Sponsorship Agreement Research Articles

Factors Influencing Sponsorship vs Partnership Agreements for the International Olympic Committee

Abstract The aim of this paper is to propose research-based insights on factors behind an international sports governing body, the International Olympic Committee (IOC), forming a sponsorship agreement or partnership agreement with a prospective company. The problem to be solved is addressed as: what factors influence the IOC when concluding a sponsorship agreement versus a partnership agreement? The theoretical part of this paper defines the concepts of governing bodies, commercial agreements and the objectives of the relevant stakeholders in the process of conducting commercial agreements. It also reviews the theories and elements of the specific types of commercial agreements: sponsorship agreements and partnership agreements. The field analysis part of the paper reviews the relevant research that has previously been conducted in this area for the IOC. The conclusion of the paper highlights the key elements of a sponsorship and partnership agreement from the perspective of an international sports governing body, and lists which are the driving factors for each agreement.

The Effect of Team Support and Attitude Towards the Sponsor on Purchase Intention in Sports Club Sponsorship

Considering that the sponsorship relations between brands and sports clubs are based on a win-win model, it is inevitable for the parties to consider some variables based on their target groups in their sponsorship agreements. The most important motivation of brands in sponsorship agreements is to increase brand awareness, strengthen brand image, and increase sales of products and services. This study investigates how fans' team support affects their purchase intention for sponsor brand products directly and indirectly through attitude towards the brand. Accordingly, in this study, the effect of sports team sponsorship on consumer behavior is explored in terms of the impact of fans' team support and attitudes towards the sponsor brand on purchase intention. Data collected from surveys conducted with 448 Fenerbahçe Football A Team supporters were analyzed using SPSS-AMOS and SPSS PROCESS Macro. The validity and reliability of the research model were evaluated with confirmatory factor analysis. The results indicate that the support of the fans' team support has a statistically significant and positive effect on the purchasing intention of the sponsor brand. In addition, according to the result of the analysis made with SPSS PROCESS Macro Model-4, the positive attitude towards the sponsor brand mediated the effect of team support on the purchase intention of the fans. Therefore, it could be said that the supporters who identify themselves with their team and support their team in all circumstances, regardless of whether they win or lose, are more likely to purchase the products and services of the brand with which the sports club has a sponsorship agreement. It is also observed that a positive fan attitude toward the sponsor strengthens the statistical relationship between team support and purchase intention.

An event study work on the sponsorship agreements in terms of marketing activities

Purpose- It is well known and clear reality that sponsorships agreements have got great importance, especially in marketing and promotion activities through increasing sales and reputation management. It is asked and proposed whether sponsorship agreements have got an impact on stock returns in this paper or not. Methodology- Three important events are determined from sports management, and returns are calculated benefiting from data. Adjusted Market Returns (AR) and Cumulative Adjusted Market Returns (CAR) are determined for two different timespans [-5,0,5] and [-10,0,10] and the values are reached. These important events are, i) The first sponsorship of Turkish Airlines agreement with the Euroleague Basketball Championship, ii) The first sponsorship agreement of BEKO with Barcelona Football Team on 01.07.2015, iii) The first sponsorship agreement of Turkish Airlines with the European Champions League Football Tournament on 05.09.2022. And basic and simple OLS Regression with Dummies are utilized for Anticipation days (-5), Event day (0) and Adjustment days(+5). Findings- It can be said here clearly that Turkish Airlines’ sponsorship agreement with Euroleague has not got any impact on stock returns, like Beko and Barcelona agreement. On the other side, Turkish Airlines’ last agreement with European Champions League had got an important impact on stock returns, especially for 10 days intervals. The change in the stock returns is especially interesting according to different time intervals in the last event. When change is for 5 days interval is negative for event day, for a calculation including 10 days interval it is positive. Conclusion- This situation can be explained by investors like consumers are beginning to change their behaviours naturally their attitudes, perceptions and intentions toward sponsorship agreements, with interests of Turkish Airlines investors to European Champions League or increasing vulnerability to events like this or football attracted Turkish Airlines investors more than Basketball activities. Keywords: Event study, aviation management, sponsorship agreements, sports management, reputation management. JEL Codes: G14, M31, Z21

Mixing FIFA World Cup alcohol sponsorship agreements with Islamic host countries: a conceptual framework

