Sponsorship Leveraging Case Studies–Sydney 2000 Olympic Games

Tripodi, John A.; Hirons, Martin

doi:10.1080/10496490902907966

Cited by 16 publications

(7 citation statements)

References 12 publications

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“…A scenario-based two-factor (sponsorship types: control condition vs sport sponsorship vs CSR-linked sport sponsorship × service failure types: flight delay vs cancellation) experimental design was employed for the purpose of the current study. An airline service was selected as the target service industry because numerous airline companies actively engage in sport sponsorship (Tripodi and Hirons, 2009), and the airline service is a very complex service sector with numerous potential service failures. Among several types of service failures, flight delays and cancellations were selected to develop scenarios as they are the most typical service failures in this industry (Bamford and Xystouri, 2005).…”

Section: Research Design and Participantsmentioning

confidence: 99%

The impact of CSR-linked sport sponsorship on consumers’ reactions to service failures

Kim

Lee

et al. 2019

IJSMS

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Purpose Drawing on the corporate association framework and attribution theory, the purpose of this paper is twofold: first, to examine the shield effects of CSR-linked sport sponsorship on consumer attitudes toward a sponsor, attribution patterns in a sponsor’s service failure and repurchase intentions and second, to investigate the halo effect of CSR-linked sport sponsorship on corporate ability (CA) associations and the relationship between CA associations and consequential variables in the context of service failure. Design/methodology/approach A scenario-based two-factor (sponsorship types: baseline vs sport sponsorship vs CSR-linked sport sponsorship × service failure types: flight delay vs cancellation) experimental design was employed. Findings The results indicate that CSR-linked sport sponsorship outperforms non-CSR sport sponsorship in forming CSR association and developing CA association. Both CSR and CA associations are found to positively influence the consumer’s attitude toward a service provider. Consumers with positive attitudes attribute the sponsor’s service failure to external factors, leading to repurchase intention after a service failure. Originality/value This study connects two fields of research, service failure and sport sponsorship, thereby providing evidence on how CSR-linked sport sponsorship can play a shield role in the context of service failure and whether CSR-linked sport sponsorship can be a proactive strategy for service providers in industries where service failures are inevitable. Additionally, this study provides empirical evidence on whether CSR-linked sponsorship can lead consumers to perceive service quality as “doing right leads to doing well” by creating a halo effect.

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Section: Research Design and Participantsmentioning

confidence: 99%

The impact of CSR-linked sport sponsorship on consumers’ reactions to service failures

Kim

Lee

et al. 2019

IJSMS

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“…In order to ensure long-term events support, LEOC actors should also pursue this leveraging tactic. In the case of the Olympic Games, Tripodi and Hirons (2009) already showed that tactics are outlined to leverage sponsors.…”

Section: Discussionmentioning

confidence: 99%

Strategic leveraging: evidences of small-scale sport events

Pereira

Mascarenhas

Flores

et al. 2019

IJEFM

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Purpose The purpose of this paper is to identify the strategic leveraging goals associated with a portfolio of small-scale events and to analyze their implementation process (actors/tactics: who did what?) in order to propose new leverage typologies through new empirical research evidence. Design/methodology/approach Three techniques of data collection conducted the fieldwork: qualitative interviewing, direct observation and documental research. Based on the principles of grounded theory and using qualitative data analysis software (Nvivo) data were inductively analyzed. Findings Results showed the coexistence of a plurality of strategic leveraging goals, namely: “strengthen political advantage”; “integrate and retain partners/sponsors”; and “develop sports dynamics”. There was a set of tactics and actions identified and successfully implemented due to the coordination of the network of organizations part of the events, which included local and external actors. Research limitations/implications Researchers realized that it was impossible to take a neutral research stand. In fact, in qualitative research, the investigator is the first instrument of data collection. In this sense, it was important for researchers to constantly reflect on their role, as Pelias (2011) says “reflexive writing strategies include indicating how the researcher emerged as a contaminant, how the researcher´s insider status was revelatory or blinding, and how the researcher is implicated in the problem being addressed” (p. 662). It is also considered that, when organizing events, the network of interactions is extremely complex, making it difficult to capture all the actors’ perspectives. Practical implications In relation to the practical implications, it is important that sports event managers have in-depth knowledge and skills on event leveraging; it is also important that managers understand the sports culture in order to recognize the multidimensionality of strategic leveraging in sporting events. The strategic dynamic should be developed and coevolved with community/local and external actors. The coordination between the actors is a key point to achieve successful leveraging. Social implications A theoretical implication related to the event leverage is the creation of a new strategic objective – “developing the sport dynamics”. The sport participation tactic among other tactics were found, namely “enhancing of the sports shows” and “tuning of skills in sports management”. Originality/value The dynamics and plurality of strategic goals associated with the leverage of an event portfolio, namely the actions that were developed and also the actors’ interaction in small-scale events. Another factor is the identification of the prominent role of the external event organization committee in the dynamics of event leveraging, as well as the deep analysis of the leveraging process supported by the observation of all the events.

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“…As sport sponsorship has lead in the spending by type of sponsorship, much of the research is found in sports related journals. As a starting point research in the past has focused on the biggest global sporting event, the Olympics (Tripodi and Hirons, 2009;Cho;2011;Ellis, Parent and Seguin, 2016) or on sponsorship in auto racing focusing on the two major racing series, Formula One and NASCAR (DeGaris, Kwak and McDaniel, 2017;Jensen and Cobbs, 2014;Rotthoff, Depken, and Groothuis, 2014). In a recent publication, Grohs (2015) found 44 studies that focused on sponsorship and the effects on the sponsors brand image from 1995 to 2014 with the Olympics, auto racing and football (soccer)…”

Section: Sponsorship (1)mentioning

confidence: 99%

Airline Sponsorships and Sports – An Exploratory Review of Major Airline Engagement

Waguespack

Ambrose

2019

JATS

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Airline involvement in sport sponsorship has grown over the last few years as sponsorship activity has proven effective as one method to reach a global audience. Aiding in this move to the use of sponsorship is the growing role of social media networks that can be utilized with traditional media and event marketing activities to leverage the impact of the sponsorship. However, the extent of involvement in sports, the leading area of sponsorship activity, and across other events by the world’s major air carriers varies greatly. This review examines the reported sponsorships engagements in sports by leading global airlines at the airline’s web site.

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Sponsorship Leveraging Case Studies–Sydney 2000 Olympic Games

Cited by 16 publications

References 12 publications

The impact of CSR-linked sport sponsorship on consumers’ reactions to service failures

The impact of CSR-linked sport sponsorship on consumers’ reactions to service failures

Strategic leveraging: evidences of small-scale sport events

Airline Sponsorships and Sports – An Exploratory Review of Major Airline Engagement

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