Sponsorship Activities Research Articles

Komercijalni aspekti personalnog brendiranja sportista na društvenim mrežama

The subject of this paper is the influence of social networks on the personal branding of athletes. The goal is to point out the importance of social networks in the process of personal branding of athletes. A responsible personality marketing management enables athletes to continue their successful careers even after the end of their engagement in sport. Social networks have an increasingly important role in this because they are also a measure of the influence of athletes, which can be quantified by the number of followers on social networks such as Facebook, Twitter, Instagram, etc. Some athletes earn more from their sponsorship agreements and activities on social network sin which they promote a certain brand than from professional contracts and salaries in their clubs. In the context of the topic of this paper, social networks can be viewed in two ways, as a means of improving the image of athletes, and as a tool that athletes use to promote brands. In the first case, the basic outcome is their higher commercial value, while in the second, the commercial effects are reflected in the earnings from brand promotion. This paper shows the connection between social networks, famous athletes, marketing tools applied in personal branding and commercial effects on that basis. The basic assumption that the commercial effects of personal branding of athletes can be successfully realized in the environment of social networks is confirmed.

KLPGA대회 타이틀스폰서십 활동이 기업이미지와 브랜드태도 및 브랜드충성도에 미치는 영향

KLPGA대회 타이틀스폰서십 활동이 기업이미지와 브랜드태도 및 브랜드충성도에 미치는 영향

프로야구 스폰서십활동이 브랜드이미지와 브랜드태도에 미치는 영향

본 연구는 스포츠스폰서십 활동이 브랜드이미지와 브랜드태도에 어떠한 영향을 미치는지 규명하고자 하는데 연구 의 목적이 있다. 이를 위해 프로야구를 TV로 관전하고 있다고 밝힌 시청자 350명을 비확률표본추출법 중 눈덩이표집법으 로 선정하여 온라인설문을 실시하여 318부를 최종 유효표본으로 선정하였다. 통계처리는 SPSS 24.0과 AMOS 18.0을 활용하였으며 그 결과는 다음과 같이 나타났다. 첫째, 프로야구 스폰서십활동 중 커뮤니케이션활동, 이벤트기여활동이 브랜드이미지에 영향을 미치는 것으로 나타났다. 둘째, 프로야구 스폰서십활동 중 커뮤니케이션활동, 이벤트기여활동이 브랜드태도에 영향을 미치는 것으로 나타났다. 셋째, 브랜드이미지는 브랜드태도에 영향을 미치는 것으로 나타났다.

A new frontier: alcohol sponsorship activation through esports

PurposeThe purpose of this paper is to examine the impact of alcohol sponsorship-linked advertising through esports upon young gaming audiences and how gaming behaviours affect advertising response.Design/methodology/approachA cross-sectional survey study was employed to examine the prevalence and nature of alcohol advertising in esports, and the impact of esports participation upon young audiences' consumption and preferences concerning alcohol. Survey data were collected from 976 young Australian gamers aged between 16 and 34 years (58.9% male) using online questionnaires.FindingsResults revealed a vulnerability to alcohol sponsorship and advertising among 25 to 34-year-old and heavy gamer cohorts. As predicted, heavy gamers were more receptive to alcohol advertising in terms of awareness, preference and consumption while gaming than casual gamers.Practical implicationsThis research advances theories of consumer behaviour and advertising exposure situated in a new landscape of converging virtual and real experiential marketing. It also provides much-needed evidence to guide marketing strategy to the next-generation audiences and regulation of new and burgeoning digital platforms. Our research also highlights a need for policy to address the burgeoning, largely unregulated nature of online gaming.Originality/valueThis research provides the first empirical evidence of the impacts of alcohol-linked sponsorship in esports upon young playing and streaming audiences. It informs marketing strategy and policy in relation to the rapidly growing, potentially vulnerable online competitive gaming audience.