PurposeThis paper aims to evaluate the FIFA requirement that World Cup host nations make alcohol available at World Cup stadia because of its sponsorship agreement with Anheuser-Busch. This paper suggests a framework that FIFA should use in evaluating potential host nations to address the ethical implications of alcohol at the World Cup, especially considering the recent Qatar 2022 World Cup, the first to be held in an Islamic Country.Design/methodology/approachUsing historical analysis of recent World Cups and guided by the Culture-Centered Approach (Dutta, 2008) and stakeholder analysis literature, this paper examines the ethical dilemmas host nations have faced because of FIFA’s insistence on alcohol sales at World Cup stadia.FindingsThe analysis suggests that a three-step process of host country assessment, stakeholder mapping and negotiation would enable the discovery of potential ethical conflicts and thus their negotiation to mitigate the ethical conflicts FIFA’s preexisting sponsorship agreements create for some World Cup host nations, especially Islamic countries.Research limitations/implicationsWhile the framework is conceptual and has not been tested, the components from which the authors draw are well established. The application to mega events sports hosting negotiations is an original contribution. The interdisciplinary nature of the framework also provides a contribution to the research field.Practical implicationsApplication of the framework would enable FIFA and host countries to negotiate mutually agreeable conditions and avoid placing host nations in ethically compromising situations, which is especially timely as FIFA expands into Islamic countries. Its utilization would provide a Halal environment for World Cups hosted in Islamic and perhaps other, countries.Social implicationsFIFA’s commitment to alcohol at World Cups should be questioned. FIFA should not expand this dangerous practice of associating sports with alcohol. Female fans may feel safer, as occurred in Qatar 2022.Originality/valueThis paper's framework uniquely combines communication and strategic management literature and applies it to mega sports events in an original way that would lead to more ethical and culturally contextualized World Cups rather than reifying the alcohol–sport nexus.

Specific characteristics of sponsorship contract

Sponsorship contract represents one of the legal backgrounds which is commonly used in modern sport. As a relatively “young” and quite specific contract it has not been codificated yet. The causa of a sponsorship contract is linked to the expectations of both parties of the contract at the time of the conclusion of the contract. As a bilateral contract of obligation, sponsorship has a strong economic background which is the leverage for the conclusion of the contract. A definition that highlights the characteristics of sponsorship contains the International Chamber of Commerce Advertising and marketing communication Code. There are several different elements of the definition which characteristically represent the essence of the sponsorship relationship. Among them are the mutual benefit of the sponsor and sponsored entity, providing of finance or other support, ambition to establish an association between the sponsor’s image, brands or products and a sponsorship property, return for rights, promotion of the association between parties, grant of certain agreed direct or indirect benefits, and some others. In the article there are explanations of different above elements. It seems that the above parameters are the essence of the sponsorship agreement which also reflects the basic elements of the definition of the ICC sponsorship agreement. The ICC definition provides a basis that fully captures the typical elements of a sponsorship contract and which could lead to future efforts in terms of finding the right definition for a possible legal codification of the sponsorship contract. From the sponsor’s point of view, sponsorship represents an attempt to identify with the value of the sponsored entity, the purpose of which is further manifested by the promotion of this link, both leading to the sponsor’s objective of raising or improving its image in the public or in society. The key here is the ability of the sponsor to turn a challenge into an opportunity, which is then exploited. The opportunities must outweigh the challenges, which is the original motive of the sponsor in the sponsorship contract.

Jesu li kauza ugovorne obaveze i svrha ugovora isto?

The paper examines the relationship between the cause of the contractual obligation and the purpose of the contract. Namely, an attempt is made to answer the question, whether these are two different legal institutes, or if apart from terminology, there are no other differences between them. The problem is analyzed based on the sponsorship agreement. This contract was chosen due to one of its peculiarities. The economic goal of the sponsor is so obvious and visible, that, without any hesitation, one can think about applying the economic concept of the cause of the contractual obligation to this contract. If we take into account that we have a basis for such a thing in court practice (namely, there are decisions in which the economic concept of the cause of the contractual obligation is applied), as well as the fact that in domestic legal doctrine some authors define the purpose of the contract as an economic goal, the issue becomes obvious.

How Sports Sponsorship Influences a Sponsor’s Financial Performance: A Case Study from the Korea Baseball Organization

Abstract: This study aims to examine the effects of sponsorship on the sponsor’s financial performance. This study investigates return on sponsorship (ROS) with a quantitative analysis. Nexen Tire’s title sponsorship agreement with the Heroes baseball club in the Korea Baseball Organization (KBO) in 2010 is studied. The positive effect of sponsorship on the sponsor’s Tobin’s q is confirmed by comparing the non-sponsorship period (2000–2009) with the sponsorship period (2010–2018). It is also shown from an event study that the sponsor experiences negative abnormal stock returns on the news of the sponsorship agreement, though this was not found to be statistically significant. Still, when the sponsee enters the postseason, positive cumulative abnormal returns are observed, particularly significant 10 days before the postseason games. This study confirms the positive influence of sponsorship on the sponsor’s financial performance and, with evidence from South Korea, provides insight into Asian markets in need of research. The results suggest that 10 days before a postseason game would be an ideal time to leverage marketing and activate a sponsorship strategy.

