Sport Commercialism and its Impact on Sponsorship Strategy

TRACHSLER, TRACY; DeGaris, Laurence; Dodds, Mark

doi:10.4127/ch.2015.0103

Cited by 3 publications

(5 citation statements)

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“…The results further revealed a negative impact of event commercialization on corporate brand image. The findings are consistent with previous studies that have examined the impact of event commercialization on the corporate brand's image (Cornwell et al, 2005;Trachlser et al, 2015). Furthermore, previous studies have found that sponsorship clutterseveral sponsors exposed through the broadcast media-reduces consumers' brand recall ability, negatively affecting the sponsor's brand image (Breuer and Rumpf, 2012;Seguin and O'Reilly, 2008).…”

Section: Theoretical Implicationssupporting

confidence: 91%

Section: Discussionmentioning

confidence: 99%

“…Sirgy et al (2008) noted that sport consumers' self-congruence and involvement in an event generate loyalty toward the sponsor brand. In contrast, some studies have shown that the over-commercialization of events has led to their loss of reputation among sport consumers and a negative perception of the sponsors attached to the event (Dean, 2002;Seguin and O'Reilly, 2008;Trachlser et al, 2015). Based on these research findings, the following hypotheses were proposed: H1.…”

Section: Event Involvementmentioning

confidence: 99%

“…Cornwell and Relyea, 2000;Seguin and O'Reilly, 2008). Trachlser et al (2015) found that when a professional sport is over-commercialized, corporate brands have a dominant influence on sporting events. Similarly, McDaniel and Chalip (2002) examined the spectators of the 1996 Summer Olympics and found that over-commercialized sporting events had a negative effect on fans' enjoyment of the games.…”

Section: Event Commercializationmentioning

confidence: 99%

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The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events

Rai¹,

Cho

Yousaf

et al. 2023

APJML

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PurposeIt is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically attend sporting events during the COVID-19 pandemic, corporations still showed interest in sponsoring such events. To better understand this phenomenon, this study examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brand image and purchase intentions of the corporate sponsor brand.Design/methodology/approachA total of 646 responses were collected from fans of Indian Premier League teams. Confirmatory factor analysis and covariance-based structural equation modelling analyses were conducted on the collected data.FindingsResults showed that fans' involvement in televised sporting events had a positive influence on the events' reputation, which, in turn, had a significant impact on their corporate brand credibility and image. Furthermore, the corporate brand credibility and image had a positive impact on the fans' purchasing decisions.Originality/valueThis study provides valuable implications for marketing managers aiming to enhance their understanding of the impact of event sponsorship on corporate brands. In addition, the findings provide insight into how to support the development of effective sponsorship strategies in the future. The results suggest that sponsoring companies should consider maintaining the credibility and image of their brands to achieve the desired outcomes from sponsoring such sporting events.

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Section: Theoretical Implicationssupporting

confidence: 91%

Section: Discussionmentioning

confidence: 99%

Section: Event Involvementmentioning

confidence: 99%

Section: Event Commercializationmentioning

confidence: 99%

See 2 more Smart Citations

The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events

Rai¹,

Cho

Yousaf

et al. 2023

APJML

View full text Add to dashboard Cite

show abstract

“…Brands invest in sport properties "to reach marketing goals and objectives" (22). McCarville and Copeland (1994) evaluated sport sponsorship via the exchange theory between sponsors and properties.…”

Section: Sports Sponsorship and Social Norms And Values Mark Dodds Ementioning

confidence: 99%

The Role of Culture in Sports Sponsorship: an Update

Keshkar

Lawrence

Dodds

et al. 2019

Ann. Appl. Sport Sci

Self Cite

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Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it's a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article.

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Building bridges: Connecting sport marketing and critical social science research

Evans

Gee²,

Eddy³

2022

Front. Sports Act. Living

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Recently, sport management scholars have called for researchers to critically evaluate the ways in which research questions and resulting contributions truly disrupt what is known, how it is known, why it is important to know, and for whom. Historically, sport marketing research has adapted traditional research approaches from the parent marketing discipline to sport. Yet, sport is a constantly evolving social and cultural phenomenon and a reliance on conventional theories, concepts, and methods can serve to crystalize the discourse in sport marketing in ways that may limit knowledge production. Responding to this call, we believe that sport marketing research has much to gain from engaging with critical social science assumptions, worldviews, and perspectives to examine complex issues in sport. We position this paper as a starting point for advancing the field of sport marketing in meaningful and impactful ways by offering two research propositions, each accompanied by four actional recommendations. We employ a particular focus on the marketing campaigns that activate and promote corporate partnerships in sport to frame our two propositions, which discuss (1) consumer culture theory and (2) the circuit of culture as two important frameworks that begin to build bridges between sport marketing and critical social science.

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Sport Commercialism and its Impact on Sponsorship Strategy

Cited by 3 publications

References 0 publications

The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events

The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events

The Role of Culture in Sports Sponsorship: an Update

Building bridges: Connecting sport marketing and critical social science research

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