Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events

Pedersen, Paul M.

doi:10.1123/ijsc.2015-0007

Cited by 8 publications

(34 citation statements)

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“…The formation of sports sponsorship alliance is the establishment of a formal business relationship between a professional sporting organization and a sponsor in order to achieve common goals (Cornwell, 2014;Ryan and Fahy, 2012;. This alliance is a strategic alliance type of collaborative where partners are non-competitor (cf.…”

Section: Introduction Background and Rationalementioning

confidence: 99%

“…operations among non-competitors, competitive alliances: strategic among competitors, collaborative ventures: strategic among non-competitors) (Sheth and Parvatiyar, 1992). The partners will play a strategic role to create mutual benefit regarding future value from the long-term relationship (Cornwell, 2014;Nufer and Buhler, 2011;Farelly, 2010;Urriolagoitia and Planellas, 2006;Sheth and Parvatiyar, 1992).…”

Section: Introduction Background and Rationalementioning

confidence: 99%

“…A Brandwatch analysis of Barclay's premier league sponsorship, 2013). In this era, the area of network approaches then has been developed to align with sponsorship alliance strategic purposes (Cornwell, 2014;Ryan and Fahy, 2012). The focus is on network management instead of media management (Ryan and Fahy, 2012).…”

Section: Introduction Background and Rationalementioning

confidence: 99%

“…Explained through exchange theory and the premise that the resources exchanged between sponsors and properties are valued equitably (Crompton, 2014). In other words, the relationship between sponsors and sports organizations is mutually beneficial, a two-way interaction, and not a relationship where one side exploits another (Cornwell, 2014).…”

Section: Introduction Background and Rationalementioning

confidence: 99%

“…In order to achieve success, partners have to define clear and compatible goals. (Mazodier, Paliwal and Prendergast, 2016;Cornwell 2014;Child et al, 2005;Speed and Thompson, 2000;Gwinner, 1997).…”

Section: Introduction Background and Rationalementioning

confidence: 99%

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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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Section: Introduction Background and Rationalementioning

confidence: 99%

Section: Introduction Background and Rationalementioning

confidence: 99%

Section: Introduction Background and Rationalementioning

confidence: 99%

Section: Introduction Background and Rationalementioning

confidence: 99%

Section: Introduction Background and Rationalementioning

confidence: 99%

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Factors affecting sports sponsorship alliance formation

Suvathi¹

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The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

Xu,

Cao,

Matsuoka

2024

APJML

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PurposeThe impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.Design/methodology/approachThis study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.FindingsThis study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.Originality/valueThis is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

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Beyond purchase intention in sports sponsorship: an alternative approach to measuring brand equity using best-worst scaling

Almaiman,

Ang,

Winzar

2023

EJM

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Purpose The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share. Design/methodology/approach This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma. Findings With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale. Research limitations/implications Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories. Practical implications Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement. Originality/value Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

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Sponsorship in Marketing: Effective Communication Through Sports, Arts and Events

Cited by 8 publications

References 0 publications

Factors affecting sports sponsorship alliance formation

Factors affecting sports sponsorship alliance formation

The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

Beyond purchase intention in sports sponsorship: an alternative approach to measuring brand equity using best-worst scaling

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