Structural Business Model Based on Cooperation between Sports Organizations and Sponsors

Dilys, Mantas; Gargasas, Audrius

doi:10.5755/j01.ee.25.1.2680

Cited by 8 publications

(7 citation statements)

References 21 publications

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“…Only a few studies in the area of sponsorship have examined the purchasing intent of sports consumers, which is the objective of selling corporate sponsorships (Kim et al, 2011). According to Dilys and Gargasas (2014) sponsors and sports organizations needed to cooperate more; therefore the results of this study are geared towards both the sponsoring corporations and sports event organizations from a theoretical and practical standpoint to achieve mutual benefits. In practice, this study will allow both, sponsors and sponsored organizations to implement more effective marketing tools, designing specific messages for specific segments of consumers, meeting their particular interests.…”

Section: Introductionmentioning

confidence: 99%

Involvement and Image Transfer in Sports Sponsorship

Santos

Vveinhardt

Moreno

et al. 2016

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Sponsorships have become one of the most important marketing tools. Data show that a majority of sporting events is sponsored and that investment in sponsorship is increasing every year. Companies are demanding more research to better understand their investment efficacy. Involvement is a key element in processing sponsorship information in consumers' minds. This variable affects consumer behavior and moderates the sponsor image transfer. The study of involvement could give guidance for the design of appropriate and functional advertising campaigns. The research proposes segmenting and modelling sport consumer behaviour in sponsorship by their level of involvement with the event. For this task, we propose a model for image transfer between the sponsored entity and the sponsor. Using Finite Mix Partial Least Square methods, two sample segments are achieved. The data were obtained with a web banner during an international tennis event. In conclusion, the least involved individuals do not process the image transfer effect, as opposed to the individuals who are more involved. In the theoretical field, this paper is the first to include segmentation by Finite Mix in sponsorship research. Finally, attraction and involvement strategies are proposed based on the characteristics for each of the variables in this model, for example, regular meetings for fans, autograph signings and weekly chat sessions on the web site. This study provides guidance for companies about how to increase their customers' willingness to purchase, how to improve their image, how to increase supporters' involvement and finally, how to design effective communication for supporters according to their level of involvement.

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Section: Introductionmentioning

confidence: 99%

Involvement and Image Transfer in Sports Sponsorship

Santos

Vveinhardt

Moreno

et al. 2016

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“…On the other hand, Huth ( 2020), who employs a questionnaire survey to identify the motivations for investors to purchase financial instruments of European football clubs, indicates that emotion-related aspects dominate rather than any expectation of financial returns. Dilys and Gargasas ( 2014) develop a structural business model of cooperation between sports organizations and sports sponsors. The model combines such components as a sports product, image, values, and association in order to create attractiveness for audience and sponsors.…”

Section: Relationships With Investors and Sponsorsmentioning

confidence: 99%

Digital Business Models in Sport

Tomanek¹,

Cieśliński²,

Polasik³

2022

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Digital technologies are having a profound impact on sport business, opening up new opportunities to generate income and value. This book explores the phenomenon of digitization in sport management, with a particular focus on business models and how they are being transformed in this new digital era.The book explains how business models describe and underpin contemporary sport business, and how flexibility is the key to unlocking value in an era of rapid technological change. It presents case studies of the impact of digitization on sport organizations, in both amateur and professional contexts, including cutting-edge topics such as the business of football, sponsorship communication, athlete engagement, micropayments and wearable devices. The final chapter summarizes current knowledge on digital business models and looks ahead at possible future directions for sport business in the digital era. This is fascinating reading for any advanced student, researcher or practitioner working in sport management who wants to better understand the challenges and opportunities presented by digital technology for the sport industry.Mateusz Tomanek is Assistant Professor in the Faculty of Economic Sciences and Management at the Nicolaus Copernicus University in Toruń, Poland, where he teaches management, and the marketing of sport and wellness. He is also the chairman of the organizing committee of the International Scientific Conference Quality in Sport and the Editor-in-Chief of the journal Quality in Sport, and local coordinator for the programme of The Governance & Administration of Leisure and Sports International Master ( GOALS) which is financed under Erasmus Mundus Joint Master Degree.

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“…Given the importance of the physical culture and sport development, its impact on the health and economy of all countries, this issue is given much attention both in the Russian Federation and in other countries. Questions of the management research current state in the field of sports management are considered in the article Dowling, Mathew; Leopkey, Becca; Smith, Lee (5), structural business model for sports organizations and the impact of direct public investment in sports infrastructure in the article Dilys, Mantas; Gargasas, Audrius (1). Economic aspects of sports organizations relations with municipalities and sports federations are considered in the article Pavlik, Marek (11).…”

Section: Literature Reviewmentioning

confidence: 99%

Financial Support of Physical Culture and Sports Institutions in Russia

Sabitova¹,

Shavaleeva²,

Bolonina³

2019

Proceedings of the First International Volga Region Conference on Economics, Humanities and Sports (FICEHS 2019)

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The article considers the existing system of state and municipal financing of physical culture and sports in the Russian Federation as one of the important branches of the social sphere. Financing of physical culture and sports is carried out through the budget system of the Russian Federation, with the main share of funding coming from regional and local budgets. In recent years, expenditures on financing physical culture and sports have been growing faster than the total expenditures of the consolidated budget of the Russian Federation. In Russia there is a wide network of Federal, regional and municipal organizations that receive various subsidies from the budget system of the Russian Federation. These include budgetary and Autonomous institutions, unitary enterprises. The article analyzes the financial support of budgetary institutions subordinated to the Russian Federation Ministry of sports. These institutions carry out the state task to provide services in the field of physical culture and sports. It is revealed that the main share of all subsidies allocated for the financing of physical culture and sports are subsidies for the financial support of the state task. They are calculated by sports on the basis of normative costs for the provision of state (municipal) services in the field of physical culture and sports. They are different for organizations of Federal, regional and local subordination. The analysis showed that half of the expenditure falls on the sport of higher achievements, which is understandable, given the importance and necessity of state support for the development of this area. Keywords-subjects of financing; sources of financing; budgets of the budget system of the Russian Federation; incomes of institutions; efficiency of expenses.

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Structural Business Model Based on Cooperation between Sports Organizations and Sponsors

Cited by 8 publications

References 21 publications

Involvement and Image Transfer in Sports Sponsorship

Involvement and Image Transfer in Sports Sponsorship

Digital Business Models in Sport

Financial Support of Physical Culture and Sports Institutions in Russia

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