Sponsorship Management Research Articles

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.

Sustainability communications via sponsorship: Potential, characteristics and managerial challenges

AbstractSustainability communications have become a key issue for organisations. While most studies have focused on sustainability reporting and green advertising, other communication tools such as sponsorship are under‐researched. The present study addresses this void by exploring the potential and identifying key characteristics and challenges of sustainable sponsorships, theoretically conceptualised as a social contract between sponsorship contractors and society. As such, it is the first to identify the potential and key characteristics of sponsorship for sustainability communications. The authors took an explorative, qualitative research approach, conducting 13 in‐depth interviews. The interviewees highlighted eight characteristics that determined sustainable sponsorships across all three sustainability dimensions. Sustainability was identified as a key driver in managing sponsorship effectively. In light of the study's findings, it is recommended that sponsors and sponsees should adapt their sponsorship management to incorporate sustainability. Measuring the outcome and success of sustainable sponsorships could be a subject for future research.

“It’s a fine balancing act”: exploring the effects of managing competing sponsorship responsibilities on sport employees

ABSTRACT Rationale/purpose This study explores the effects of competing team and event sponsorship programs on employees hosting the CFL Grey Cup. Specifically, we examine the influence of competing team and event sponsorship responsibilities on host team employees’ perceptions of and experiences with stress. Research design Data collection was composed of two phases: first, participant observation of event employees throughout event staging; then, a series of semi-structured interviews with employees following the event’s conclusion. Findings Our findings indicate that host team employees experienced stress when faced with conflicting sponsorship responsibilities incurred by individuals’ dual roles servicing team and event partners. This stress was mitigated through experience, task cohesion, and strong internal group identification, illustrative of the important role internal sponsee management plays in partnership delivery. Practical implications This study outlines the role that experience, group cohesion, and task clarity play on employee stress and well-being when managing sponsorship programs. The findings provide important insight into sponsorship management and servicing for different team and event sponsors, and host team employee well-being and intra-departmental management. Research contribution The findings advance sponsorship servicing scholarship and expands upon our understanding of stress, group cohesion, and sponsorship servicing from theoretical and practical perspectives.

Relationship marketing: a strategy for acquiring long-term strategic sponsorships in the disability sport sector

ABSTRACT Since the founding of the National Wheelchair Basketball Association (NWBA) in 1949, wheelchair basketball has expanded to over 200 teams in the U.S. and Canada. Despite the success and growth of wheelchair basketball in the U.S., NWBA programs still face funding challenges. Considering the potential to generate funding through corporate sponsorship, nine semi-structured interviews were conducted with professionals in charge of sponsorship management of NWBA programs to gain insight into the acquisition and relationship management of their sponsorship programs. Findings showed several unique ways NWBA programs attract sponsors, including focusing on sponsors with an existing interest in the disability community, and highlighting the unique assets of NWBA teams such as their compelling stories, the program’s impact, disability expertise, and corporate social engagement opportunities. Communication, evaluation, and cross-marketing opportunities were found to be key in retaining sponsors. Both successful sponsorship acquisition and retention are underlined by relationship marketing efforts to build commitment and trust by establishing an emotional connection and mutually beneficial relationship between the sponsor and the team, as well as having a dense network of relationships between the sport property and sponsor. The results aid current and future programs in successful sponsorship acquisition and retention.

Organizing sports events: the promoters’ perspective

PurposeThis study aims to develop a battery of items that assess the factors affecting sports events’ success from the promoters’ perspective and a measurement tool that identifies these stakeholders’ main priorities based on the importance-performance analysis (IPA) framework.Design/methodology/approachThe research was conducted using mixed methods. In the first qualitative step, sports event management’s main dimensions were identified based on the existing literature and a comprehensive battery of corresponding items were developed via content analysis of interviews with experts. The second quantitative step focused on Lisbon, the 2021 European City of Sport. Promoters of 21 different medium or large sports events (number = 41 respondents) were asked to fill out a survey ranking each dimension’s items by performance and room for improvement. The IPA’s results are presented both for the overall sample and by promoter type (i.e. events with or without sports facilities).FindingsThe 46 items identified fall into the following three categories: sports infrastructure, city image and hospitality and event management (i.e. pre-event, event and post-event). Pre-event includes stakeholder management, organigram and responsibilities, business plan, marketing mix, risk assessment and sponsorship management. Sponsorship management stands out among the areas considered a priority by event promotors.Originality/valueThis study adds to the literature by offering a comprehensive approach to assessing empirically all stages of the event management process.