ANALYSIS OF THE RELATIONSHIP BETWEEN NOTIFICATIONS OF FOOTBALL CLUBS AND STOCK RETURNS USING EVENT STUDY METHOD

Purpose - The purpose of this study is to examine the effect of the Public Disclosure Platform (KAP) notifications of Beşiktaş, Galatasaray, Fenerbahçe and Trabzonspor clubs on stock returns. Methodology – In the study, the transfer meeting announcements of football clubs, the positive results of the transfer negotiations and the dates of the sponsorship agreement were evaluated as notification dates. In the research, the data of 2009-2010/2019-2020 seasons were used and the changes in stock returns on (date) and afterwards were determined. However, due to the COVID-19 outbreak, the data included in 2020 were not analyzed. Findings – In the analysis, it is concluded that notifications related to football clubs provide extremely high returns from stocks, and the market is not effective. Conclusions – As a result of the notifications of important transfers to KAP, all news channels and newspapers give an important place to this notification. As a result of this situation, people can buy the stocks of their existing teams by not acting rationally and with the awareness of fans. Based on this, it is understood that the transfer news is effective for Turkish football clubs.

Continuing Welcome - a Progress Report on a Half Welcome

Continuing Welcome analyses the Canada’s efforts to address the refugee sponsorship challenges raised by Sponsorship Agreement Holders (SAHs) in A Half Welcome,Citizens for Public Justice's (CPJ) 2017 report. In A Half Welcome, SAHs called for transparent policy dialogue on long wait times and backlogs, allocation limits, and travel loans⁠—the core barriers to private sponsorship. CPJ and our partners have engaged in continued advocacy on all three issues. Here, we track the progress that has been made over the past three years. Continuing Welcome also addresses arising issues such as additionality in sponsorship, SAH-government communication, family reunification, and program monitoring. While there have been some improvements in the refugee resettlement process in the past three years, significant gaps remain.

Legal Qualification of Sponsorship in Polish Law

This study explores how the concept of sponsorship might be embodied within the.Polish legal order. In an economic and social environment, a sponsorship agreement might be seen as a new means of financing charitable works. It should be recognized that this type ofagreement is not currently recognized by Polish state law. A sponsorship agreement is distinct from a sponsoring agreement or a donation. There is no comparable institution in the Polish legal order. It is crucial for this study to determine how sponsorship can be adapted to conform with Polish civil law. Finally, it asks if the law of Poland could adopt the American solution to financing charity activity.

Fostering Better Integration Through Youth-Led Refugee Sponsorship

World University Service of Canada (WUSC) participates in private sponsorship as a sponsorship agreement holder through its Student Refugee Program. More than ninety campus-based constituent groups known as WUSC Local Committees resettle approximately 130 refugee students to Canadian post-secondary institutions each year. This article seeks to assess the effectiveness of the Student Refugee Program’s youth-to-youth sponsorship model in integrating former refugees into their receiving communities. We outline the impact of the Student Refugee Program upon its beneficiaries, the important role youth volunteers play in supporting their integration and building more welcoming communities for newcomers in Canada, and the effect of the program on receiving societies. We conclude with recommendations for scaling up the program in Canada and sharing the model internationally.

Farm to School of Park County: A Journey from Program to Nonprofit (C)

This case series describes the startup of Farm to School of Park County, an emerging nonprofit organization in the US state of Montana. Case (A) describes the community, the need, and the origins of Farm to School in Livingston, Montana. The leaders of Farm to School face a budget crisis and need to evaluate four options to decide whether, when, and how it should become an independent organization. As Case (B) begins, Farm to School has decided to enter into a fiscal sponsorship agreement with the local community foundation. The next task for the organization's leaders is recruiting founding board members. They need to decide whom to ask and how to do it. In Case (C), the board develops a strategic plan and establishes committees. However, the board members and leaders start to feel fatigue in the face of the demands of a startup organization, leading to questions about what is truly strategic and how work will get done. The Farm to School organization in Case (D) has just issued its first annual report, filled with meaningful accomplishments. The leaders of the organization begin to plan to build an organization that will outlast them and the founding board members.

