An international review of sponsorship research: extension and update

Walliser, Björn

doi:10.1080/02650487.2003.11072838

Cited by 299 publications

(244 citation statements)

References 16 publications

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“…In addition, academic marketing research has been accused of insuffi cient concern about sponsorship in general, and specifi cally the measurement of sponsorship effects. 1,8 Event studies in the sport sponsorship context Clark et al . 9 considered the sponsorship of stadiums and arenas, and Cornwell et al 10 considered the value of winning an auto-racing event.…”

Section: Introductionmentioning

confidence: 99%

Measuring stock market reaction to sponsorship announcements: The case of Fiat and Juventus

Spais

Filis

2008

J Target Meas Anal Mark

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is a lecturer of Finance and Investment at Winchester Business School of University of Winchester (UK). He has published works on investors ' behaviour, options and stock markets behaviour and performance, economic business cycles, and applied econometric methods. His research interests are focused on options and stock markets behaviour and performance, investors ' behaviour, economic business cycles, and applied econometric methods. Keywords sport sponsorship , sponsorship announcement , marketing action , stock market reaction , event studyAbstract The major objective of this paper is to test who benefi ts most from sponsorship agreements: the sponsor or the sponsored organisation. The paper deals with stock market reaction to offi cial football club sponsorship announcements using the event-study method. Our intention is to test 123 daily stock prices, in order to investigate the potential infl uence of the announcement of an offi cial football club sponsorship programme upon stockholders ' behaviour within both organisations. For the purposes of this paper, we examine the consequences for both Fiat S.p.A. and Juventus Football Club S.p.A. of their recently announced three-year sponsorship agreement for 33 million euros.

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Section: Introductionmentioning

confidence: 99%

Measuring stock market reaction to sponsorship announcements: The case of Fiat and Juventus

Spais

Filis

2008

J Target Meas Anal Mark

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“…Considering the aforementioned context, in which it may be difficult to reach sponsoring objectives once many brands are associated to a single event (Walliser, 2003), we could notice that, despite the average increase in the number of sponsorships of clubs with lower frequency in the championship, such differences were not so disparate. That is, although there are some cases with great discrepancy, the average variance among the number of sponsors in the groups was not so high.…”

Section: Data Discussionmentioning

confidence: 90%

“…For a better understanding of the several definitions of sponsoring and to specify the meaning of such transfers, see Slåtten et al (2017), and for a better understanding of its research context, see Walliser (2003). In this sense, sport sponsorship may be considered an effective mean of communication because of the indirect way the messages conveyed reach the consumers; the prestige of sport; and the involvement, as well the identification, of fans with it (Zucco, 2015).…”

Section: Sport Sponsorship and The Brazilian Contextmentioning

confidence: 99%

Sponsorship Evaluation of Soccer Teams: An Exploratory Study of São Paulo State League