Message personalization and real-time adaptation as next innovations in sport sponsorship management? How run-of-play and team affiliation affect viewer response

The digitization of sports content and technological innovations in sports media offer disruptive new ways to adapt sponsor messages to real-time events during live broadcasts. To date, sponsorship management mostly ignores the run-of-play and viewers’ team affiliation. This paper seeks to demonstrate how a dynamic management approach can contribute to greater sponsor message efficiency. For this purpose, real-time data were collected during live broadcasts of the 2018 soccer World Cup. Arousal was captured using changes in heart rate, attention to sponsor brands was measured via eye tracking, and in-play betting odds were continuously obtained from a sports betting website. Mixed models predict viewer arousal and sponsor brand attention from biometric and betting data. Evidence is provided for how run-of-play and viewer characteristics affect sponsor message communication outcomes. The applicability of the models for distinctive sponsor exposure tactics is demonstrated, and the theoretical and managerial implications are outlined.

Strategic sport sponsorship management – A scale development and validation

Despite the significant increment in sport sponsorship and the affirmation of its strategically vital nature, extant research has confined its focus to narrow strategic goals, which organizations plan to accomplish from their sponsorship actions. Consequently, truly little attention has been paid to sponsorship’s viability as a vehicle for wider strategic aims and contexts. However, efficiently resourced sponsorships can generate a lasting competitive advantage in the “market” for sponsorships, which naturally bestows a competitive advantage and higher performance in product markets. The aim of this research is to develop and validate the Strategic Sport Sponsorship Scale (SSSES) and, towards this, a sum of 3,434 questionnaires were gathered and examined by means of SPSS and AMOS. The reliability and validity of the developed dimensions of sponsorship efficacy were substantiated by the practical examination of a theoretical model identifying the structural correlation between the proposed variables.

BUSINESS PROCESS RE-ENGINEERING PRACTICES AND PERFORMANCE OF TELECOMMUNICATION SECTOR IN KENYA

ABSTRACT This study sought to establish Business Process Reengineering (BPR) strategies used by telecommunication companies in Kenya to enhance their service delivery to gain competitive advantage, and to explore the influence of BPR strategies in the telecommunication companies in Kenya. The study was anchored on the following theories, Resource-Based, the Open Systems and Stakeholder. The study used a descriptive cross sectional research design targeting thirty five telecommunication firms in Kenya. Data was collected through structured questionnaires. Data analysis was done by use of descriptive and inferential statistics. The study established that most of Telecommunication companies have used various BPR strategies such as Teleconferencing technologies, computerized performance measurement and reporting system, shared Information Technology infrastructure and computerized procurement system. Findings show that after BPR implementation the telecommunications firms were able to increase efficiency of customer service, quality of products and workforce, elimination of non-value adding process, reduction in inspection time, moving time and waiting/queuing time. The study recommends that Telecommunication companies should fully automate their operations besides replacing obsolete technology equipment with modern ones. BPR efforts should be implemented in the most effective manner through sound management and leadership; this is because top management commitment, support, championship, sponsorship, and effective management of risks are the most noticeable managerial practices that seem to directly influence the success of BPR execution. The study recommends that most companies should be cautious when re-engineering in order to avoid downsizing without figuring out how to reduce the workload. Key words: Business Process Reengineering, Telecommunication companies, management support, employee commitment, ITinfrastructure.

Sport event sponsorship management from the sponsee’s perspective

Sponsorship plays a critical role in the delivery of major sport events. To date, the majority of sponsorship research has focused on the sponsors’ perspective or consumer responses. Drawing upon brand alliance literature and relationship marketing theory, this paper discusses learnings from the management of sponsor-sponsee relationships at a major sport event. We provide insights from the sponsee (i.e., the event) perspective: this is intended to further our understanding of relationship management in the context of event sponsorship, as well as providing practical information for both event industry and sport industry practitioners. This case study produced three main findings in terms of relational effectiveness: clear and compatible strategy, development of positive inter-organisational culture and inter-personal relationships, and stability. Each of these attributes are key to successful and effective sponsorship management.

The relationships of communication intensity, CEO commitment, cause fit and media reputation: evidence from Chinese marathon title sponsors

