Strategic sport sponsorship management – A scale development and validation

Koronios, Konstantinos; Vrontis, Demetris; Thrassou, Alkis

doi:10.1016/j.jbusres.2021.03.031

Cited by 26 publications

(27 citation statements)

References 74 publications

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“…It, therefore, plays more matches in the season and earns more in match-day revenue through ticketing and TV broadcasting rights. Therefore, MT1 finds it easier to bring up its income, thanks to the increased exposure and connection with a bigger audience (Koronios et al, 2020), one of the main drivers in sport sponsorship for companies that are looking for a competitive advantage (Hino and Takeda, 2019;Koronios et al, 2021b).…”

Section: Monetizing Social Valuementioning

confidence: 99%

Monetizing social value in sports clubs

Leiñena

San-José²,

García-Merino³

2022

SBM

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PurposeEuropean elite professional basketball clubs do not pursue economic profit maximization per se, but they also seek to create social value for stakeholders due to the community outreach and the emotional bonding that such organizations create. Here the purpose of this paper is to use an accounting system called social accounting to measure the social effects of an organization's activity in an effort to monetize and describe the holistic value created by these sports organizations for their stakeholders.Design/methodology/approachThis study applies an adapted, redesigned social accounting using SPOLY methodology to two elite basketball clubs in the ACB League (Spanish First Division), in order to monetize their social value. This methodology integrates non-market social value (value created for stakeholders without a financial transaction) with market social value (value created for stakeholders through market transactions), by monetizing validated dimensions for non-market and market social value obtained via information provided by clubs and their financial statements.FindingsClubs create a quantifiable social value for stakeholders through non-market and market dimensions. Value creation is not merely restricted to securing financial profit for shareholders but rather takes on another dimension in which the various stakeholders receive a holistic value from clubs.Originality/valueThis study provides evidence that clubs generate a quantifiable social value for their stakeholders that complements their economic value. This can help clubs to set up their own narrative concerning value creation for stakeholders and enable them to convey and manage the overall distributed value for stakeholders.

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Section: Monetizing Social Valuementioning

confidence: 99%

Monetizing social value in sports clubs

Leiñena

San-José²,

García-Merino³

2022

SBM

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“…Strategic sports sponsorship has been a research issue in SM in the last decades. Koronios et al (2021) developed the "Strategic Sport Sponsorship Scale". The proposed scale included 11-factor categories and 38 items.…”

Section: Strategic Management -Leadership Csfsmentioning

confidence: 99%

Sport Management Maturity Assessment: Application to Cosma Competencies Scale

Tsipoura¹,

Sakellariou²,

Glykas³

et al. 2022

Balkans JETSS

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The results of a literature survey on the application of management science fields to sport management are presented. The most prominent Critical Success Factors and Enablers for their achievement, identified in the SM maturity assessment frameworks are specified. Existing published work in sport management per critical success factor and enabler category is also presented thus providing a theoretical basis for their significance in the sport management field. A novel holistic sports management maturity assessment framework is proposed. The framework is based on and includes, a ten-by-ten matrix, the most prominent critical success factors and enablers identified in the literature survey. The proposed framework is then applied to the most known sport management competencies accreditation framework called COSMA. The result of this application is a proposed novel “tracking matrix”. Both the proposed maturity frameworks and the tracking matrix can be used by both academics and practitioners in the SM field.

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“…Companies adopt various advertisement techniques, such as sponsorship, to target their customers as part of their business strategy (Koronios et al, 2021). The objectives that drive organizations to invest in sponsorship are generating brand awareness and developing associations with the consumer, which leads to an increase in sales (Meenaghan, 2013;Naess, 2020).…”

Section: Introductionmentioning

confidence: 99%

A Non-Intrusive Experiment to Examine the Visual Attention Data on Exposure to a Brand Using Eye Tracking

Thapa¹,

Gahlot²,

Suryavanshi³

et al. 2023

Journal of Computer Science

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The objective of this study is to understand the influence of articulation on sports sponsorship posters of a sporting event. An eye tracking experiment was conducted to examine the visual attention data on exposure to the sponsor's brand while viewing an advertisement poster. The respondents were asked to fill out a questionnaire based on what they could recall while viewing the poster. Quantitative data, along with the eye tracking data, was analyzed using the Mann-Whitney U test and ANOVA. Respondents between the age group of 20 to 42 years were approached using the convenience sampling method. The findings of the study ascertained that articulating an advertisement sports poster is unlikely to have a substantial impact on visual attention and brand awareness of the consumer, instead diverting the attention away from the brand to the articulated text. Furthermore, the articulation effects of sports posters depend on the degree of congruence between sponsor-event pairing, which influences visual attention, resulting in a stronger brand recall when congruence is low. This study adds to the body of knowledge on the impact of articulation in sports sponsorship, where the extant literature is still limited. Future research could consider other types of articulation, such as analogical and socio-financial, and use other techniques, such as Electroencephalogram (EEG) and Functional Magnetic Resonance (FMR), to arrive at better results. This study aimed to empirically test the effect of articulation on sports posters considering the impact of ad-design elements on attention and media planning.

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Strategic sport sponsorship management – A scale development and validation

Cited by 26 publications

References 74 publications

Monetizing social value in sports clubs

Monetizing social value in sports clubs

Sport Management Maturity Assessment: Application to Cosma Competencies Scale

A Non-Intrusive Experiment to Examine the Visual Attention Data on Exposure to a Brand Using Eye Tracking

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