How Sponsorships Work: the Sponsorship Engagement Model

Abstract

Prior sponsorship research has focused almost entirely upon accurate recall and recognition of sponsors of events. This emphasis on awareness belies the fact that the primary sponsors of national and international events already possess high brand recognition and instead seek higher level communication goals (preference and retention) from sponsorships. Audience data from two studies (an American football match and a 3-day motorsports event) demonstrate the psychological processes by which audiences are engaged through sponsorship activation. Importantly, this research conceptualizes and measures the activation construct and illustrates subsequent effects on brand concreteness, brand attributions, and brand personality. These three factors, in turn, enhance the sponsoring brand's distinctiveness and lead to positive behavioral responses favorable to the sponsor.