Sponsorship Activities Research Articles

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.

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.

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

Мanaging Organization Image Using Sponsorship and Charity Tools

In the article, the author substantiates the relevance of managing the image of an organization by such marketing communication tools as sponsorship and charity. The works of Russian scientists who form the theoretical basis for the study of the features of sponsorship and charitable activities in image management are noted. The author uses such methods as systematization, synthesis, analysis, generalization. Innovative types of sponsorship and charity are considered, as well as the main areas and directions of sponsorship and charitable assistance. The practice of using this type of activity in organizations to manage their image is analyzed. In the course of the study, an analysis of the communication activities of PJSC Sberbank of Russia, in particular such areas as sponsorship and charity, has been carried out. The main areas where this organization mainly directs its efforts in this regard have been identified. The analysis of sponsorship and charitable activities in the organization in the context of its image management is carried out. The charitable and sponsorship activities of PJSC Sberbank of Russia are considered as a tool for creating a favorable image of the organization in the eyes of the target audiences and the general public. Based on the analysis, recommendations are proposed to improve the sponsorship and charitable activities of PJSC Sberbank of Russia in order to manage the image of the organization. It is especially noted that PJSC Sberbank of Russia needs to pay attention to events for families in order to increase confidence in the organization, as well as projects in the field of youth policy to create a new target audience of young people. The recommendations are aimed at creating a real image of PJSC Sberbank of Russia as the closest to what is desired and favorably perceived in the eyes of society. The proposed events will help create a positive image not only in the eyes of the public, but also of the state as a whole, as there is support for federal and regional sponsorship and charity policies.

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.

Inclusive sponsorship activation and gender equity in sports: the case of orange company

PurposeThis study aims to identify the determining factors of perceived altruism and attitude toward an inclusive sponsorship activation, as well as the impact of these variables on the attitude toward the sponsor.Design/methodology/approachOnline survey data were obtained from 1,228 respondents from France, the UK and South Africa. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe results show that the cause-brand fit has a strong positive impact on the perceived altruism toward the motivations underlying inclusive activation, while skepticism toward advertising has a very weak negative impact. In return, perceived altruism positively influences the attitude toward inclusive activation and sponsor attitude. Furthermore, this attitude toward inclusive activation is positively influenced by involvement in women’s soccer and France men’s national football team identification. The attitude toward inclusive activation also positively influences the attitude toward sponsor attitude. However, contrary to what had been advanced, identification with the France women’s national football team and the nationality of the respondents (French, British or South African) had no impact on the attitude toward inclusive activation, while the perceived importance of the cause had very weak impact on attitudes toward inclusive activation.Originality/valueThis study highlights the potential benefits of investing in inclusive sponsorship activations, particularly with respect to their positive impact on consumer attitude toward sponsor attitude. It also highlights the importance of establishing, in advance, a strong association between the brand image and the cause supported, so that the motivations underlying the inclusive activations are perceived as more altruistic.

Virtual vs. human influencer: Effects on users’ perceptions and brand outcomes

In the recent wave of artificial intelligence-based innovations, Virtual influencers (VIs) are one of the newest and most promising innovations. Despite their indisputable potential, still little is known about users' reactions to non-human endorsers. Our experimental study investigates users' perceptions of VIs engaged in sponsorship activities on Instagram, examining the impact of the influencer's nature (human vs. virtual) and possible interaction effects of the type of message conveyed (hedonic vs. utilitarian) on the influencer and brand-related variables. In line with the idea that individuals apply human social rules when interacting with computers, as established in the CASA paradigm, our results from an online sample (N = 238) show that disclosing the synthetic nature of a fully anthropomorphized virtual persona does not affect influencer and brand perceptions. Despite virtual influencers' objective lack of capacity to perceive and feel affective and sensorial information, their acceptance by the users is not hindered by an emotion-based communicative style. The research provides social and business implications for companies aiming to implement virtual influencers successfully.