Cuoghi

2017

PODIUM

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Brazil is developing in sport management, what gets Brazilian soccer teams to take less advantage over the several means of raising income that exist, among which there is sport sponsorship. In this sense, given its importance and considering the gap of studies using new methods for sponsorship evaluation in Brazil, as well as the importance of A-1 series of São Paulo State League (Campeonato Paulista de Futebol, in Portuguese) -which has not been studied yet -, this paper presents the brands that sponsored the 20 clubs that participated in the aforementioned championship in 2012. We separated the sponsors of the clubs into technical and commercial, pointing out the television media exposure time of each brand to demonstrate strategies that contribute to sport sponsorship and to the soccer teams. The research conducted was exploratory, with consultation to primary and secondary data. Therefore, the theoretical background used was about sport sponsorship and the Brazilian context, and sponsorship evaluation. The results pointed out to a configuration in which major international companies sponsored, preferably, major clubs, obtaining wide exposure on television media. On the other hand, smaller companies, located near the clubs' headquarters, sponsored clubs that participated with lower frequency in the championship, obtaining lower exposure on television media. Finally, the study provided the perception of the benefits that certain sponsorship strategies to smaller clubs may generate by allowing wider television media exposure when the clubs are sponsored concurrently. Keywords EVALUACIÓN DE PATROCINIO DE CLUBES DE FÚTBOL: UN ESTUDIO EXPLOTATORIO EN EL CAMPEONATO PAULISTA RESUMENBrasil está en desarrollo en la gestión deportiva, lo que hace que los clubes brasileños de fútbol obtengan menos ventajas con las diversas formas de generación de recursos que existen, destacándose, entre ellas, el patrocinio deportivo. En este sentido, dada la importancia de este, considerando la brecha de estudios que involucra nuevos métodos para la evaluación de patrocinios en el contexto brasileño y la importancia del Campeonato Paulista de Fútbol (Campeonato Paulista de Futebol, en Portugués) -que aún no ha sido estudiado -, este estudio identificó las marcas que patrocinaron a los 20 clubes del Campeonato en el año 2012. Los patrocinadores fueron separados en técnicos y comerciales, siendo presentada la exposición en medios de televisión de cada club para demostrar estrategias que contribuyen al patrocinio deportivo ya los clubes de fútbol. La investigación conducida fue exploratoria, con consulta a datos primarios y secundarios. La revisión teórica abarcó la temática de los patrocinios deportivos y el contexto brasileño, así como la evaluación de patrocinios. Los resultados demostraron la configuración en que grandes empresas internacionales patrocinaron, preferentemente, clubes más grandes, obteniendo amplia exposición en medios de televisión. Por otro lado, empresas menores, ubicadas cerca de la sede de los clubes, pa...

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“…Sin embargo, el dinamismo de las prácticas publicitarias en televisión tiene importantes carencias sobre aspectos básicos de su ejecución, lo que impide optimizar su rendimiento. En el contexto de la consolidación de las formas no convencionales en las estrategias publicitarias que usan el medio televisión, parece conveniente promover una investigación que aporte conocimiento a las prácticas de gestión desarrolladas actualmente por las cadenas (Walliser, 2003).…”

Section: Introductionunclassified

Formatos de publicidad no convencional en televisión versus spots: un análisis basado en el recuerdo

Lara

Reinares-Lara

Pascual³

2016

Hist. Comun. Soc.

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ResumenLas cifras de inversión publicitaria y audiencia indican el continuo liderazgo de la televisión como medio masivo. Sin embargo problemas como el zapping, la saturación publicitaria o la fragmentación de audiencias cuestionan su eficacia como medio de comunicación comercial. Este contexto ha propiciado el desarrollo de formatos de publicidad no convencional en televisión. Con el objetivo de proporcionar las necesarias evidencias empíricas se analiza, en un entorno real de audiencia, el recuerdo que generan cuatro formatos de publicidad no convencional: microprogramas, patrocinio televisivo, telepromoción interna y telepromoción externa, frente a la publicidad más convencional, el spot. La metodología empleada ha integrado de forma conjunta datos secundarios de audimetría y datos primarios procedentes de una encuesta ad-hoc telefónica aplicada a una muestra de 2.000 individuos de 16 a 65 años, representativos del total de la audiencia de televisión. Los resultados muestran la eficacia a nivel cognitivo de las formas no convencionales de publicidad ya que proporcionan mayores niveles de recuerdo espontáneo y asistido.Palabras clave: Publicidad no convencional; nuevas formas de publicidad en televisión; spots, publicidad en televisión; eficacia publicitaria; recuerdo publicitario. Non-conventional advertising formats in television versus spots:An analysis based on the generated recall Abstract Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conven-

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An international review of sponsorship research: extension and update

Cited by 299 publications

References 16 publications

Measuring stock market reaction to sponsorship announcements: The case of Fiat and Juventus

Measuring stock market reaction to sponsorship announcements: The case of Fiat and Juventus

Sponsorship Evaluation of Soccer Teams: An Exploratory Study of São Paulo State League

Formatos de publicidad no convencional en televisión versus spots: un análisis basado en el recuerdo

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