An Inquiry into the Effectiveness of an In-Game Sponsorship Activation Experience on Sponsorship Awareness and Share of Wallet

Abstract: This article explores the impact of an In-Game Sponsorship Activation Experience (SAE) on its ability to promote sponsorship awareness and share of wallet gains for the sponsoring brand of a college basketball team. The term In-Game SAE is introduced to the literature and is defined as entertainment featuring the sponsoring brand that occurs during a game, which allows for voluntary fan participation. In addition, three other sponsors of the same team are studied that did not utilize an In-Game SAE. Results indicate that an In-Game SAE elevates awareness and share of wallet among attendees as compared to the television audience. These differences were not found for sponsors that lacked an In-Game SAE. These results suggest an In-Game SAE creates memorability with attendees that translates into marketplace support. Additionally, the study finds that general purchase intentions and team identification are unreliable predictors of sponsorship awareness.

Advertising and sponsorship activities in the field of physical education, sports and the Olympic movement

The level of development of advertising and sponsorship activities in Russia is still significantly inferior to Western countries, but every year we see tremendous development in this area. Sponsorship is not mostly considered as an investment and marketing communication yet, but rather as a charity. This approach, according to the authors, is more consistent with philanthropy. In this regard, the article defines the concepts of "sponsorship" and "philanthropy", shows the difference between them. Examples of interaction between sports organizations and sponsors are considered. The role of advertising in this interaction is analyzed. According to the authors, Russia has a good legal framework for regulating the relations of sponsors, patrons, athletes and fans, but the system of ethical control of such relations is poorly developed.

The effect of sponsorship portfolio size on brand choice: an experimental approach

ABSTRACT Profound knowledge of the behavioural response to sponsorship messages is sparse. In an effort to provide a better understanding of the relationship between sponsorship investments and the consumer’s brand choice, an online experiment was conducted focusing on the role of the sponsorship portfolio size. In the context of sponsorship activities in the English Premier League, the study investigates how brand decision making can be influenced by the number of sponsored players wearing a particular footwear brand. Based on a microeconomic perspective, additional factors influencing the brand decision-making process, such as the overall brand status and prior brand experience, are considered. Logit regression models reveal that brand-choice behaviour is sensitive to the extent of sponsorship portfolio size, however, in a non-linear way. The results can be regarded as a next step in predicting the behavioural outcomes from sponsorship activities as the basis to estimate the economic efficiency of sponsorship investment.

Film Yapımında Ekonomik Bir Destek Olarak Film Sponsorluğu

Although studies on sponsorship are common in the literature, there is little to no doubt about the sponsorship of film sponsorship under the arts and culture sponsorship. Most of the research on sponsorship covers the end of sponsorship activities and examines the contributions of sponsorship to the company. It is seen that the sponsorship activities are important in economic support, sponsorship processes and agreements are not taken into consideration during the works carried out in the field of film sponsorship. Film sponsorship is important not only because it contributes to the promotion activities of the firm, but also because it provides economic support to the film it sponsors. Since film production is the period in which filmmakers need the most economic support, sponsorship agreements are important in providing financial support. In order to cover the cost of filmmaking, construction companies need economic support. At this point, although it is one of the most preferred methods to find sponsors in the film, there is not much work on this subject. In this study, it will be discussed how sponsorship contributes to both film and companies during film production, how sponsors can be sponsored for economic support before the film is made and agreements with sponsors.

Mediating the sport consumer behaviour model: Analysis in non-sporting brand

In the Philippines, sports sponsorship has already found its way, as companies invest in sponsoring a team or creating their brand of league. In volleyball, a pizza chain created an entire volleyball league, even though its products are not connected with sports nor even a healthy option food. This study was conducted in a Philippines private university whose total population was 2,200 during the time of the study. Slovin’s Formula was used to select 338 respondents. Mediation analysis was done to explore the direct and indirect effects between the independent and dependent variables. Regression analysis was also conducted to test the prediction of the latent variables. Based on the result, constructs of sports consumer behaviour (Involvement, Sport Attachment, Brand Image, Word of Mouth, and Purchase Intentions) in sports sponsorship activity could be effective in the Philippine setting. It can be lauded that, sports attachment, brand image, income and educational attainment could profoundly influence word of mouth and purchase intention separately. This means that respondents who have sports attachments, perspectives on brand image, certain educational attainment levels, and middle and upper disposable income can be useful whether they are exposed to the brand as long as the sports sponsor can turn into a brand ambassador who can provide testimonials to the brand or people who can contribute to brand sales.