Sponsored Product-Based Competition and Customer Engagement: A Study of an Esports Competition in the Video Game Industry

The sponsorship of sports or entertainment events is a long-established marketing promotion technique. The goals of sponsoring these events are to generate exposure and to transfer brand equity. A more assertive type of sponsored competition is when the competition is built around the products and brands of the sponsoring firm. The number of firms using sponsored product-based competitions (SPCs) is rising. Firms invest in these competitions to create content that highlights the capabilities of their products and build committed fan bases. However, evaluating the economic value of this type of sponsorship activity is challenging due to the absence of a direct link between event viewing and subsequent product consumption. We present an empirical approach to investigate the impacts of SPC on customer engagement using esports viewing and video game consumption data. We find that sponsored competitions provide firms with substantial benefits. Specifically, the results suggest that viewing an SPC event (i.e., esports competition) reduces consumers’ time between game plays by 3.2% (i.e., increased visit frequency), increases per-visit duration by 3.5%, and boosts the paid content purchase rate by 26%. These findings are corroborated using an alternate dataset from a second esports event from the game publisher. We find that the effect of an SPC event viewing is a nonlinear function of consumer expertise and is more pronounced among customers less familiar with the video game product category. In a supplementary analysis, we also identify an educational role of SPC that may explain the observed incremental consumption. The analyses reveal that esports audiences tend to choose frequently featured game characters with superior performance during the event. In addition, we find that when event viewers play the game with these characters, their performance improves. The results have substantial implications for event sponsorship management and follow-up product promotions.

Bridging the gap: Connecting sport marketing theory and practice via an experiential sponsorship activation learning assignment

The integration of experiential learning in sport management classrooms has seen increased attention due to the need for practical experience in the sport industry (Barnes, 2014; DeLuca & Fornatora, 2020). Experiential learning in collegiate classrooms provides students with the opportunity to bridge the gap between theory-based knowledge and real-life experiences (DeLuca & Fornatora, 2020). Furthermore, this pedagogy has the potential to enhance students' resumes and boost job satisfaction in sport industry positions (Brown et al., 2018; Foster & Pierce, 2021; Wanless et al., 2016). Sponsorship activation has become a legitimate element of the marketing mix and encompasses a large portion of marketing budgets for companies (O'reilly & horning, 2013). With that being said, sport marketing graduate students at a Southwestern University engaged in a sponsorship activation project for one of the school's major athletic sponsors as part of their sport marketing class. The experiential learning opportunity provided students with real-world examples of sport marketing while providing them with a sponsorship activation experience. The project received positive feedback from students including their appreciation for the practical experience.

An Interactive Allyship and Privilege Workshop for Trainees in Medicine.

Despite growing efforts to increase diversity in recruitment and to teach principles of diversity, equity, and inclusion (DEI), representation of individuals underrepresented in medicine continues to fall short. This demonstrates a need for efforts that target the work environment and culture to increase retention alongside existing recruitment initiatives. We designed this interactive allyship workshop with a focus on building skills necessary for being an ally that has been missing in existing allyship curricula. This workshop was led by multidepartmental faculty with experience in DEI training. Participants engaged in a number of interactive activities to reflect on their own identities and privilege and practiced ways to engage in difficult conversations. Prior to the workshop, participants completed a survey that was repeated at the workshop's completion to evaluate their perspective change and understanding of allyship. We also collected responses to a self-reflective exercise during the workshop. Participants included 68 anesthesia and surgery attendees, 53 of whom (78%) completed the postsurvey. Participants strongly agreed that this workshop was important to the workplace and medical training. Themes from the self-reflective exercises included endorsement of sponsorship and mentorship activities, community support, and advocacy. Interactive skill-building activities are important and effective at helping trainees develop as allies. Long-term follow-up is needed to assess longitudinal knowledge retention and translation into behavioral change to create a more inclusive and supportive work environment.

