Event Sponsorship Research Articles

Impact of sports sponsorship on early career athlete performance: Czech case study

The purpose of this study is to investigate the correlation between sponsorship and the performance and development of early career athletes transitioning from junior level to professional sports, because this issue has not been fully explored in the Czech Republic. The reason is the almost absolute absence of financial or material support for such early-career athletes, when their transition from junior categories and the entire junior category is almost always exclusively financed and supported by their parents and families. We also emphasise the absolute absence of legislative provisions that would give supporters of such athletes at least a tax or other advantage. The research is based on research of Cardenas (2023), Hong and Fraser (2023) and Moolman and Shuttleworth (2023) and aims to assess how financial and material support provided by sponsors can enhance an athlete’s performance and long-term career trajectory. A mixed method approach was adopted, combining quantitative analysis through surveys and performance data with qualitative interviews. Data from 173 early career athletes from various disciplines were analysed using t-tests and ANOVA statistical methods to assess financial stability, access to better training, and community participation. Results indicate that sponsorship significantly contributes to better performance metrics, with sponsored athletes showing a 20% improvement in competition results compared to nonsponsored athletes. Furthermore, sponsorship financial support improved training opportunities and access to elite facilities, which was shown to increase athletes’ performance by 15%. However, some challenges related to sponsorship obligations, such as marketing commitments, were highlighted by athletes, underscoring the pressures that sponsorship can introduce. The implications of this study suggest that effective sponsorship strategies can play a vital role in an athlete’s career development, offering not only financial stability but also opportunities for personal branding and increased community engagement. Another implication is a possible consideration for legislators in the context of preparing a legislative framework enabling tax or other benefits for companies and organisations sponsoring or supporting these young athletes. More research is recommended to explore the long-term impact of sponsorship on athlete mental health and career sustainability, as well as the differences in sponsorship effects across various sports disciplines.

Understanding following patterns among high-performance athletes

Abstract Professional sport enhances social interaction among athletes through meetings such as training groups, large-scale competitions and sponsored events. Among these, the Olympic Games represent the largest international competition, having a unique global impact. This event is assumed to promote international cooperation through the values of sport, becoming an opportunity for creating global connections between athletes. Here we want to understand the properties of the following activity, an indicator of the information flows, between highly successful Olympic athletes both at microscopic and macroscopic scales. To do so, we built a database including the Twitter usernames of Olympic medallists in Tokyo 2020, using it for creating the follower-followee network, a directed network representing who followed whom in this social network. From our database of 1052 athletes, we found 7326 connections among 964 athletes. The most popular athletes, those with highest number of followers, were Kevin Durant (basketball, USA), Allyson Felix (athletics, USA), Teddy Riner (judo, France), Alex Morgan (football, USA) and Simone Biles (gymnastics, USA). The macro-scale network structure displayed organized patterns related to microscopic—node—properties such as sex, country and sport, evidencing assortative connectivity patterns. These assortative patterns highlighted the need for a model quantifying the features’ importance in the followees choice, which we introduced through a gravity approach modelling the number of connections between homogeneous groups. Our research remarks the importance of datasets built from public exposure of professional athletes, serving as a proxy to investigate interesting aspects of many complex socio-cultural systems at different scales.

Biochemical Society support in action: experiences from our community

Throughout the year, the Biochemical Society offers a programme of grants for all career stages supporting research, attendance at scientific conferences and the sponsorship of events. So far this year, we have awarded over £200,000 towards conference participation, summer vacation studentships, international collaboration and the organization of independent seminars and postgraduate days. In this article, we are delighted to share a few insights from our community that highlight the variety of projects and opportunities made possible by our funding. For more information about our funding opportunities and the application process, please visit our website.