The significance of a sponsored event on lesser-known brands in a competitive environment

PurposeExisting research neglected examining the environmental effect of an event on the effectiveness of sponsorship activation in a competitive setting. The purpose of this study is to explore how the event environment impacts consumers’ attitudinal and behavioral responses to competitive brands that co-present at an event.Design/methodology/approachThe research comprised an exploratory pre-test and two studies at a sport event with a retailing environment. The exploratory pre-test was used to examine the competitive relationship in the local market between the market leader and the lesser-known sponsoring brand. Study 1 used structural equation modelling to test how the event environment impacts consumers’ attitudes toward both brands at the post-consumption stage. Study 2 compared actual sales data of the two competing brands to examine the immediate effect of the sponsorship space on consumption.FindingsThe results revealed the event environment had an impact on consumers’ brand attitude toward both the lesser known sponsoring brand and the non-sponsoring market leader. However, the effect on the sponsoring brand that activated its sponsorship was influenced by consumer involvement with the event and was more salient. Furthermore, the product sales of the less-known sponsoring brand outperformed that of the market leader that co-presented at the event.Originality/valueThis study addresses a call to go beyond exploring the brand image of the sponsoring brands in isolation and holistically examine sponsorship effectiveness. The study contributes to knowledge on both attitudinal and actual behavioural outcomes of sponsorship activation in a competitive environment.

비인기 종목의 스폰서십 활동이 기업이미지와 구매의도에 미치는 영향 : 동계스포츠 종목을 중심으로

비인기 종목의 스폰서십 활동이 기업이미지와 구매의도에 미치는 영향 : 동계스포츠 종목을 중심으로

THE BUYING RESPONSE MODEL “ATR” FOR SPORTS SPONSORSHIP ACTIVITIES -EVIDENCE FROM SPORTS SPONSORSHIP MARKET IN JORDAN

This study aims to investigate the effect of sports sponsorship activities on the buying behavior of sports audience, in addition to determine the statistical differences in the level of sports sponsorship activities as well as the buying response according to some organizational and demographics. The research population consists of Jordanian sports audience who living in Amman city. The purposive sampling technique is used. The researcher selects the respondents from the coffee shops, cafe, the famous malls in Amman, and the social media users. The required sample size is 385. The unit of analysis is the Jordanian who has an interest in attending and watching the sports activities and over 19 years old living in Amman. The study concludes that the sport sponsorship activities have a strong positive statistical effect on the buying response ATR of the Jordanian sports audience. It is found that there are statistically significant differences in the awareness, so the males are more aware than females and the university degree holders are more aware than others. It is also found that the age group between 42 - 46 years of the Jordanian audience is the most experienced people, but it is found that there are no differences between the sports audience segments in the repeated purchase stage. Finally, it is found that there are statistically significant differences in the sponsorship activities tend to the telecom companies in Jordan. The study presents a set of recommendations that enhance using the sponsorship in the local sports market. KEY WORDS: Sports Sponsorship , Buying Response , ATR Model , Jordan.

The severity of a sports-related accident and sponsorship effects: focusing on the fear appeal theory

PurposeThis study aims to examine the influence of a sports-related accident and its severity on sponsorship effects, including brand recognition, attitude toward the sponsoring brand and purchase intention.Design/methodology/approachThe fear appeal theory and sensation-seeking are applied as a theoretical framework. The research is carried out via an experiment using auto racing video footage and print material that manipulates the severity of accidents at three levels – no accident, an accident with a minor injury and an accident resulting in a fatality.FindingsThe analyses demonstrate that the severity of the accident elicits varying sponsorship effects. Sponsorship effects are maximized in a minor injury condition, while smaller sponsorship effects are garnered in the absence of an accident or during fatal injury conditions, as expected via the fear appeal theory. These results suggest that sports fans are excited by auto racing crashes, but are averse to witnessing a fatal accident.Research limitations/implicationsThe participants of the experiment were all students. Consequently, the participants did not represent all sports fans. Only auto racing was examined as experiment stimuli. Different demographic characteristics (e.g. age, race, nationality) and sports could differently influence the relationships among the research variables.Practical implicationsPotential sponsors do not need to take a negative view of the dangers of sports accidents. Rather, it is recommended that such companies actively plan their sponsorship activities with the appropriate strategy.Originality/valueThe relationship between the severity of a sports-related accident and sponsorship effects has received little attention regarding its potential impact on brand recognition, attitude toward the sponsoring brand and purchase intention. The current study is the first known empirical research using the fear appeal theory in sports sponsorship. It investigates the severity of a sports-related accident and determines how that severity influences sponsorship effects in auto racing. This study provides a better understanding of the effects of an accident and its severity on sponsorship effects.

