instrument was segmented in different scenarios, whose first one brought negative information about a sponsoring fictitious brand. After selecting only participants who had developed negative attitudes in the first context, they were submitted to subsequent sports sponsorship scenarios, having t

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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

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Zong, Boming. "The Impact of Sports Sponsorship and How to Maximize the Effect of Sports Sponsorship." Advances in Economics, Management and Political Sciences 12, no. 1 (2023): 341–46. http://dx.doi.org/10.54254/2754-1169/12/20230649.

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The purpose of this study is to examine sports sponsorship to promote sporting events. Sports sponsorship is an equal and mutually beneficial combination between sports and enterprises. Sports sponsorship plays a positive role in the development of sports: it expands the financial resources of sports, releases the charm of sports, activates all kinds of competitions; satisfies people's viewing experiences and promotes mass sports; at the same time, it beautifies the corporate and brand image and improves the brand awareness and brand image of enterprises. To gain the wide goodwill and attentio

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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

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Kinney, Lance. "Chapter 18 - Sports Sponsorship." Routledge Online Studies on the Olympic and Paralympic Games 1, no. 46 (2012): 318–36. http://dx.doi.org/10.4324/9780203873670_chapter_18.

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Dai, Minshan, Jingyu Liu, and Ying Xu. "The Impact of Sports Sponsorship on Brand Value in Major Sports Events -- The Case of Qatar World Cup." Advances in Economics, Management and Political Sciences 35, no. 1 (2023): 104–13. http://dx.doi.org/10.54254/2754-1169/35/20231733.

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Sports sponsorship has steadily risen to the top of the list of marketing strategies used by companies, particularly sports and fashion brands. The most recent significant sporting event to draw a record-breaking number of spectators and attention is the 2022 World Cup in Qatar. The main sponsors of the event have also attracted public attention. A study on the sports sponsorship of the Qatar World Cup can, on the one hand, examine more important factors, evaluate its marketing effectiveness, and offer examples for sponsor brands. On the other hand, it can also offer rationalization suggestion

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Sukma, Fahrizal, and Nafiah Ariyani. "The Benefit Of Sponsorship Program : A Systematic Literature Review." Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 6, no. 4 (2024): 5235–55. http://dx.doi.org/10.47467/alkharaj.v6i4.1091.

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Sponsorship can be cost-effective in terms of reaching a particular audience. It allows access to specific audiences that otherwise might be difficult to achieve. All sectors of society can be targeted and gained through sponsorship. They are sports, the arts, education, community, and broadcast. Sponsorship can also achieve many different objectives, including increased awareness, image enhancement, and improved relationships with various publics. However, sponsorship also has disadvantages, so companies must prepare a risk mitigation plan. This research will reveal the benefits obtained by t

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Pettigrew, Simone, Michael Rosenberg, Renee Ferguson, Stephen Houghton, and Lisa Wood. "Game on: do children absorb sports sponsorship messages?" Public Health Nutrition 16, no. 12 (2013): 2197–204. http://dx.doi.org/10.1017/s1368980012005435.

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AbstractObjectiveIt is likely that there are substantial subconscious effects of organizations’ efforts to associate their products with sport via sponsorships, but most research methods are unable to capture these effects. The present study employed a novel projective technique to explore children's implicit associations between popular sports and a range of sports sponsors.DesignChildren participated in an activity using magnets bearing the logos of numerous sports and sponsors. They were invited to arrange the magnets on a whiteboard without being advised that the activity related to sponso

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Ratković, Milijanka. "CORPORATE GOALS OF SPONSORSHIP IN SPORTS." SPORTS, MEDIA AND BUSINESS 9, no. 1 (2023): 27–40. http://dx.doi.org/10.58984/smb2301027r.

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The two-sided focus of sponsorship goals in sports is present due to the existence of two parties in the sponsorship relationship. The buyer of sponsorship and the seller of sponsorship have different goals, but they also have common goals related to the interest to realize the sponsorship according to the plan, as well as to achieve the maximization of the effects of the expectations of both parties. That common interest is of primary nature and leads to partnership. The separate goals of the participating parties are defined in such a way that mutual interest gets fulfilled. The goals of cor

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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

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Breuer, Christoph, and Christopher Rumpf. "The Viewer’s Reception and Processing of Sponsorship Information in Sport Telecasts." Journal of Sport Management 26, no. 6 (2012): 521–31. http://dx.doi.org/10.1123/jsm.26.6.521.