РЕКЛАМНО-КОМУНІКАЦІЙНА ІНДУСТРІЯ УКРАЇНИ: ВПЛИВ ФАКТОРІВ МАКРОСЕРЕДОВИЩА

The article examines changes in the structure of the advertising market and its synergy with Digital. It was established that the structure of the advertising market, as of 2023, consists of four directions: media advertising, marketing services, digital advertising and PR market. In turn, media advertising includes: TV advertising (direct advertising, sponsorship); digital TV; advertising in the press (national, including sponsorship, regional, specialized); radio advertising (national, regional, sponsorship); OOH Media (outdoor advertising, transport advertising, DOOH, Indoor advertising); advertising in cinemas; Digital (Internet) Media advertising. Marketing services include: Trade marketing (Merchandising, Trade promo, Personnel motivation and control programs); Loyalty marketing (Mailing, DB management, Contact Center); Consumer marketing; Event Marketing and Sponsorship. Digital advertising includes: banner advertising, ads in social networks, rich media; digital video, incl. Youtube; search (paid publication in search engines), including part of GDN; influencer marketing and other digital. Quantitative indicators of the advertising market were studied and significant growth of Digital advertising in 2013-2022 was revealed. The influence of macroeconomic factors, in particular, digital technologies, the COVID-19 pandemic, the Russian-Ukrainian war on advertising and communication activities is analyzed. The study showed that the COVID-19 pandemic contributed to the development and increase of market volumes, and the war led to a significant decrease in the quantitative indicators of the media advertising, marketing services and PR market. The digital market also declined, but only to the indicators of the pandemic period. It was established that the technological factor had a significant impact on the advertising market, not only by changing traditional platforms, but also by additional opportunities in the field of production of advertising materials and creativity. The changes in the legislation of Ukraine introducing the norms of the European legislation into the national legislation through the implementation of certain provisions of the EU legislation in the field of audiovisual advertising are indicated.

How Sports Involvement and Brand Fit Influence the Effectiveness of Sports Sponsorship from the Perspective of Predictive Coding Theory: An Event-Related Potential (ERP)-Based Study.

Background/Objectives: With the rapid expansion of the global sports market, the significance of sports sponsorship has attracted growing attention. However, during the golden age of the sports industry's development in China, international sports brand giants such as Nike, Adidas, and Under Armour have rapidly captured a substantial share of the Chinese sports consumer market through their distinctive product designs and varied marketing strategies. This has resulted in a highly competitive environment for China's sports goods industry. Therefore, fostering the improved development of domestic sports brands has become a crucial issue deserving of thorough scholarly investigation. This study examines how consumers' differing levels of sports involvement and the degree of fit between the sponsoring brand and the sponsored event affect their cognitive and emotional responses to sports sponsorships. Methods: By employing Predictive Coding Theory and ERP (event-related potential) brainwave technology, this study delves into the psychological and neurobiological levels to analyze the impact of consumer sports involvement on the processing of sponsorship information. Results: The results indicate significant differences in cognitive and emotional responses between high-involvement and low-involvement consumers. Additionally, the fit between the sponsoring brand and the sponsored event also significantly affects consumers' cognitive and emotional responses. These differences stem from consumers' complex and sophisticated predictive coding models. Conclusions: This study not only provides scientific evidence for sports brands in selecting and executing sponsorship activities, but also offers new perspectives for evaluating and optimizing sponsorship effectiveness.

Predictors of Cigar, Cigarillo, and Little Cigar Initiation Among Hip Hop-Identifying Youth