Farm to School of Park County: A Journey from Program to Nonprofit (D)

This case series describes the startup of Farm to School of Park County, an emerging nonprofit organization in the US state of Montana. Case (A) describes the community, the need, and the origins of Farm to School in Livingston, Montana. The leaders of Farm to School face a budget crisis and need to evaluate four options to decide whether, when, and how it should become an independent organization. As Case (B) begins, Farm to School has decided to enter into a fiscal sponsorship agreement with the local community foundation. The next task for the organization's leaders is recruiting founding board members. They need to decide whom to ask and how to do it. In Case (C), the board develops a strategic plan and establishes committees. However, the board members and leaders start to feel fatigue in the face of the demands of a startup organization, leading to questions about what is truly strategic and how work will get done. The Farm to School organization in Case (D) has just issued its first annual report, filled with meaningful accomplishments. The leaders of the organization begin to plan to build an organization that will outlast them and the founding board members.

Farm to School of Park County: A Journey from Program to Nonprofit (A)

This case series describes the startup of Farm to School of Park County, an emerging nonprofit organization in the US state of Montana. Case (A) describes the community, the need, and the origins of Farm to School in Livingston, Montana. The leaders of Farm to School face a budget crisis and need to evaluate four options to decide whether, when, and how it should become an independent organization. As Case (B) begins, Farm to School has decided to enter into a fiscal sponsorship agreement with the local community foundation. The next task for the organization's leaders is recruiting founding board members. They need to decide whom to ask and how to do it. In Case (C), the board develops a strategic plan and establishes committees. However, the board members and leaders start to feel fatigue in the face of the demands of a startup organization, leading to questions about what is truly strategic and how work will get done. The Farm to School organization in Case (D) has just issued its first annual report, filled with meaningful accomplishments. The leaders of the organization begin to plan to build an organization that will outlast them and the founding board members.

Farm to School of Park County: A Journey from Program to Nonprofit (B)

This case series describes the startup of Farm to School of Park County, an emerging nonprofit organization in the US state of Montana. Case (A) describes the community, the need, and the origins of Farm to School in Livingston, Montana. The leaders of Farm to School face a budget crisis and need to evaluate four options to decide whether, when, and how it should become an independent organization. As Case (B) begins, Farm to School has decided to enter into a fiscal sponsorship agreement with the local community foundation. The next task for the organization's leaders is recruiting founding board members. They need to decide whom to ask and how to do it. In Case (C), the board develops a strategic plan and establishes committees. However, the board members and leaders start to feel fatigue in the face of the demands of a startup organization, leading to questions about what is truly strategic and how work will get done. The Farm to School organization in Case (D) has just issued its first annual report, filled with meaningful accomplishments. The leaders of the organization begin to plan to build an organization that will outlast them and the founding board members.

Labor Migration in Qatar: A Study on the Identity of Second Generation Migrants

Second generation migrants who were born or grew up in Qatar and studied in the same schools and environment with their Qatari counterparts represent a different case than migrant labor workers who move to Qatar through a sponsorship agreement for temporary purposes. The identity construction of second generation migrants is an issue that requires a further research since the research on international migration in the GCC countries tends to focus on low-income migrant workers with regard to human rights issues and kafala (sponsorship) agreement. There is a lack of research which intends to analyze the perceptions of second generation migrants about the characteristics of their identity and, their commonalities and differences with Qatari youth. This study mainly questions the identity construction process of second generation migrants in Qatar, how they reshape their identity and to what extent they can narrow the social gap between their Qatari counterparts and themselves.

Basic Elements of Sponsorship Contract in Sport

Sponsorship represents very important source of finances for many sports organizations. The aim of the article is to analyze structural elements of sponsorship contract and to propose a proper definition of a sponsorship contract, while leaning on the many sources of comparative law. The review of foreign legislation shows that not one country has yet legally enacted the sponsorship contract. Some legislation regulate sponsorship in an indirect way using common rules of contractual law or some elements of other contracts, which are already well known and regulated by legal systems. In determining the validity of the arguments cited by the individual authors in the literature our aim is to come to some conclusions which have been summarized in following parts of this article. It seems that the Code of sponsorship of the International Chambers of Commerce (ICC) gives the real foundation which can be useful for different sport organizations. Following the ICC International Code on Sponsorship, the definition of a sponsorship agreement “is any commercial agreement by which a sponsor, for the mutual benefit of the sponsor and a sponsored party, contractually provides financing or other support in order to establish an association between the sponsor’s image, brands or products and a sponsorship property in return for the rights to promote this association and/or for the granting of certain agreed direct or indirect benefits.” Brand of the sponsor, identification with the property of the sponsored subject, commercial agreement, right to promote and mutual benefit are the vital components of a sponsorship contract which are contained in the ICC definition. We also believe that in the future, this definition could lead to the right definition for a possible codification of a sponsorship contract on the national level. At the same time it is important to mention the special characteristic of the specific value of the sponsored subject contained in a sponsorship contract. From the angle of the sponsor this value can be compared with a special and characteristic element of the sponsored subject which brings to the sponsor a very precious value /”pretium affectionis”/ and is consequently extremely important in a rational economic decision of a sponsor to sign a sponsorship contract. Taking into account that all these elements represent the “causa” of a sponsorship contract the position of the sponsor could be defined as the tendency to identify with the value of the sponsored party, with the aim to further manifest itself by promoting these links, both of which lead to the goal of a sponsor to raise or improve its image in public or in a society. The essential challenge of the sponsor is to manage to change the opportunity into the advantage given in the contract relationship. Opportunities should be taken from the challenges which are given to the sponsor and this represents the original motive of the sponsor to sign a sponsorship contract.

