Sport Sponsorship Research Articles

Community sports leaders' perceptions of the risks and benefits of gambling sponsorship in community sport.

Gambling sponsorship of professional sport, particularly relating to online wagering, has been a key focus of global regulatory reform efforts to address the normalization of gambling. In Australia, gambling companies and venues (including community clubs and hotels) also sponsor and develop relationships with community (non-professional) sports teams and clubs. In-depth interviews (n = 24) were conducted with senior leaders in community sporting organizations in Australia with an aim of understanding the factors that shape decisions about accepting or refusing gambling sponsorships and partnerships. A reflexive approach to thematic analysis was used to construct three themes from the data. First, participants considered the alignment of values between the sponsor and the community sporting organization. While most stated that gambling and sport should not be aligned through sponsorship, some forms of sponsorship (for example from community clubs) were perceived as less harmful than others (such as online wagering). Second, some thought that while there were ethical ways to engage with gambling sponsors such as not promoting sponsors' products, they were concerned about how gambling sponsorship might have an overall impact on the community. Third, was the impact of gambling sponsorships on the organization's reputation, and balancing this with a need for financial stability. Decisions to accept (or reject) gambling sponsorship were influenced by a range of perceived risks and benefits. Addressing the acceptance of gambling sponsorships among community sporting organizations could involve several approaches to interventions, including regulation, formal policies to guide sponsorship decisions and education about the risks of accepting these sponsorships.

In the arena of debate: a systematic literature review on sports sponsorship by controversial industries

PurposeThis systematic literature review examines the domain of sports sponsorship involving controversial industries. We delve into the shared patterns, differences and overarching themes prevalent across various dark consumption industries (i.e. alcohol, food and beverages high in fat, salt and sugar, gambling and tobacco).Design/methodology/approachThis study systematically reviews research on controversial sports sponsorships (CSS). Literature searches in Web of Science and Scopus, and additional searches in reference lists resulted in a total of 90 publications meeting the inclusion criteria, which can be grouped into three research clusters: prevalence, impact and (in)appropriateness of CSS.FindingsThis review revealed a high prevalence of so-called controversial sponsors in sports, particularly in – but certainly not limited to – soccer. Especially gambling sponsorships have become more prominent in recent years. Ethical concerns surfaced since CSS are positively related to attitudes, preferences, purchase intention and consumption, potentially causing health-harming consequences for children and adults.Practical implicationsThis study provides scholars and practitioners with insights to advocate for policy measures curbing CSS.Originality/valueIn light of the identified research gaps, we propose a research agenda to particularly investigate causal relationships between exposure to CSS and its impact by conducting longitudinal and experimental research. Additionally, we propose to establish a consumer-centered framework for processing CSS.

From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship

PurposeThis study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes toward MMA on the relationship between their attitudes toward sponsors and their purchase intentions. MMA was selected as the focus of this study due to its propensity to evoke more intense emotional responses than other sports, as evidenced by previous research.Design/methodology/approachStudy 1 was conducted to systematically assess the emotional responses elicited by MMA. This preliminary study involved 277 participants. Building on the findings from Study 1, Study 2 employed an online survey to investigate the relationships among various constructs related to MMA. This survey was facilitated through an external portal and included a sample of 459 participants residing in the United States. The constructs measured in this survey were attitudes toward the player (ATP), attitudes toward the sponsor (ATS), perception of brand quality (PBQ), purchase intention (ITP) and attitudes toward mixed martial arts (ATM).FindingsThe study reveals that respondents rated MMA the most negatively among the analyzed sports, with the highest standard deviation, indicating that MMA evokes extreme emotional responses. The findings confirm that attitudes toward the player positively influence attitudes toward the sponsor, aligning with sponsorship-linked marketing theory. Moreover, positive attitudes toward the player were found to enhance perceptions of the sponsor’s brand quality. The research further demonstrated that attitudes toward the sponsor and perceptions of brand quality mediate the relationship between attitudes toward the player and purchase intentions, underscoring the complex nature of consumer decision-making in MMA sponsorship.Originality/valueThis research provides novel insights into the critical role of audience engagement and personal connection with sports in formulating effective sponsorship strategies. It emphasizes the need for marketers to tailor their approaches to align with the sport’s personal significance to the audience, employing narratives that resonate with their identities and values. Enhancing player-sponsor associations through co-branded campaigns and endorsements is essential. Furthermore, consistently maintaining high product quality and fostering emotional connections with the sport are key strategies to drive increased purchase intentions.

