The Olympic Effect: Employee Reactions to Their Employer's Sponsorship of a High‐Profile Global Sporting Event

Abstract

With companies investing vast sums of money on sponsoring high‐profile sports events, it is surprising that very little research exists to examine the possible impact that this has on the sponsors’ employees. This two‐wave panel study explores the indirect role that Olympic sponsorship and employee support for this sponsorship has on increases in organizational identification and discretionary effort—via, that is, pride and employee assessments of their employer's corporate social responsibility (CSR) credentials. The current study surveyed 241 employees (from three countries) in two phases across a 12‐month period in the run‐up to the 2012 London Olympics. Olympic sponsorship support was found to be positively associated with organizational pride and CSR perceptions, which both predict increases in organizational identification and discretionary effort (controlling for earlier baseline levels of these outcomes). In addition, there is also evidence of an indirect positive effect (through CSR perceptions and pride) of Olympic sponsorship support on increases in organizational identification and discretionary effort. The implications of these findings for decision makers considering sponsoring major sporting events are discussed; the findings provide interesting insights that can help HR functions to understand the consequences of sports sponsorship and processes involved that explain positive employee responses. © 2015 Wiley Periodicals, Inc.