Background: We explored predictors of cigar product initiation among Hip Hop-identifying U.S. youth using data from the U.S. Food and Drug Administration’s Fresh Empire evaluation. Participants were Hip Hop-identifying youth living in evaluation markets who had not initiated cigar product use at their first survey. Objectives: We modeled cigar product initiation odds using discrete time survival analysis logistic regression models as a function of factors related to one’s large social, physical, social/normative, and intrapersonal environment, and other tobacco use. Results: In the unique sample, 26.2% initiated cigar product use. Factors associated with higher cigar product initiation odds included: current/former (vs. non-susceptible never) cigarette smoking (odds ratio [OR]=5.35; p=.008); cigarette experimentation (vs. non-susceptible never smoking) (OR=3.26; p<.001); current (vs. never) e-cigarette use (OR=2.06; p<.001) and hookah use (OR=1.83; p=.011); having at least one friend who uses marijuana (OR=1.43; p=.008); high music use (OR=1.32; p=.035); household tobacco use (OR=1.26; p =.042); increased age (OR=1.18; p< .001); and higher sensation seeking (OR=1.16; p=.018). Youth reporting higher perceived smoking risks had lower cigar product initiation odds (OR=0.86; p=.029) as did Hispanic (OR=0.53; p<.001) and non-Hispanic Other youth (OR= 0.68; p=.023) (vs. non-Hispanic Black youth). Conclusions: The finding that high music use predicted cigar product initiation should be considered in light of cigar brand sponsorship of musical artists and events and indicates a potential opportunity for counter messaging. Peer crowd segmentation in this study identified unique and differing factors that influence tobacco use risk among Hip Hop-identifying youth that are not found in the general population.

Brand Awareness : PT Nutrifood Indonesia

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through an event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its cooperation partners have succeeded in increasing brand awareness.

Exposure to nicotine pouch marketing and nicotine pouch experimentation among U.S. adults who use commercial tobacco

ObjectiveU.S. nicotine pouch (NP) sales have grown since 2016. Among U.S. adults who currently and formerly used commercial tobacco, we examined demographic associations with learning about NPs through varying marketing channels, and their associations with NP experimentation overall and stratified by race/ethnicity. MethodsA nationally representative sample of U.S. adults who currently and formerly used commercial tobacco (n = 1,700) were surveyed online in January-February 2021. Participants reported their demographics and whether they learned about NPs through nine marketing channels. We used weighted multivariable logistic regressions to examine demographic associations of each channel, and each channel’s association with NP ever-use. ResultsOverall, 45.2 % were aware of NPs, and 17.4 % ever used NPs. Highest reported NP awareness was through stores (16.6 %), internet/social media ads (9.2 %), friends/family’s social media (8.2 %), direct mail/email (7.6 %), and print media ads (6.9 %). Younger, female, Black and Hispanic (vs. White) adults had lower odds of NP awareness through various marketing channels than their counterparts. Black adults (vs. White) had higher odds of NP awareness through news stories on TV/radio/online. Awareness through each channel was associated with higher odds of ever-using NPs, especially brand sponsored events, brand website/social media accounts, and direct mail/email (p’s < 0.05). Results were generally consistent when stratified by race/ethnicity, but notable differences were also observed (race/ethnicity interaction p < 0.05). ConclusionsNP marketing may promote NP experimentation among U.S. adults who use commercial tobacco. Future research should examine whether exposure to NP marketing leads to poly-tobacco use, which could increase the detrimental health effects of tobacco use.

The effect of athlete endorsement on employees' organizational identification: a case study utilizing an Olympic athlete

PurposeThis study aims to investigate the effects of sponsorship on organizational identification among employees of companies that sponsor individual athletes from the perspective of internal marketing.Design/methodology/approachAn online survey was conducted in July 2021 targeting employees of Company A. Specifically, employees were invited to participate via email notifications sent through the company's intranet. To clarify the impact of company sponsorships for individual athletes on employee organizational identification, this study focused on the relationship between Company A and an athlete they support. Psychometric scales were used to measure the factors of the hypothetical model, such as sponsor fit and attitudes toward sponsorship. The analysis was conducted using IBM SPSS 28.0 and AMOS 25 Graphics, and the hypotheses were tested using structural equation modeling.FindingsWe collected a total of 365 survey responses in two weeks. All the hypotheses in this study were supported, indicating that athlete identification and brand knowledge had a significant positive effect on perceived sponsor fit. In addition, attitudes toward the employer significantly have positive relationships with brand commitment and organizational identification. This study showed that perceived sponsor fit plays an important role in employee perceptions of sponsorship. Athlete endorsement is effective from an internal marketing perspective.Research limitations/implicationsThe limitation of this study is the selection of the research subject. Conducting the same survey targeting individual athletes with different characteristics may lead to discoveries about the impact of corporate sponsorship on employee organizational identification.Practical implicationsThe practical implication of this study is that business executives should also use sponsorship for individual athletes as a means to unify and motivate their employees. In selecting athletes for sponsorship, it is necessary to select individuals who fit the company image. In this process, listening to employees' opinions may help select the most suitable athlete who matches the company's image.Originality/valueMany studies conducted on sports sponsorship have focused on the impact on potential customers, from external marketing. Even in studies examining the effects of sports sponsorship on employees, the sponsored subjects are typically teams or events. Therefore, the originality of this study lies in examining the impact of athlete endorsement on the company's employees from the perspective of internal marketing.

