The impact of the COVID-19 pandemic on the advertising and sponsorship industry in sport

Dašić, Dejan; Tošić, Miloš Z.; Deletić, Velimir

doi:10.5937/bizinfo2002105d

Cited by 13 publications

(9 citation statements)

References 7 publications

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“…For most subareas of the sports sector, such as recreational participants, venues and facilities, sponsoring firms and broadcasters, sports clubs and tournaments, the effect has been rapid and extreme (Ratten, 2020). Sponsors have endured, particularly those who depend on a blend of event openness, athletic support and retail numbers (Dasic et al. , 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Sponsorship, Covid-19 and mega sport events: the case of UEFA Euro 2020

Koronios,

Ntasis,

Dimitropoulos

2023

SBM

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PurposeThis study aims to explore spectators' awareness of and attitudes toward sponsoring firms as well as to propose a model predicting their purchase and word-of-mouth (WOM) intentions toward the sponsors of a major sporting event during a pandemic crisis.Design/methodology/approachA quantitative method was used to collect the data, with 1,259 questionnaires being effectively collected and analyzed using SPSS and AMOS. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), path analysis and structural equation modeling (SEM) were used to analyze the data.FindingsFactors such as sports involvement, sincerity, social media use, beliefs about sponsorship, sponsor's image, Covid-19 beliefs and emotions, awareness of and attitude toward sponsors were found to significantly predict spectators' purchase and WOM intentions.Originality/valueThe results support the structural equation model, providing a multidisciplinary conceptual framework that highlights the significance of comprehending the role of significant factors in sponsorship efficiency during the Covid-19 crisis. The proposed framework adds to the knowledge corpus of this field.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Sponsorship, Covid-19 and mega sport events: the case of UEFA Euro 2020

Koronios,

Ntasis,

Dimitropoulos

2023

SBM

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“…Formula 1 has postponed numerous races in 2019 and 2020. Similarly, the famous Wimbledon tennis tournament was cancelled for the first time since 1945, and the International Olympic Committee decided to postpone the Olympic Games planned to be held in Tokyo in 2020, until the summer of 2021 (Dašić et al, 2020b). Taking into account all the above, depending on the long-term impact of COVID-19 on the economy, individual sponsors may be forced to terminate sponsorship agreements.…”

Section: State and Nation Branding Platform Through Sportmentioning

confidence: 99%

Branding of States and Nations in (Post) Covid 19 Era

Dašić¹,

Dašić²

2021

Tourism Challenges Amid Covid-19

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The subject of this paper is the COVID-19 pandemic impact on nations and states branding. Nations branding is very important for their global position. That is why there are numerous specific ways for state branding: film industry, sports events, civil engineering ventures, cultural and public events, diplomacy, celebrities, public relations, tourism etc. In general, people know very little or nothing about individual nations and states, so sports and tourism, as globally popular advents, may represent extraordinary set for their promotion. Globalism is a process of whose activities no state or person is spared. It is followed with numerous advantages but with numerous menaces too. With one of them, the world is struggling these days – the COVID-19 pandemic. Sports events all around the world are postponed or canceled in an effort to stop the virus from spreading. Pandemic and counties lockdowns almost killed global tourism.

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“…The COVID-19 virus is all around, and it has become a significant concern and anxiety at all levels. The World Health Organization affirmed a pandemic at the beginning of March 2020, which caused main changes in society and the economy (Mandarić et al, 2022;Trajkov et al, 2022;Perić et al, 2021;Neuburger & Egger, 2020;Dašić et al, 2020). All countries have activated their reserves, and the governments of all countries are wondering how long this will last, without finding a particular answer (Slavuljica-Gardašević, 2021).…”

Section: Introductionmentioning

confidence: 99%

Protective Measures Against COVID-19 and their Impact on Guest Satisfaction and Behaviour Intentions: The Case of the Hotel Industry of Serbia

Perić¹,

Dramićanin

Sekulić

2022

Economic Themes

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After drastically changing the global tourism and hospitality industry, the current pandemic made hotel companies better understand the new situation and begin to adapt to new market developments. The hotel industry has made significant advances and changes in its business to guarantee the health and safety of guests. This research aimed to examine the consequence of hotels' protective measures against the COVID-19 virus on guest attitudes about protective measures, satisfaction and behavioural intentions. Research findings indicate the protective measures versus COVID-19 utilized by hotels in Serbia positively impact guest attitude towards the measures and guest satisfaction. In contrast, the impact on behavioural intentions is not statistically significant. Additionally, guest attitude towards the measures positively affects guest satisfaction. Guest satisfaction positively affects guest behavioural intentions, while the relationship between guest attitudes and behavioural intentions is not statistically significant.

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The impact of the COVID-19 pandemic on the advertising and sponsorship industry in sport

Cited by 13 publications

References 7 publications

Sponsorship, Covid-19 and mega sport events: the case of UEFA Euro 2020

Sponsorship, Covid-19 and mega sport events: the case of UEFA Euro 2020

Branding of States and Nations in (Post) Covid 19 Era

Protective Measures Against COVID-19 and their Impact on Guest Satisfaction and Behaviour Intentions: The Case of the Hotel Industry of Serbia

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