The Impact of Sports Sponsorship on Brand Value in Major Sports Events -- The Case of Qatar World Cup

Sports sponsorship has steadily risen to the top of the list of marketing strategies used by companies, particularly sports and fashion brands. The most recent significant sporting event to draw a record-breaking number of spectators and attention is the 2022 World Cup in Qatar. The main sponsors of the event have also attracted public attention. A study on the sports sponsorship of the Qatar World Cup can, on the one hand, examine more important factors, evaluate its marketing effectiveness, and offer examples for sponsor brands. On the other hand, it can also offer rationalization suggestions for the event organizers and sponsors to improve their sponsorship effectiveness and brand value, further promoting the joint development of both parties as well as the development of the sports industry and sponsor brands. The research perspective and theories around sponsorship marketing are further enhanced by this study. This study has sequentially suggested three elements in sponsorship activities that may affect the value of sponsoring brands, including audience involvement, media publicity, and co-sponsorship, using primarily quantitative analysis. Consumer audience participation, the success of media publicity, and the perception of co-sponsorship are all significant elements that have an impact on the brand value of sponsors in the modern sports sponsorship environment. This paper takes sports event consumers as the investigation target, builds a research model based on theoretical research and literature studies, and proposes research hypotheses in order to clarify the mechanism of audience involvement, media publicity, and co-sponsorship on the brand value of sponsors. In order to carefully study and develop conclusions on the effects of sponsoring significant athletic events on sponsor brand value in several dimensions, data were collected widely through surveys and analyzed using SPSS. Media publicity had a significant positive impact on brand value, and co-sponsorship and audience involvement had an indirect impact on brand value. It was discovered that the better the sponsorship image, the greater the impact on audience involvement and co-sponsorship, and the greater the impact on brand value. Finally, the paper offers pertinent countermeasures for brands to perform sponsorship activities and create brand value, in order to encourage the development of sports event sponsorship, based on the research findings and the present state of sports sponsorship.

The Effect of Domestic Companies' Qatar World Cup Sponsorship Activities on Corporate Image and Advertising Effect

The Effect of Domestic Companies' Qatar World Cup Sponsorship Activities on Corporate Image and Advertising Effect

BRAND ACTIVATION SEBAGAI BENTUK STRATEGI KOMUNIKASI PEMASARAN TERPADU (STUDI KASUS: HEADSTOCK COFFEE DI BALIKPAPAN)

In the era of the development of information and communication technology, it is very influential in many business fields, one of which is the coffee shop business or often called a coffee shop. The purpose of this research is to find out brand activation as a form of integrated marketing communication strategy (Case study: Headstock Coffee in Balikpapan City). This research method is qualitative with a qualitative descriptive research type. The type of data used in this research is primary data including key informants and informants, as well as secondary data in the form of some literature such as books, journals, and several documents on the internet. Data analysis uses the concept of Miles and Huberman. The results of the research on presenting data on the application of Brand activation as a form of integrated marketing communication strategy at Headstock Coffee in Balikpapan are in the types of Brand activation namely, Direct marketing activation, Social media activation, Promotion activation, Marketing event activation, and Sponsorship activation supported by Integrated theory Marketing Communications (IMC) through several elements of marketing communications. In implementing Brand activation as an integrated marketing communication strategy, product marketing also needs to be strengthened so that Headstock Coffee's coffee shop business looks equal and even stands out from its marketing tool, namely Soundsreal space.

The Effects of Sports Sponsorship on Buying Response for Jordanian Fans

This study aims to investigate the effect of sports sponsorship activities on the buying behavior of sports audiences, in addition to determining the statistical differences in the level of sports sponsorship activities and the buying response according to some organizational and demographics. The research population consists of Jordanian sports audiences who live in Amman city. The Convenience sampling technique is used. The researcher selects the respondents from coffee shops, cafes, famous malls in Amman, and social media users. The recommended sample size is 385. The unit of analysis is the Jordanian who attended and watched the sports activities for up to 19 years living in Amman. The study concludes that sports sponsorship activities strongly positively affected the buying response “ATR” of the sports audience. It is found statistically significant differences in the awareness tend to males and B. A degree holder. It is also found that the age between 42 - 46 is the most experienced, but it is found that there are no differences between the sports audience segments in the repeated purchase stage. Finally, it is a statistically significant difference in sponsorship activities and tends to the telecom companies in Jordan. The study presents a set of recommendations that enhance using the sponsorship in the local sports market.