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Although enormous sums are spent on sport sponsorships, knowledge of sponsorship information processing is still limited. For a continuing growth of sponsorship as a field significant improvements in our understanding of sponsoring effectiveness are required. Whereas the direct effect of sponsor signage exposure on sponsor recall has been identified in several studies, attention to sponsor signage as the mediator of sponsorship information has not been investigated thoroughly. Based on spotlight theory and the associative network model of memory, the present paper addresses this research gap a

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Dumitru, Iulian, and Florin Nichifor. "Contemporary dimensions of sports sponsorship." Timisoara Physical Education and Rehabilitation Journal 7, no. 13 (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

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McKechnie, Donelda S. "PromoSeven Sports Marketing." Emerald Emerging Markets Case Studies 1, no. 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 att

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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-select

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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. Finding

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Elyasi, Siroos. "Empowering Women in Sport Analyzing Sponsorship: Trends and Opportunities for Growth." Psychology of woman journal 5, no. 1 (2024): 109–19. http://dx.doi.org/10.61838/kman.pwj.5.1.13.

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Objective: This narrative review aims to analyze current sponsorship trends in women's sports, identify opportunities for growth, and provide actionable recommendations for stakeholders, including athletes, sponsors, and policymakers. Methods and Materials: A comprehensive literature review was conducted using sources from academic databases, industry reports, and credible sports marketing literature. The review included studies published in English over the past 15 years. Thematic analysis was employed to identify key trends, challenges, and opportunities in the sponsorship landscape of women

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Jedel, Joanna. "Research on strategies of sport event sponsorship." Współczesna Gospodarka 9, no. 4 (31) (2018): 51–62. http://dx.doi.org/10.26881/wg.2018.4.05.

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The purpose of this article is to analyse and understand sports sponsorship based on a study of corporate sponsorship and its strategies. The paper adopts the survey method to present the power of sports sponsorship, examine enterprise-sponsored sports and the purpose of sponsorship. This research will rely on the literature and case-study data drawn from specific instances of sports sponsorship. Methodology – This research study takes advantage of the survey method, questionnaires, SPSS software, comparative analysis, literature review, contrastive analysis, descriptive statistics, comp

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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 (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 know

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Onalaja, Abiola Ebunoluwa, and Bisayo Oluwatosin Otokiti. "The Power of Media Sponsorships in Entertainment Marketing: Enhancing Brand Recognition and Consumer Engagement." International Journal of Multidisciplinary Research and Growth Evaluation. 4, no. 1 (2023): 1027–40. https://doi.org/10.54660/.ijmrge.2023.4.1.1027-1040.

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Media sponsorships have emerged as a strategic tool in entertainment marketing, enabling brands to enhance visibility, engagement, and consumer loyalty. This paper explores the role of media sponsorships in entertainment marketing and their impact on brand recognition and consumer engagement. By leveraging high-profile entertainment events, television shows, streaming platforms, and digital content, brands can create immersive experiences that foster deep consumer connections. The study examines the effectiveness of media sponsorships in shaping consumer perceptions and increasing brand recall

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Slåtten, Terje, Göran Svensson, Steven Connolley, Cathrine Bexrud, and Tone Lægreid. "The Sponsorship Motive Matrix (SMM): A Framework for Categorising Firms’ Motives for Sponsoring Sports Events." European Journal of Tourism Research 15 (March 1, 2017): 143–66. http://dx.doi.org/10.54055/ejtr.v15i.268.

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Though there is a large body of literature and research on sponsorship of sports events, it seems that previous research on firm sponsorship of sports events has narrowly focused on sponsorship from a customer perspective. Consequently, research on sponsorship from a firm perspective is lacking. Specifically, it seems that no study has investigated and identified the main factors that motivate the sponsorship of sports events. This article begins with exploring firms’ motives for sponsorship found in the literature, and identifies two fundamental pairs of contrastive orientations related to sp

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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 (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

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Jakob, Giuliana, and W. James Weese. "The Pandemic Reset: Implications for Sport Management and Sport Marketing." Athens Journal of Sports 12, no. 2 (2025): 65–82. https://doi.org/10.30958/ajspo.12-2-1.

