More Effective Sports Sponsorship Management for Rights-Holders: Adding Value to Sports Events by Resource Integration with Sponsors (An Extended Abstract)

Lund, Ragnar; Greyser, Stephen A.

doi:10.1007/978-3-319-47331-4_156

Cited by 3 publications

(2 citation statements)

References 3 publications

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“…First, there are few indepthcasestudies on sponsorship management from the perspective of sports entities (LundandGreyser, 2016). According to Lund and Greyser (2016), untilnow,most sponsorship studies have focused on the sponsor as a unit of analysisratherthan recognizing the importan trole of the rights holder in the value creation process.This study, however, based principally on an in-depth case study ofAsianGames, makes a contribution to understanding sponsorship managementfromthe perspective of the sports organization. This study investigatesspecificsports organizations and brands more deeply than previous studies byexploringthe sponsorshipactivities of the Samsungbrand in the 2018 Asian Games.…”

Section: Figure 1 Olympic Sponsorship Quadrennial Revenuesmentioning

confidence: 99%

Effects of Sponsor-Event Congruence on Brand Image, Attitude Toward the Brand, and Purchase Intention: An Empirical Analysis in the Context of Sport Sponsorship

Park

Sihombing

2020

JAM

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Event sponsorship is considered as one major marketing strategy. Companies investing in sponsorship are growing rapidly. However, research on sponsorship has not been done in the depth management aspects of a sports organization and has been concentrated in specific areas. Thus, this research fills the gap by conducting the study to analyze the relationship between sponsor-event congruence on brand image, attitude toward the brand, and purchase intention in the context of sport sponsorship event in Indonesia. Questionnaires were distributed by applying a personally administered questionnaire to 200 respondents who participated in that event. Data were analyzed through structural equation modeling method. Results showed that there are 4 out of 6 hypotheses were supported. Those hypotheses are: there is a positive relationship between sponsor-event congruence and attitudes toward the brand; there is a positive relationship between attitudes toward the brand and purchase intention, there is a positive relationship between brand image and attitudes toward the brand, and there is a positive relationship between sponsor-event congruence and purchaseintention.

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Section: Figure 1 Olympic Sponsorship Quadrennial Revenuesmentioning

confidence: 99%

Effects of Sponsor-Event Congruence on Brand Image, Attitude Toward the Brand, and Purchase Intention: An Empirical Analysis in the Context of Sport Sponsorship

Park

Sihombing

2020

JAM

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“…Many scholars explored and found the application of sports sponsorship as a means of facilitating relationships with other businesses through inclusion in a corporate partner network. For example; Lund and Greyser (2016) examined case of the Union of European Football Associations (UEFA) and its major international sports event, the European Championships (EURO); Kahuni and Rowley (2013) analyzed case of TOYOTA F1 Racing Team and the firms in its network sponsorship portfolios.…”

Section: Levels Of Business Networkmentioning

confidence: 99%

Factors affecting sports sponsorship alliance formation

Suvathi¹

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The purposes of this study were four substances. First, to examine the effect of five variables, namely; value maximization, level of business network, risk of potential negative outcomes from scandal, congruence, and process manageability on sponsors’ intention to end sports sponsorship alliance formation. Second, to examine the effect of five variables on properties’ intention. Third, to compare the degree of the factors’ effect on intention between sponsor and property. Fourth, to compare the degree of the factors’ effect on intention between sponsor and property with direct experience in sporting industry and those without direct experience in sporting industry. This research consists of three Studies. Study 1 and study 2 were the experimental studies. 400 managers were participated in each study. The sample groups of study 1 were managers from a cross-section of industries who have at least two years working experience and do not have direct experience in sporting industry. The sample groups of study 2 were able to represent the professional sporting industry in Thailand context. Study 3 is a qualitative research employ the semi-structure interview. The informants of Study 3 were ten experienced informants from the major sponsors and sporting organizations in Thai professional sports context. The results reveal that the five variables have a significant effect on both property’s and sponsor’s intention to end sports sponsorship alliance formation. By compare the degree of the factors’ effect on intention to end sports sponsorship alliance formation between sponsor and property, the different degree of effect from two factors namely; risk of potential negative outcomes from scandal, and congruence were found from the sample group of study 2 which are managers with direct experienced involving professional sports. By compare the degree of the factors’ effect on intention to end sports sponsorship alliance formation between sponsor and property with direct experience in sporting industry and those without direct experience in sporting industry, the different degree of effect from two factors namely; value maximization, and congruence were found from the sample group of property.

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Consumer Perceptions of Sport Sponsor’s Corporate Social Responsibility Activities

Mamo

James

Andrew

2019

Journal of Global Sport Management

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More Effective Sports Sponsorship Management for Rights-Holders: Adding Value to Sports Events by Resource Integration with Sponsors (An Extended Abstract)

Cited by 3 publications

References 3 publications

Effects of Sponsor-Event Congruence on Brand Image, Attitude Toward the Brand, and Purchase Intention: An Empirical Analysis in the Context of Sport Sponsorship

Effects of Sponsor-Event Congruence on Brand Image, Attitude Toward the Brand, and Purchase Intention: An Empirical Analysis in the Context of Sport Sponsorship

Factors affecting sports sponsorship alliance formation

Consumer Perceptions of Sport Sponsor’s Corporate Social Responsibility Activities

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