Structural equations modeling for the entry into becoming a sport sponsorship of the halal product in Thailand

This research study aims 1) to create a structural equation model for sports sponsorship of halal products in Thailand and 2) to examine the direct and indirect influence of variables that are components of the structural equation model for halal products, specifically in the context of becoming a sports sponsorship for halal products in Thailand. The study focused on a sample group of Thai Muslims interested in watching and following the news and participating in Thai sporting events. The researcher chose a sample size of 400 participants from this population, excluding backup data gathering and data analysis, to ensure the questionnaire’s quality and dependability. The results of the data analysis from the structural equation model created show that it is consistent with empirical data. The results of the statistical hypothesis test reveal that the level of religious adherence and the level of awareness of entering into sponsorship have both direct and indirect influences on consumer attitudes and purchase intentions with statistical significance at 0.01. It can also be identified that if a sponsor increases awareness among Muslim viewers through branding or product presentations in events that feature halal symbols or indicate compliance with religious standards, it will lead to a more positive attitude and higher purchase intentions. This insight can be applied to marketing promotion in administrative regions or countries where the majority of the population is Muslim.

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.

Sporting clubs’ perceptions about harmful industry sponsorship: Lessons from gambling research

Abstract Background Unlike tobacco, there are no restrictions relating to gambling sponsorship in Australian sports. While some sporting teams have voluntarily refused sponsorship deals with gambling companies and other harmful industries, many are still actively entering into or renewing such deals. There is limited understanding of why, despite widespread public concern, sporting organisations continue to engage in commercial partnerships with gambling companies and venues. This study aimed to qualitatively explore the ethical and related practical issues associated with gambling sponsorship. Methods In-depth interviews were held with 24 key decision makers in Australian community sporting organisations. Participants were asked questions relating to attitudes towards gambling, decisions about gambling sponsorship within their clubs, and issues relating to alternative sponsors and sponsorship disparities. Data was analysed using reflexive thematic analysis. Results Interviews revealed the difficulty for sporting organisations to avoid harmful industry sponsorship. When deciding to align with gambling companies, sporting organisations had to consider their own values and the reputational impact of such deals, and balance this with the financial viability of the sporting organisation. Despite sporting organisations relying heavily on sponsorship deals, some stated they would refuse gambling sponsorship for ethical reasons but recognised that sporting clubs in poorer financial positions may be more vulnerable to taking up gambling sponsorship. Conclusions As elite sporting organisations begin to move away from gambling sponsorship, gambling companies may target community sport. The authors consider practical strategies to protect communities from sponsorship from harmful industries. Key messages • Sporting organisations navigate ethical dilemmas when considering gambling sponsorships, weighing values, reputation, and financial viability. Policy action is needed to protect local communities. • Community sporting organisations face increased risk of gambling sponsorship as elite sporting clubs move away, prompting the need for protective strategies.

Influence of VIVO Mobile Brand Sponsorship of Sports Events on Consumer Purchase Intention

Effective sports sponsorship necessitates consideration of multiple factors. Previous scholars have primarily focused on the brand assets of sponsors and enhancement of the reputation that sponsoring brings to businesses. There has been limited exploration from the perspective of sports events themselves in terms of brand assets and the direct impact of these assets on sponsor audience purchase intention. This research aims to analyze the influences of VIVO mobile brand sponsorship including brand assets, brand fit, and audience engagement of sports events on consumer purchase intention. The research framework was laid on the stimulus-organism-response model. The sample size was 400 audience who attended the 22nd FIFA World Cup held in Guangzhou, China. Statistics used to analyze data were descriptive statistics including frequency, percentage, mean, and standard deviation; and inferential statistics including independent samples t-test, One-way ANOVA, LSD, simple linear regression, and multiple linear regression at the statistical significance level of 0.05. The results found that most of the respondents were male, married, aged 25-35 years old, educational level high school or vocational school, had monthly income of 5,000-10,000 yuan, and company employee. The hypotheses results found that age and occupation affect consumer purchase intention. Event brand assets including event brand image and event brand awareness has positive relation with consumer purchase intention with multiple correlation (R) = .566. The ability to predict the analytical equation is 31.70%. Brand fit and audience engagement influenced consumer purchase intention with correlation (R) = 0.485 and 0.469 accordingly. Keywords: brand assets, brand fit, audience engagement, purchase intention, sports sponsorship

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.