기업의 위기 상황에서 스포츠 스폰서십의 완충효과에 관한 연구

This study was conducted to examine buffering effects of corporate sport sponsorship during a corporate crisis on public’s crisis perception, attitude towards corporation after the crisis, and product purchase intention. This study surveyed 150 college students. The collected data was run through SPSS(ver. 12.0) programs and then analyzed. The results are listed as follows. As a result, it was found that corporate sports sponsorship activities in a corporate crisis have a buffering effect, such as strengthening consumers' awareness of overcoming corporate crisis and positively affecting brand attitudes and purchase intentions. However, there was no difference according to image suitability between the sponsor company and the sports event.

Effect Of Sponsorship Suitability On Music Festival Events

Sponsorship is the most important element in marketing communications for every type of company and organization among other types of marketing communications. Currently Sponsorship is believed to be one of the most powerful media used to link stakeholder relations communications to the target market. Sponsorship in the arts, especially music festivals, is one of the sponsorships that is more considered and can be used as a media promotion by many product brands because music is an industry that is highly developed and in great demand by the people of Indonesia. Therefore, this research is focused on contributing to the world of research, especially in the category of sponsorship activities in a music festival, by analyzing the influence of the EventSponsor suitability variable on Brand Image, Attitudes towards Sponsors, Attitudes towards Brands, and Purchase Intentions at Jazz music events Traffic Surabaya. This research is a quantitative study using a questionnaire distributed to 250 respondents. The results of the study explain that Event-Sponsor suitability has a positive effect on Brand Image, Attitudes have a positive effect on Sponsors, Attitudes towards Brands, and Purchase Intentions

Electricity in Romania: Production, Imports and Sponsorship – a CSR Perspective

Abstract The current concern for power is justifiable in light of both the ongoing conflict between Russia and Ukraine, and the world’s concern over climate change and environmental conservation. The objective of this paper is to quantify changes in Romania’s electricity productions and imports, moreover, to identify and classify the types of sponsorship activities of Romanian electricity companies. In this paper, based on data from Eurostat and BP we analyze the import of electricity in Romania between 2011 and 2020, but also the electricity generation from all sources between 1989 and 2021. We also did an analysis of contribution for improving the life of local communities, of few important Romanian companies from the electricity area: Hidroelectrica, Nuclearelectrica and Transelectrica based on their sustainability reports for the year 2021. During the communist period in Romania, between 1985 and 1989, there was an increase of electricity produced, but after the communism, more precisely after the year 1989 there was a huge decrease, more specifically from 1989 to 2021 decreased by 22%, while imports of electricity increased by 2.42 times from 2011 to 2020. From the sustainability reports of the companies analyzed results that the Romanian electricity companies offer a high support to the local communities especially for health area. This paper is unique because it’s the first paper where the sponsorship of the Romanian electricity companies was analyzed from a Corporate Social Responsibility (CSR) perspective.

Sponsorluk Faaliyetlerinin Marka Algısına Etkisi: İletişim Fakültesi Öğrencileri Üzerine Bir Araştırma

Rekabetin ve farklılaşmanın öneminin arttığı günümüz dünyasında sponsorluk, her geçen gün daha da önemli hale gelmektedir. Kurumların/Markaların ulaşmak istedikleri amaçları gerçekleştirmek için tercih ettikleri sponsorluk, halkla ilişkilerin önemli bir uygulama alanıdır. Kurumlar, hedef kitleleriyle aralarındaki bağı güçlendirmek ve pozitif marka algısı oluşturmak için sponsorluk faaliyetlerini tercih etmektedir. Sponsorluk uygulamaları yalnızca markalara veya kurumlara yönelik değil, etkinliklere ve bireylere yönelik de gerçekleştirilmektedir. Bu bakımdan alan yazında sponsorluk hakkında yapılmış çalışmalar bulunmaktadır. Çalışmada, sponsorluğun çeşitlerine yönelik algı ile sponsorluğun marka algısı arasındaki ilişkinin ölçülmesi amaçlanmıştır. Literatürde İletişim Fakültesi öğrencileri üzerine sponsorluğun çeşitleri ile marka algısına yönelik bir çalışmaya rastlanılmamış olması çalışmanın özgün değerini oluşturmaktadır. Araştırma kapsamında nicel araştırma yöntemi ve anket veri toplama tekniği kullanılmıştır. Kolayda örneklem yoluyla İletişim Fakültesi öğrencilerine anket uygulanmış, T-testi, Anova, Frekans, Korelasyon ve Regresyon Analizleri ile araştırmanın bulguları ortaya konulmuştur. Araştırmanın sonucunda sponsorluk çeşitlerine yönelik algının sponsorluk algısını etkilediği tespit edilmiştir.