Brand Awareness : Pt Nutrifood Indonesia

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through the event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its partners have succeeded in increasing brand awareness

Influencer storefronts: impact of social media advertising disclosures on purchases

PurposeThe purpose of this study is to address the surging reliance on influencer marketing in evolving business models, focusing on a novel approach – the influencer e-commerce storefront. This study investigates various influencer advertising disclosures, social media activities and their impact on consumer engagement and sales within the influencer e-commerce storefront.Design/methodology/approachSecondary data was collected on 734 influencers from an e-commerce website based on “influencer” storefronts, and the influencer’s social media activity and content were collected from Instagram. Two-stage seemingly unrelated regression model was used to examine the research model.FindingsInfluencer social media use, encompassing daily posts, story posts and average comments, positively influences consumer engagement and sales on influencer e-commerce storefronts. Notably, the study reveals that different advertising disclosure languages yield varying effects. Unclear disclosures (e.g. branded Highlights) positively impact engagement and sales, while obvious disclosures (e.g. “Sponsored Ad”) negatively affect both.Originality/valueThe study contributes to Persuasion Knowledge Theory, examining influencer e-commerce storefronts and revealing the persuasive impact of undisclosed language in advertising. This study innovatively explores the effects of obvious and undisclosed sponsorship on coping mechanisms, offering insights into consumer reactions. The recommended use of undisclosed language suggests that ambiguity can enhance ad persuasion, guiding practitioners in crafting more effective messages. Moreover, the study extends co-creation theory and service-dominant logic by underscoring the significance of influencers’ social media engagement in co-creating value for consumers. Influencers’ active engagement on social media fosters co-creation, strengthening connections and boosting consumer loyalty.

Authenticity in TikTok: How content creator popularity and brand size influence consumer engagement with sponsored user‐generated content

AbstractThis research examines how sponsored user‐generated content influences consumer engagement on TikTok across three studies. In the first study, we demonstrate that when content creators endorse brands through sponsorship, they are perceived as less authentic. This perceived lack of authenticity, in turn, reduces consumer engagement with brands. In the second study, we show that the influence of sponsorship on consumer engagement is moderated by the content creator's popularity, as reflected by their follower count. Specifically, the negative effect of sponsorship on consumer engagement is observed only among popular creators with large followings, while less popular creators do not experience the same negative impact. In the third study, we show that for popular creators, sponsorship can enhance consumer engagement when the endorsed brand is perceived as small, compared to when it is perceived as large. Together, these findings extend our theoretical understanding of how sponsored user‐generated content shapes consumer engagement on TikTok. Additionally, our research provides valuable insights for brand managers aiming to develop effective digital marketing strategies and for content creators looking to optimize engagement with their audience.

Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League: a social identity perspective

PurposeDrawing upon the Social Identity Theory, this research aims to investigate the effectiveness of Qatar’s soft power sponsorships among the Indian Premier League (IPL) fans in India. We explore the relationship between team identification, team-sponsor fit, and purchase intention of sports fans, while also examining the moderating effect of sponsor brand awareness in the context of the IPL.Design/methodology/approachUsing a quantitative research design, we conducted both offline and online surveys from sports fans. The proposed model was examined using Confirmatory Factor Analysis and Partial Least Square-Structural Equation Modelling to test the study’s hypotheses.FindingsThe results reveal a positive and significant association between team identification and team-sponsor fit, and team-sponsor fit and purchase intention of sponsor brands. Further, brand awareness moderates the relationship between team-sponsor fit and purchase intention of sponsor brands, but not on the team identification and team-sponsor fit relationship.Research limitations/implicationsThis research adds to the paradigm of social identity theory and soft power sponsorship research. By providing insights into fans’ predisposition towards the team sponsors, the study will help managers design effective brand promotion strategies.Originality/valueThis research is the first to explore the effectiveness of soft-power sponsorships in the Indian mega-sports landscap. It is also the first to explore the moderating effect of sponsor brand awareness on sponsorship effectiveness, which is determined through the purchase intentions of the sponsor brand.

Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers

PurposeDespite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor’s products, and examine the degree to which perceived fit mediates the relationship between the involvement dimensions and intention.Design/methodology/approachThe study draws on the theoretical model of sponsorship effects proposed by Wakefield et al. (2020) and obtained quantitative data from sampling esports viewers (n = 285). Statistical analysis was carried out in three steps. Beyond the descriptive statistics, confirmatory factor analysis (CFA) was conducted to assess the goodness of fit of the measurement model. The mediation analysis was performed at the end of the study.FindingsThe results supported the impact of one of the esports involvement dimensions (i.e. self-expression) on both perceived fit and esports viewers’ intentions to buy sponsors’ products. Involvement (self-expression) was found to have both direct and indirect relationships, through perceived fit, on purchase intentions. The study provided support for the associations among esports involvement dimensions, sponsorship perceived fit and purchase intentions.Practical implicationsThe practitioners should first consider the involvement profile of esports viewers. The more involved viewers will be more likely to have positive perceptions about the fit between the esports tournament and the sponsor.Originality/valueIt is the first study to test a sponsorship evaluation model in the context of esports users. It does so by including a more detailed measurement of involvement (with three-dimensions) in the hypothesized model.

Promotion Optimization: Effective Strategy to Increase Customer Interest in Gold Pawn at Bank Syariah Indonesia

This research delves into examining how promotional strategies impact customer interest in gold pawning services at Bank Syariah Indonesia KCP Bitung. Given the ever-changing market dynamics and evolving consumer preferences, the adaptability and innovation of Islamic banking institutions play a crucial role. The study concentrates on understanding how promotion influences customer interest in gold pawning, a service offering quick liquidity without requiring the sale of valuable assets. Through quantitative methods, data were gathered from 94 customers via questionnaires and analyzed using simple linear regression. The results indicate that promotional efforts significantly influence customer interest, explaining 61% of the variance. This underscores the significance of employing effective promotional strategies to enhance customer engagement and loyalty. The study identifies various promotional tactics, including advertising, sales promotions (such as discounts and coupons), personal selling (especially through social media influencers), public relations and publicity (e.g., press releases, event sponsorships, CSR activities), and direct marketing (e.g., mail, email, phone, social media). Each strategy's efficacy is supported by recent research, emphasizing the importance of coherent messaging in concise advertising for achieving higher response rates. The findings suggest that bolstering promotional endeavors can markedly increase customer interest and satisfaction, thereby fostering business expansion. Organizations are encouraged to prioritize strategic promotional activities to capitalize on their considerable influence on customer interest.