Correction to: Immigration Policies and Immigrant Women’s Vulnerability to Intimate Partner Violence in Canada

The original version of this article unfortunately contained an error. On page 3, last paragraph, we say “The 10-year sponsorship agreement”; it should actually be “The 3-year sponsorship agreement.”

Linking sport team sponsorship to perceived switching cost and switching intentions

ABSTRACTResearch question/purpose: Although literature has focused on the impact of sponsorship on the customers’ purchase intentions, the impact of sport team sponsorship on switching intentions on service providers remains a largely overlooked research topic. The study addresses this gap by examining the effects of sport team sponsorship on the switching intentions of service customers, who at the same time are sport fans.Research methods: The study draws on a sponsorship agreement between a mobile telecommunication company (sponsor) and a European professional football team (sponsored team). Through a survey, 261 responses were collected and subsequently analysed using structural equation modelling techniques.Results and findings: The results suggest that enhancing the relationship of fans with the team and its sponsor – as well as increasing their level of involvement with the sport – can contribute to increasing the perceived switching cost of the fans regarding mobile telecommunications services. Similarly, strengthening the fans’ attitudes towards the sponsor can reduce their likelihood of switching to another telecommunications provider.Implications: As the first study to examine the effects of sport team sponsorship on the switching intentions of service customers who at the same time are sport fans, this paper adds to academic understanding of the impacts of sport (football) involvement, team-brand attitude, sponsor-brand attitude, and sponsorship fit on switching intentions and on perceived switching cost of the sponsor’s customers. In doing so, the study also investigates how team identification and sponsor affiliation moderate the influence of the aforementioned attributes.

Bank social responsibility and the use of money

Purpose The purpose of the present research is first to assess the financial education’s effectiveness, examining how a specific communication regarding the use of money could help new consumers from low-income families avoid insolvency. The second is to analyse the impact of this corporate social responsibility (CSR) activity on a Brazilian bank’s image. Design/methodology/approach The research used a qualitative methodology based on in-depth interviews using three advertising films, which served as an enhanced element to prompt students to evaluate the discourse of sensible use of money and credit and the bank’s image. Findings The results showed that the students are very receptive to the ideas shown by the bank advertising films. Nevertheless, the interviewees showed a certain degree of suspicion toward the initiative and intentions of the bank. The perceived corporate image was clearly ambiguous, with the financial institution showing its advertising film about the careful use of money in complete contrast to actual bank branch practices in which employees offer and encourage young students from low-income families to get loans and credit cards. The bank became more socially responsible merely to cut costs and as a consequence did not improve its image. Practical implications For CSR in banks to be real and have a positive impact on society, the authors suggest that the bank enter into a cooperation or sponsorship agreement with the federal government or any public sector institution or non-governmental organizations. The form, the arguments and the language of the bank’s financial education campaign examined in this article seemed to be capable of serving social purposes or benefiting society. Social implications Educating consumers in the conscious use of money reduces delinquency rates and increases banks’ profits while, at the same time, benefiting society economically. The bank’s positive experience in terms of financial education could help the Brazilian government and other institutions with the same purpose. The advertising campaign provides some insights for the Brazilian government financial education program to which it has given high priority (BCB, 2015). Originality/value The article expands studies on CSR in developing countries and of attitudes toward it in the emerging middle class, two issues that have received scant attention. The study reinforces Carroll and Shabana’s view (2010) that companies are becoming more socially responsible merely to cut costs and Porter and Kramer’s call that to be really strategic the action must not appear to be mitigating the very harm it has caused.