Identifying the Factors of Public Relations Activities & its Impact on the Growth of SSIS in India

Purpose of Research: This study intends to investigate the numerous factors that influence the public relations drivers in the operations of small-scale industries in India, as well as the effect of PR activities on the growth variables of SSIs. Theoretical framework: Yet India's small-scale manufacturers struggle with large-scale selling and marketing activities. SSIs cannot afford expensive advertising and adequate distribution of goods, therefore PR can be cheaper and more effective (Adrian, Jamilah, & Ahmad, 2015). SSI owners must focus online as lifestyles and shopping patterns change (Widiastini et al., 2023) Promoting the industry and its products, creating relationships with key actors, and regulating communication might assist overcome these hurdles. A good PR can assist SSI in competing with larger companies (Thirumal, 2013). PR factors and Indian SSI growth must be examined. Design/ Methodology/ Approach: The quantitative study used primary and secondary data to gather all relevant data. Standardised questionnaires and interviews will capture primary data. Madhya Pradesh SSI owners and founders will represent. Examine 500 people with cluster sampling Technique. Findings: As a Result, identity media, publications, events, the internet, sponsorship, and public service activities are all significant determinants of SSI expansion in India. Researchers examined the global effect of public relations initiatives (except identity media) on the expansion of SSI in India (Special reference to Madhya Pradesh. Research, Practical & Social Implications: Future research, SSIs, and India are affected by the study on public relations and SSIs. Other factors affecting public relations success can be studied and assessment tools developed. SSIs should invest in PR, stakeholder relations, and strategy to grow. Originality/Value: This study's novelty and significance reside in its understanding of the aspects that affect public relations' promotion of India's small-scale industries (SSIs). By identifying public relations success criteria, this study helps SSIs improve brand image, visibility, and customer acquisition. This study's SSI implications can assist India's small business sector grow, providing jobs, economic activity, and better living conditions.

Faculty knowledge, actions, and perceptions of sponsorship: an institutional survey study

ABSTRACT Background Women and underrepresented in medicine and the health sciences (URiM) faculty face inequities in advancement. Career sponsorship may be a remedy. Few studies have described sponsorship in academic medicine and none across an institution. Objective To examine faculty awareness, experiences, and perceptions of sponsorship at a large academic health center. Design Anonymous online survey. Participants Faculty with a ≥50% appointment. Main Measures The survey contained 31 Likert, multiple-choice, yes/no, and open-ended questions about familiarity with the concept of sponsorship; experience of having or being a sponsor; receipt of specific sponsorship activities; sponsorship impact and satisfaction; mentorship and sponsorship co-occurrence; and perception of inequities. Open-ended questions were analyzed using content analysis. Key Results Thirty-one percent of the surveyed faculty (903/2900) responded of whom 53% (477/903) were women and 10% (95/903) were URiM. Familiarity with sponsorship was higher among assistant (91%, 269/894) and associate (182/894; 64%) professors versus full professors (38%, 329/894); women (67%, 319/488) versus men (62%, 169/488); and URiM (77%, 66/517) versus non-URiM faculty (55%, 451/517). A majority had a personal sponsor (528/691; 76%) during their career and were satisfied with their sponsorship (64%, 532/828). However, when responses from faculty of different professorial ranks were stratified by gender and URiM identity, we observed possible cohort effects. Furthermore, 55% (398/718) of respondents perceived that women received less sponsorship than men and 46% (312/672) that URiM faculty received less than their peers. We identified seven qualitative themes: sponsorship importance, growing awareness and change, institutional biases and deficiencies, groups getting less sponsorship, people with sponsorship power, conflation with mentorship, and potential for negative impact. Conclusions A majority of respondents at a large academic health center reported sponsorship familiarity, receipt, and satisfaction. Yet many perceived persistent institutional biases and the need for systematic change to improve sponsorship transparency, equity, and impact.