Aditya Birla Group's Contribution to Corporate Social Responsibility

Corporate Social Responsibility (CSR) refers to the business practices that involve initiatives benefiting society. Companies adopt various CSR strategies to positively impact the public, economy, or environment. In today's socially conscious market, businesses that prioritize CSR often attract more employees and customers. Objective of the Project The project aims to provide a comprehensive study of CSR, fulfilling the requirements of the fourth semester for degree completion. Understanding Corporate Social Responsibility (CSR) CSR is a self-regulating business model that helps companies remain accountable to their stakeholders and the public. Also known as corporate citizenship, CSR ensures that companies are conscious of their societal impact across economic, social, and environmental dimensions. CSR initiatives can include philanthropic efforts, volunteer programs, and sustainable business practices. Why Implement CSR? Many companies integrate CSR into their brand image, believing it makes them more appealing to consumers who value ethical behavior. CSR activities also serve as a crucial aspect of corporate public relations. Additionally, some founders engage in CSR driven by personal beliefs. Impact of CSR The movement toward CSR has influenced multiple domains. Many companies now focus on environmental sustainability, ethical labor practices, and local community support. While CSR programs are more common among large corporations, small businesses also participate in these initiatives through localized efforts such as donations and event sponsorships. CSR at Aditya Birla Group The Aditya Birla Group's CSR initiatives aim to enhance the social and economic development of the communities they operate in. The Group reaches out to 9 million people annually in 7,000 villages through the Aditya Birla Centre for Community Initiatives and Rural Development.

From Sensation to Emotion: A Neuromarketing Study of Sport Sponsorship Effects

Abstract: This study investigated the sport sponsorship effects by applying the traditional response hierarchy models. Measured by a neuromarketing technique (i.e., electroencephalogram [EEG]), the study analyzed how sport fans' sensation and emotion influence sponsorship effects. The Korea Republic National Football Team's A match videos were shown as experiment stimuli to manipulate participants' arousal and emotion in the experiment. Based on alpha blocking and hemispheric laterality theories, the current study found that alpha blocking occurred when participants were exposed to sensational senses (e.g., scoring goals) and that left frontal alpha dominance (LFAD) was reported when participants watched their supporting team's winning games and had positive emotions. However, alpha blocking by brand recall and LFAD by brand attitude were insignificant. These findings support the use of neuromarketing and traditional response hierarchy models in understanding the effects of sport sponsorship. Managerial implications and study limitations will be discussed.

Wheels in Motion: Exploring Challenges and Opportunities in Motorsports Management in Nepal

Nepal is a beautiful country with diverse terrain; Nepal's landscape consists of mainly three zones plain or terai, which occupy a quarter area of the country’s land this is almost surrounded by hills, which is around 40 per cent of the total area of the country. These hills are crowned by the majestic Himalayas including the world's highest peak Mount Sagarmatha (Mt.Everest )and other eight globally recognized mountains over 8000 meters. This unique backdrop of the country landscape gives enough trilling to motorsports events, including motorcycle, four-wheeler sports, and karting. The beautiful landscape of the country, where hill terrain is immediately accessible from the 5-10 km plain terai zone, (Plain Zone) along with beautiful scenes of mountains, lakes, rivers, and greenery, provides an ideal setting. The amazing fact is that when the riders reach the peak of the hills, not only the scenery will attract them but when they feel that the sky and stars are near to them and seem that they can be touched by their naked hand gives both pleasure, enjoyment and race emotion. We can assume Nepal as one of the best locations for the motorsports activities like touring. Additionally, the living cost is low, it is affordable for foreigners, and visitors, safety may be the other wonderful reason thus we can argue that Nepal is the best destination for motorsports tourism, presenting one of the main opportunities for the industry. To capitalize on the above potential, professionalism in event management is essential. Sometimes the traditional definitions of sports management may not work and redefining sports management may require however, traditional concerns of planning, budgeting, organizing, directing and ensuring profitability may need to be done for successful event execution in a country like Nepal. These are the functional areas that Sports managers perform. This article is the pathway to determine the challenges and opportunities in motorsports in Nepal. The findings are assumed to guide the Enthusiasts' club owners/managers and other concerned associates, they are engaged here in this article for their valuable inputs involving them in primary data collection. The Primary data are collected from clubs/ Motorsports Professionals national and international motorsports professionals to determine their major challenges. The importance of a disciplinary attitude among players is also highlighted. Primary data was collected through a questionnaire approach, and focus groups involving stakeholders such as clubs, federations, and provincial associations. The survey aimed to analyze the challenges and opportunities in motorsports management in Nepal. It has been observed that the Nepal Automobile Association (NASA-NEPAL) is the one and only Motorsports Federation, which is working in the development of motorsports in Nepal since its inception in 2008-09. It is affiliated with national and governmental regulating bodies like the Nepal Sports Council and international bodies like FIA, FIM, and CIK. Around 10 national clubs are associated with NASA Nepal and seven Provincial level associations are actively collaborating with the National Federation where approximately 200 players 100 marshals and 100 sports volunteers are primarily engaged in Nepal. During Primary data collection and the focus group discussion, it is also observed that this organized structure provides governance, safeguarding players, providing officiating training, and managing volunteers. In the primary stage of the Nepal motorsports fraternity, Nepalese youth or we can say players are drawn towards motorsports through their enthusiasm and they can be symbolized as self-taught players. Now the scenario has changed second stage Players are now playing the game. Apart from these systematic governing bodies, some of the motorsports clubs are now working in professional and business modules; secondly, Government investments in infrastructure, like racetracks, further enhance opportunities in the motorsports sector in Nepal. However, multiple challenges remain, and we have tried to identify the maximum by the research. Some of the heart-touching and crucial challenges may be financial security for players to compete nationally and internationally, along with the limited involvement of national automobile businesses in event sponsorship. The absence of automobile manufacturers poses challenges in fundraising, but collaborations with numerous other sponsors remain viable in the nation. In conclusion, Nepal's motorsports scene holds immense promise, contingent upon addressing financial challenges and securing support from stakeholders. This article offers insights into the challenges and opportunities in motorsports management in Nepal, contributing to its potential on the global stage.