타이틀스폰서 활동이 브랜드 인지도와 이미지 및 충성도에 미치는 영향 : 2018 프로야구리그 중심으로

타이틀스폰서 활동이 브랜드 인지도와 이미지 및 충성도에 미치는 영향 : 2018 프로야구리그 중심으로

Corporate greenfluencing: a case study of sponsorship activation in Formula E motorsports

PurposeThe purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as sustainable businesses.Design/methodology/approachDrawing on an original combination of promotional outputs (YouTube spots, social media releases and sustainability reports) from Formula E race title sponsors in the 2017–2019 seasons, the paper is a qualitative analysis of how these sponsors solve the value clash between traditional motorsport imagery and environmentalism to achieve “narrative authenticity”.FindingsFindings show that sponsors do not address this clash directly. Instead, the conflict itself is reframed as a question of what sponsors do to improve the environment, not what they ndo not do. Second, the timeframe for action is redefined, which means that the future is what counts, not the situation today or given aims like the UN 2030 Sustainable Development Goals.Originality/valueSponsorship activation through Formula E as way of generating green brand equity would come across as more credible if companies improved the use of cross-platform synergies to convey narrative authenticity. To qualitative researchers on sport sponsorship, the findings strengthen the understanding of brands as “cultural narrators”.

The Persuasion Process of Sponsorship and Nonsponsorship Activation and the Dual Mediation Model

The current study introduces the Dual Mediation Model (DMM) as a user perspective framework to explore the persuasive process of sponsorship and nonsponsorship activation across countries and brands. Data were collected from 1,850 respondents in Australia, the US, Malaysia, and China to examine consumer decision making for Adidas (i. e., sponsor) and Nike (i. e., nonsponsor) in the associations both brands have activated with the 2002–2014 FIFA World Cup (FWC). The majority of the hypotheses were supported, suggesting the DMM's ability to explain the impacts of sponsorship and nonsponsorship activation on cognitive, affective, and conative behavior across countries. Significant differences were also perceived in the attitude–purchase intention relationship between Australia and the other countries for Adidas, and between the US and the other three countries for Nike. Theoretically, the DMM presents researchers with a user perspective framework for the persuasion process in consumer decision making, which has been empirically tested and validated across four countries and two global brands. Managerially, findings reiterate to event organizers and brand managers that sponsorship activation requires activational communication, which should culminate in unique positioning and differentiation for sponsor brands.

Examining the frequency and nature of gambling marketing in televised broadcasts of professional sporting events in the United Kingdom

ObjectiveGambling operators in the United Kingdom have introduced a voluntary ban on adverts broadcast during televised sport before 21:00 (the ‘whistle-to-whistle’ ban). To inform debates around the potential effectiveness of this ban, we examine the frequency and nature of gambling marketing in televised broadcasts across professional sporting events. Study designFrequency analysis of verbal and visual gambling marketing references during television broadcasts of football (n = 5), tennis, Formula 1, boxing and rugby union (each n = 1) from 2018. MethodsFor each gambling reference, we coded: whether it appeared in-play or out-of-play; location (e.g. pitch-side advertising); format (e.g. branded merchandise); duration (s); number of identical references visible simultaneously; brand; and presence of age restriction or harm-reduction messages. ResultsBoxing contained the most gambling references, on average, per broadcast minute (4.70 references), followed by football (2.75), rugby union (0.55) and tennis (0.11). Formula 1 contained no gambling references. In boxing, references most frequently appeared within the area-of-play. For football and rugby union, references most frequently appeared around the pitch border or within the area-of-play (e.g. branded shirts). Only a small minority of references were for adverts during commercial breaks that would be subject to the whistle-to-whistle ban (e.g. 2% of references in football). Less than 1% of references in boxing and only 3% of references in football contained age restriction or harm-reduction messages. ConclusionsAs gambling sponsorship extends much beyond adverts in commercial breaks, the ‘whistle-to-whistle’ ban will have limited effect on gambling exposure. Gambling sponsorship activities rarely contain harm-reduction messages.

