Does football sponsorship improve company performance?

Naidenova, Iuliia; Parshakov, Petr; Chmykhov, Alexey

doi:10.1080/16184742.2015.1124900

Cited by 22 publications

(17 citation statements)

References 27 publications

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“…The FACTOr_AWArE variable is found positive and significant for both models indicating that sponsor firms with higher levels of fans awareness are associated with higher levels of financial performance (rOA and rOS). This finding corroborates arguments by Naidenova et al (2016) that sponsorship can stimulate consumer purchase intention leading to higher profitability.…”

Section: Resultssupporting

confidence: 81%

“…Moreover, we utilized different definitions of the dependent variables such as the natural logarithm of revenues, annual change is revenues etc but still the factor awareness variable produced a positive and significant coefficient on those cases. Finally, following the study by Naidenova et al (2016) we included the years of the sponsorship deal and a dummy indicating whether the firm is the primary sponsor or not as additional controls. results were qualitative unchanged compared to those presented on Table 3.…”

Section: Resultsmentioning

confidence: 99%

“…According to Naidenova et al (2016) and Dimitropoulos and Limperopoulos (2014) a positive coefficient will suggest that firms with increased operating efficiency with be associated with higher profitability. We also controlled for firm size measured as the natural logarithm of each club's total assets at the end of the fiscal year (SIZE).…”

Section: Methodsmentioning

confidence: 99%

“…In order to examine the impact of fans' sponsorship awareness on the sponsors' financial performance, the study borrows previous studies by Naidenova et al (2016) andreiser et al (2012) and estimated the following OLS regression model (with robust standard errors):…”

Section: Methodsmentioning

confidence: 99%

“…Singh and Faircloth (2005) suggest that increased leverage impact negatively on a firm's future investment opportunities, which can lead on a negative effect on the long-term operating performance. According to Naidenova et al (2016), highly leveraged sponsors in the top European football leagues are associated with lower levels of revenues and market capitalization. Therefore, we believe that leverage (as measured by the ratio of total debt to common equity) will have a negative relation with financial performance and of the CL sponsor firms.…”

Section: Methodsmentioning

confidence: 99%

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UEFA Champions League Sponsorship Awareness and Financial Performance

Vrondou¹,

Dimitropoulos²

2017

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The value of sponsorship has been constantly proved not only by the large theoretical volume produced in the area but also the increasing number of companies investing in this promotional activity. 'Associations' built around the brand's image as created by the sponsored activity have been considered to be clear, certain and positive. However, there is a great lack of studies suggesting evidence that sponsorship's beneficial outcome is contributing to enhanced revenues and profitability for the companies vividly counting on its power. This lack of measureable results in terms of financial returns is attempted to be filled with the present study. The results presented here constitute an effort to provide interested parts insights into possible generation of revenue, or better indicators suggesting a relation between sponsorship awareness and profit levels.

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Section: Resultssupporting

confidence: 81%

Section: Resultsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

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UEFA Champions League Sponsorship Awareness and Financial Performance

Vrondou¹,

Dimitropoulos²

2017

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The effectiveness of advertising alcohol products in sports sponsorship

Santos

Campos

Hervás

2020

Psychology and Marketing

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Studies have shown that exposure to sponsorship can influence behavior. However, evidence of the effectiveness of sports advertising and its influence on alcohol consumption is inconclusive. The goal of this research is to examine whether sponsorship by alcohol products receives the same attention as sponsorship by nonalcohol products depending on their congruence and the way they influence the intention to consume. Using sports posters, an experiment was performed to measure attention through eye‐tracking. The results show that attention paid to alcohol brands is no greater than the attention paid to incongruent brands and is no different from the attention paid to congruent brands, regardless of gender and sporting discipline. Attention paid to sponsors has no influence on the intention to consume. These results show the need for further research on the effectiveness of sponsorship and its relationship with alcohol consumption.

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