From love to betrayal? When your team’s sponsor decides to also sponsor your rival

PurposeThe aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival.Design/methodology/approachA long-term sponsorship deal between a retsina wine company and a popular football club and a newly established deal between the company and the main rival club were selected as the research setting. Data were collected from a total sample of 302 participants, fans of the two teams, using an online survey and PLS-SEM was employed to test the relationships of the proposed structural model.FindingsThe results provided evidence for the importance of the inclusion of perceptions of fit for both teams to the model as it impacted the responses in the joint sponsorship. Team identification emerged significant for improving fans perceptions of fit between the sponsor and their favorite club but also led fans of the long-term sponsored club to feel betrayed from the sponsor. The sense of betrayal impacted the level of fit, the rejection of sponsorship but did not emerge significant for driving negative responses toward the sponsor’s brand. The same held for the rejection of the joint sponsorship.Originality/valueThis is the very first study that incorporated the effects of the perceptions of fit of two rival clubs to test the effect of sponsorship for a sponsor brand of a deal that includes a longtime sponsored football club and its rival as a newly sponsored one. It is also one of the first attempts that explores relationships between perceptions of fit, sense of betrayal and rejection of a joint sport sponsorship in a rivalry context, highlighting the importance of preventing fans' betrayal.

MAPPING OF E-SPORTS SPONSORSHIPS ON PURCHASING DECISION

The communication between companies and their target customer groups holds a significant position within modern marketing approaches. These companies employ various channels such as advertisements, mobile applications, websites, and sponsorship activities to reach their intended customer groups. This, in turn, helps in establishing and reinforcing the brand's position in the minds of the group. Thus, the purpose of this study is to analyze the impact of sponsorship activities carried out by e-sports companies on consumers' purchasing tendencies. To model consumer perceptions, the study considers variables such as purchase intention and word of mouth and employs two decision trees to map the effects of e-sports sponsorships on consumer decisions and behaviors. The results indicate a negative relationship between consumers' purchase intention and a negative sponsor image. Furthermore, the decision tree model developed for word-of-mouth communication reveals that an increase in consumers' perception of the sponsor company's sincerity positively influences their inclination to recommend the brand to others. By utilizing the decision tree algorithm, this analysis of consumer behavior in the context of sponsorship activities fills a significant gap in the literature and provides valuable insights for future endeavors.