Sponsorship-based health care programs and their impact on employees’ motivation for physical activity

ABSTRACT Research question: This study investigates the impact of a healthcare portal and employee attitude toward a healthcare program on sponsorship-based employee motivation to do physical exercises. Research methods: Applying a case methodology, the sponsorship object was the Norwegian National Cross-Country Skiing Team, and the sponsor was Aker, a major international corporation involved in fishing, offshore construction and engineering. By means of mixed methods, qualitative data were collected from 10 employees and then, quantitative data from 544 employees were used to test the hypotheses. Results and Findings: The findings show that the user-friendliness of the healthcare portal, and the attitude towards the health care program are significant predictors of employees’ sponsorship-based motivation to do physical exercises. These findings held when controlling for sex, education, income, portal usage, and physical activity level. Implications: These findings have practical implications for sponsors and the use of sponsorships as a strategic tool to improve employee matters. ‘The Internal CSR and Sponsorship-linked Health Care Strategy Model’ is presented. This paper establishes connections between internal sponsorship activation, employee health care program, and their motivation to do physical exercise.

How Should Sponsorship Activation Work? A Sports Event and Athlete-Based Brand Building Framework (SEA-BB) Capturing an Internal and External Route

This article proposes a sponsorship activation framework that shows the way sponsors realize internal and external brand building objectives and how important sponsorship characteristics and capabilities can be used as tools in sponsors' brand building. The framework is a result of a conceptual and exploratory approach, a merger of theories from marketing and organization, and findings based on qualitative data. As well as reviewing relevant literature, we interviewed two marketing managers from institutions representing sports sponsorship objects and eight marketing managers with sponsorship responsibility working for eight different sponsors. Additionally, applying a case study methodology, we analyzed documents describing sponsorship strategies of three sports sponsors and interviewed their marketing managers. In the article we present a sponsorship activation framework (Sports Event and Athlete-Based Brand Building) (SEA-BB) and the Sports Event and Athlete Sponsorship Object Star (SEA-SOS) model. The framework serves as a specific guideline for sponsorship objects, such as sports events and sports athletes and suggests the important characteristics and capabilities they should develop to attract sponsors. For sponsors, the Sponsorship Object Star recommends what object characteristics and capabilities are important to facilitate sponsors' internal and external brand building. The proposed frameworks serve as effective guidelines for both sports sponsors and sports sponsorship objects like events, sports organizations, teams, and athletes.

Sports sponsorship and the risks of ambush marketing: the moderating role of corporate reputation in the effects of disclosure of ambush marketers on attitudes and beliefs towards corporations

This study examines the possibility that ambush marketers may run the risk of image corruption if consumers correctly discern the true sponsors from the ambush marketers. Further investigated in this study is whether the risks associated with ambush marketing vary by consumer perceptions of corporate reputation. Two experiments, a 2-by-2 and a 2-by-2-by-2 mixed factorial experiments, were conducted to test two sets of hypotheses. A total of 78 and 120 college students were randomly assigned to one of the manipulation conditions in a respective experiment. Dependent variables were attitudes toward the company and the corporate beliefs. Findings indicate that exposure to information on a company’s pseudo sponsorship (i.e., ambush marketing) activities led to more favorable perceptions of the company when a disclosure revealing the true status of the company as an ambush marketer was not available, but the same pseudo sponsorship information led to negative perceptions of the company when such disclosure was available. Furthermore, a highly reputable company, as compared to a less reputable company, was found to encounter greater risks of the corporate perceptions worsening by the company being correctly recognized as an ambush marketer. Overall, the findings suggest that ambush marketers can incur serious damage to the consumer perceptions of the company when consumers correctly recognize the ambush marketer status, and that the magnitude of the damage tends to be greater for companies with high reputations than low reputations. This study contributes to the sponsorship literature by establishing conditions under which ambush marketing is detrimental for a company, and how corporate reputation plays a moderating role. Limitations and future research directions are discussed.