A Comparison of Brand-Related Outcomes Between Naming Rights and Jersey Sponsorships in Professional Sport

Naming rights and jersey sponsorship are highly visible, offering numerous benefits to both brands and properties but at a particularly high cost. The purpose of this study was to examine individuals’ attitudes and behaviors toward naming rights and jersey sponsors. The study drew on the Persuasion Knowledge (PK) Model as a lens for differentiating between consumers’ responses to each sponsor. A between-group design was employed; two versions of a questionnaire (one for each sponsorship condition) were distributed to a nationwide sample of Canadians, yielding 331 usable responses. Findings suggested participants had better awareness of the naming rights sponsor than the jersey sponsor, but no attitudinal differences were observed. However, attitudinal differences were observed on team identification. Furthermore, it appears that the triggering process for PK may differ in the sport sponsorship setting than what is observed with traditional advertising, likely due to a moderating effect of team identification.

A machine learning approach to predict classification of fans’ attitudes toward sponsors

PurposeThis study aims to develop and validate an accurate machine learning model to categorize NBA fans into meaningful clusters based on their perceptions of sport sponsorship. Additionally, by predicting the intensity of NBA fans’ attitudes toward sponsors, the authors intend to identify the specific features that influence prediction, discuss these findings and offer implications for academics and practitioners in sport sponsorship.Design/methodology/approachThis study used a sample of 1,142 NBA fans who were recruited through Amazon Mechanical Turk (MTurk). Fans identification, sponsorship fit, behavioral intentions, sponsor altruistic motive, sponsor normative motive, sponsor egoistic motive were surveyed as predictors, whereas fans’ attitudes toward sponsors was collected as the dependent variable. The LASSO regression, SVM, KNN, RF and XGboost were used to develop and validate the prediction model after verifying the measurement model by the Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA).FindingsThe RF model had the best accurate in predicting the intensity of fans’ attitudes toward sponsors, achieving an AUC of 0.919 with a sensitivity of 0.872, a specificity of 0.828, a PPV of 0.873, a NPV of 0.828 and an accuracy of 0.848. The most influential feature in the model was “the fit of 0.301”. “Fans’ perceptions of sponsor’s normative motive”, “behavioral intentions supporting sponsors”, “fans’ identification with their favorite team”, “fans’ perceptions of sponsor’s altruistic motive” and “fans’ perceptions of sponsor’s egoistic motive” were exhibited in descending order.Originality/valueThis study is the first in sport sponsorship to accurately classify the intensity of fans’ attitudes toward sponsors as either high or low using machine learning models, and to formulate how fans’ attitudes formed toward sponsors from their perceptions of sponsorship process.

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.

No- and low-alcohol beer and the sponsorship of sport in Australia: An audit of sponsorship partnerships and analysis of marketing tactics.

Alcohol sponsorship of sport is associated with increased alcohol consumption. Little research to date has examined the sponsorship of sport by no- and low-alcohol (NoLo) beverage brands, despite concern that the marketing of these products might be harmful to young people. This study had dual aims: to identify sporting partnerships between NoLo beers and Australian sport, and examine marketing tactics used in social media advertising to promote these partnerships. Our sample included NoLo beers sold online from three large Australian alcohol retailers. First, we performed a qualitative content analysis of partnerships between NoLo beers and sport using publicly available online information. We then analysed the 118 social media posts of NoLo brands linked to these partnerships using a coding framework adapted from the alcohol literature. Of 34 brands, 13 had sporting sponsorship partnerships across a range of spectator and participatory sports. Key marketing tactics identified on social media were activations, time-and event-specific drinking, influencer marketing, competitions, and corporate social responsibility. In particular, NoLo brands aim to disrupt the sports drink market by advertising their products as healthy recovery drinks, or 'sports beers', through activation events. Brands are also using influencer marketing and competitions, two tactics shown to be particularly persuasive for young people. NoLo beer brands strategically align with Australian sports to promote NoLo consumption. As they are classified as soft drinks in Australia, NoLo beverages are not regulated like alcohol. Future discussions around sports sponsorship and advertising regulation must consider NoLo products.

