Online technologies and sports: A new era for sponsorship

Koronios, Konstantinos; Dimitropoulos, Panagiotis; Travlos, Antonios K.; Douvis, Ioannis; Ratten, Vanessa

doi:10.1016/j.hitech.2020.100373

Cited by 16 publications

(13 citation statements)

References 42 publications

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“…Sports sponsorship is an exchange between a sponsor and sport sponsee/sponsored sport association, event, athlete, etc. (Koronios et al, 2020b). Sponsors are linked to sport events that receive economic, material and human assistance from sponsors.…”

Section: Theoretical Backgroundsmentioning

confidence: 99%

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Unlocking the black box of sponsorship in participant-based sport

Koronios

Ntasis

Dimitropoulos

et al. 2022

SBM

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PurposeThe purpose of this research is to develop a more precise evaluation of sport sponsorship efficiency in participant-based sport, by investigating the specific aspects of participants' attitude and behavior toward sponsors. In more detail, this research develops a comprehensive sponsorship model in the participant sport context, integrating the following constructs: sport involvement, sincerity, social media use, beliefs about sponsorship, satisfaction with event, sponsor's image, awareness of sponsors, attitude toward sponsors, purchase and word of mouth intentions.Design/methodology/approachA quantitative method was utilized and 1,056 questionnaires were effectively collected and analyzed via SPSS and AMOS. Using structural equation modeling, this research tested a conceptual framework analyzing the role of different factors for sponsorship efficiency in a participant sport context.FindingsThe present research proposes a model of 10 variables which altogether permits a complete comprehension of how to expand the linkages among antecedents and outcomes of sport sponsorship in participant-based sports. The proposed factors assume a critical role in upgrading sponsorship effectiveness, which is reflected through a continuum of responses that regularly begins with sponsorship awareness and, at last, leads to increments in participants' purchase and word of mouth intentions regarding sponsors' products.Research limitations/implicationsVarious implications for future studies as well as strategies to boost the advantages for sponsoring firms in participant-based sports, can be drawn from the suggested model.Originality/valueUp to the present, there is a scarcity of research exploring the effectiveness of sponsorship in participant-based sports. The majority of sponsorship studies measure the impact of sponsorship on spectators, neglecting the role of participants as potential vehicles in the sport sponsorship setting. This study is the first to exploring the role of sport participants in sport sponsorship literature, provides a comprehensive framework, which can guide future studies and enhance sponsorship efficiency in a participant sport context.

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Section: Theoretical Backgroundsmentioning

confidence: 99%

“…An attitude is a positive or negative assessment of an item (for example, individuals, occasions, activities and ideas), going from very negative to incredibly positive (Koronios et al, 2020b). Such assessments are constructed by the emotional and cognitive decisions of the object (Bagozzi and Burnmkrant, 1985).…”

Section: Attitude Toward Sponsormentioning

confidence: 99%

Unlocking the black box of sponsorship in participant-based sport

Koronios

Ntasis

Dimitropoulos

et al. 2022

SBM

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“…Broadcasting channels have also witnessed a series of incremental innovations (e.g., "yellow line" markers) and radical innovations (e.g., live-streaming; Kirton & David, 2013). In summary, technological innovation is transforming not only how sport is created but also how it is delivered, promoted, and consumed (Koronios et al, 2020;Ratten, 2020a). For example, Núñez-Pomar et al (2016) found that the performance of small firms is more dependent on innovation capacity than that of large firms.…”

Section: Literature Reviewmentioning

confidence: 99%

Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games

González-Serrano

Porreca

et al. 2021

Journal of Business Research

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“…The integration of digital technology can be decisive in innovation of sports sponsorship strategies (Koronios et al, 2020). One of the most innovative and technological actions in sports sponsorship could be the sponsorship of the video assistant referee (VAR), which soccer leagues with the largest budgets in Europe and official championships offer live during matches.…”

Section: Introductionmentioning

confidence: 99%

Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

Santos

Sánchez‐Franco²,

Moraga³

et al. 2022

IJSMS

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PurposeThis study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.Design/methodology/approachAn experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.FindingsThe results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.Originality/valueThis is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.

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Online technologies and sports: A new era for sponsorship

Cited by 16 publications

References 42 publications

Unlocking the black box of sponsorship in participant-based sport

Unlocking the black box of sponsorship in participant-based sport

Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games

Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

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