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The pandemic significantly disrupted society and several industries, including the sports industry. One of the areas most affected in the sports industry was the area of sponsorship. Sports organizations, especially those at the professional level, rely heavily on these resources to support their athletes, teams/leagues, facilities, and other sport properties. Sponsors have traditionally used sports sponsorship to heighten awareness and support for their brand, broaden their corporate exposure, and garner greater consumer loyalty. The pandemic and the commensurate economic hardship forced both

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Jakob, Giuliana, and W. James Weese. "The Pandemic Reset: Implications for Sport Management and Sport Marketing." Athens Journal of Sports 12, no. 1 (2025): 9–26. https://doi.org/10.30958/ajspo.12-1-1.

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The pandemic significantly disrupted society and several industries, including the sports industry. One of the areas most affected in the sports industry was the area of sponsorship. Sports organizations, especially those at the professional level, rely heavily on these resources to support their athletes, teams/leagues, facilities, and other sport properties. Sponsors have traditionally used sports sponsorship to heighten awareness and support for their brand, broaden their corporate exposure, and garner greater consumer loyalty. The pandemic and the commensurate economic hardship forced both

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Gorelikov, Valery. "SPONSORSHIP AS A FORM OF MARKETING PRODUCT IN SPORTS." SCIENCE AND SPORT: current trends 8, no. 4 (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

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Dzoolkarnain, Hasyyati Husna, Azlina Zid, Mohd Noorazlan Ab Aziz, Mustakim Hashim, and Nur Adliana Rozaidi. "Sport Sponsorship and Purchase Intention Among Football League Fans: A Literature Review." Malaysian Journal of Social Sciences and Humanities (MJSSH) 8, no. 6 (2023): e002385. http://dx.doi.org/10.47405/mjssh.v8i6.2385.

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The practice of sponsorship back to ancient Greece and Roman eras, and the word "sponsorship" is derived from the Greek word "horigia" which means guarantor. The involvement of companies in sponsorship has attract many audiences and achieve their objectives. This paper conceptualizes sport sponsorship and some factors such as attitude toward sponsor, sponsor-event fit, favourability and perceived ubiquity. Sponsors point of perspective have stated that the most useful signal in sports sponsorship is purchase intention. Purchase intention also seeing as the gesture of goodwill or element that w

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Li, Jianjun, Zhenyu Gu, and Yonghui Dai. "Impact of Sports Sponsorship Motivation on Consumer Purchase Intention: Mediating Effect Based on Consumer Attitude." Sustainability 14, no. 22 (2022): 15430. http://dx.doi.org/10.3390/su142215430.

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Sponsorship is very important for the sustainable development of sports, and the motivation of sponsors will have an impact on consumers’ willingness to buy the products of sports sponsors. This paper takes China’s CBA sports sponsors, TCL Corporation and Li Ning Corporation, as examples to conduct an empirical stud. Structural equation model, regression analysis, and correlation analysis are used in our study. The results show that altruistic sponsorship motivation has a positive impact on consumer attitude and purchase intention. Sponsorship egoistic motivations have a reverse impact on cons

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Park, Byung Joo. "The Effects of Sports Sponsorship." Journal of Sport and Leisure Studies 18 (November 30, 2002): 263–76. http://dx.doi.org/10.51979/kssls.2002.11.18.263.

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WAKUTA, Ryuji. "A Study on Sports Sponsorship." Journal of Japan Society of Sports Industry 14, no. 1 (2004): 1–11. http://dx.doi.org/10.5997/sposun.14.1.

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Ferrier, Susan, Kathryn Waite, and Tina Harrison. "Sports sponsorship perceptions: An exploration." Journal of Financial Services Marketing 18, no. 2 (2013): 78–90. http://dx.doi.org/10.1057/fsm.2013.4.

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Speed, R., and P. Thompson. "Determinants of Sports Sponsorship Response." Journal of the Academy of Marketing Science 28, no. 2 (2000): 226–38. http://dx.doi.org/10.1177/0092070300282004.

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HASTINGS, GERARD B., SUSAN MACASKILL, ROSEMARY E. J. MCNEILL, and DOUGLAS S. LEATHAR. "Sports sponsorship in health education." Health Promotion International 3, no. 2 (1988): 161–69. http://dx.doi.org/10.1093/heapro/3.2.161.

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Elliott, StephenJ. "Antismoking adverts and sports sponsorship." Lancet 340, no. 8831 (1992): 1356. http://dx.doi.org/10.1016/0140-6736(92)92542-n.

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Abratt, Russell, Brian C. Clayton, and Leyland F. Pitt. "Corporate Objectives in Sports Sponsorship." International Journal of Advertising 6, no. 4 (1987): 299–312. http://dx.doi.org/10.1080/02650487.1987.11107030.

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