The business of sport

An increasing number of undergraduates envision careers in sports that involve them being professional athletes. Attorney Alicia Jessop is a tenured professor at Pepperdine University, California, in the Sport Administration program. There, she teaches sport law, sport sponsorship, and sales and sport finance.

The Relationship between Sports Events and Branding; A Symbiosis of Sports and Brand Marketing

Sports events are witnessed with number of sponsors. The sponsorship of sporting events results in the promotion of a certain brand in exchange. Various sports events attract masses of crowd not only in ground but also on various media. It gives marketers the option to target such large masses of people and turn them into patrons who are devoted to their brand. This study focuses on the relationship between sports event and sponsoring brands. Sponsorship of sports is a great way for a company to become more visible. The brand is exposed to a large audience on athletic stages and in the media by associating with a sporting event or team. Making the most of distribution channels, including press appearances, social media, television broadcasts, and stadium advertising, is crucial to maximizing this visibility. The study is of qualitative nature using in depth interviews. Findings of the study suggest that there exists a mutually beneficial relationship “symbiosis” between sports and sponsoring brands. In the conclusion, this study highlights the dynamic relationship between sports and brand marketing, highlighting the continued significance of sporting events as crucial platforms for consumer interaction and brand promotion in modern international marketplaces.

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.

The Negative Effects of Sports Sponsorship and its Relationship to the Purchasing Tendencies of Sports Club Fans

The Negative Effects of Sports Sponsorship and its Relationship to the Purchasing Tendencies of Sports Club Fans

The gendered plate: gender-specific food perceptions and sport sponsorship

PurposeThis study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.Design/methodology/approachThe research comprised two studies. In Study 1, n = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved n = 250 participants who completed a cross-sectional and self-administered survey.FindingsStudy 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (ß = 0.327, p < 0.01) and subjective norms (ß = 0.525, p < 0.01) towards masculine brands.Originality/valueThe two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.

A Bibliometric Analysis of Social Responsibility and Geopolitics Influences on Sports Sponsorship

Through bibliometric analysis, this study offers a thorough investigation of the connection between geopolitics, sports sponsorship, and social responsibility. We investigate the degree of unhealthy sponsorship in junior community sports teams, taking into account policy implications, public health issues, and regional and socioeconomic inequities. We used a multidisciplinary approach, gathering relevant papers using bibliometric analysis and conducting a literature review to assess the state of the field. While qualitative approaches were utilized to look into public opinion, quantitative techniques were applied to examine data on sponsorship agreements. We also looked at the laws and policies that are in place right now regarding sports sponsorship. Legislative adjustments are necessary to lessen the negative consequences of geopolitics on public health and social responsibility, as our synthesis and interpretation of the data show.

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.

Are gambling company sports sponsorships a losing game? Investigating consumer responses on gambling, brand and team outcomes

The current study investigates the causal relationships between exposure to gambling sports sponsorship and consumers’ gambling-linked, team, and brand outcomes, as well as the underlying explanatory mechanisms. We conducted two single-factor between-subjects experiments (sponsoring brand: banking company vs. commercial gambling provider), among 200 adult participants per experiment. The results reveal that the participants did not see a good fit between a commercial gambling provider and a soccer team, they perceived gambling sponsorship as morally inappropriate (among people who did not experience any risks or problems with gambling) and found the gambling sponsor insincere. We also found that gambling (vs. banking) sports sponsorships directly negatively influenced the sponsoring brand and sponsored team. Finally, gambling-linked outcomes were indirectly negatively affected by gambling sponsorships via sponsor moral appropriateness and normalization and risk perceptions about gambling.