PurposeThis research aims to explore ways to build a corporate media reputation by sponsoring a sports event (i.e. a marathon), by examining the effects of communication intensity, CEO commitment and cause fit that are most conducive to helping a sponsor gain media reputation benefits.Design/methodology/approachAn empirical study of 122 Chinese marathon title sponsorships is employed that explores the relationship between sponsorship attributes and media reputation construction from the perspective of cause-related marketing theory. Hypotheses are tested with hierarchical regression and interaction analysis.FindingsThe results show that a high level of sponsorship communication intensity, the proximity of the sponsor to a sport property, the level of CEO commitment and the level of cause fit contribute to the media reputation of enterprise sponsors. Further analysis also reveals the different interaction effects of technical fit and institutional fit in the process.Practical implicationsThis research has practical implications related to sport sponsorship management for event organizers and business operators that seek to promote the healthy and dynamic operations of the sponsor market. Several suggestions for future studies and strategies to increase the media reputation benefits can be drawn from the results of this paper. Sports sponsoring is a process of system engineering and strategic planning, and the integration and coordination of various types of resources are needed.Originality/valueThis study advances the current research about the impact of sponsorship attributes on the media reputation of sports sponsors. The differentiation and exploration of the two kinds of cause fit (i.e. technical fit and institutional fit) expand the dimension of fit in the field of sponsorship. Furthermore, this research provides an in-depth understanding of the mechanism that determines the media reputation benefits that sponsors can reap from a property's activities.

Success factors in managing the sponsor–sponsee relationship—a fuzzy-set qualitative comparative analysis for state-owned enterprises in Germany

PurposeThe purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises.Design/methodology/approachQualitative and quantitative data from Germany are analyzed in a case study approach using fuzzy-set qualitative comparative analysis (Fs/QCA)—an analytic method relevant for describing configurational patterns of causal factors.FindingsThe case study of sponsorships from state-owned enterprises in Germany reveals four alternative configurations of top-management support, sponsee prominence, standardized processes, and sponsorship leverage explaining sponsor satisfaction.Originality/valueThe paper combines two underrepresented but important aspects of sponsorship research, i.e. sponsorship management in state-owned enterprises, in an empirical study. Further, present study adds to sponsorship literature by pointing to fuzzy-set Fs/QCA as a relatively novel method that can capture the phenomenon of complex causality.

Sponsorship selections: corporate culture, beliefs and motivations

PurposeSponsorship can be an effective strategic marketing tool yet it attracts criticism as a corporate indulgence shaped by the personal interests of senior executives. While research into the outcomes of sponsorship is extensive, the practices involved in sponsorship selections have been largely ignored. Today, sponsorship selection in large corporations is recommended to be a formal process involving evaluation criteria aligned to corporate policy and strategic priorities. Yet, in reality, corporate culture influences sponsorship selection, as do sponsorship managers’ beliefs about sponsorship types and motivations. The purpose of this paper is to explore sponsorship selection practices and to consider the interplay between corporate culture and sponsorship managers’ beliefs about sponsorship types and their motivations. The findings provide not only new interpretation of the literature but also reveal a detailed picture of sponsorship selection.Design/methodology/approachThis exploratory qualitative study comprises in-depth interviews with senior sponsorship managers from eight large Australian companies that use sponsorship as a strategic marketing tactic.FindingsThis study concludes that the sponsorship selection process is strongly influenced by corporate culture as well as the sponsorship manager’s beliefs about sponsorship types and their motivations.Originality/valueThis study contributes to the sponsorship management research stream by providing important insights into under-researched factors that influence the sponsorship selection process.

More than competition: exploring stakeholder identities at a grassroots cause-related sporting event

The purpose of this paper is to (a) explore stakeholder identities of a grassroots cause-related sporting event; and (b) gain a better understanding of how identities are related to stakeholder development, support of the event, and future intentions. We used a mixed methods research design that consisted of two studies: qualitative followed by quantitative. Study 1 explored stakeholder identities and how they are related to stakeholder development and support of the event, and Study 2 examined how future intentions regarding attendance, donations, and sponsor support differ based on levels of stakeholder identity. Sports marketing and non-profit management literature streams as well as identity theory and social capital theory informed our studies. The National Kidney Foundation Surf Festival was selected because it is a grassroots cause-related sporting event with financial success over the last two decades. In addition, a surf contest, an action sport, is a unique sport setting in the nonprofit sector, which offers insight to marketers seeking to target subcultures. The findings of the qualitative study revealed three identities relevant to participants: sport subculture, community, and cause. A framework emerged from the data that illustrated how these identities unite together to generate social capital, which is linked to effective volunteer and sponsorship management. Quantitative analysis through survey data provided further evidence of the impact of identification with a cause-related sport activity on consumer outcomes. Results indicated attendees with high surf-related identity are more likely to attend future Surf Festivals, have higher intentions to donate to the cause, and have higher sponsor purchase intentions compared to those with low self-identity with the sport subculture. The conclusion discusses implications, framing the findings through the intersection of the sports marketing and non-profit sector industries, and provides suggestions for future research.

‘Game, Set, Match’: An exploration of congruence in Australian disability sport sponsorship

The effectiveness of sponsorship communications, and thereby the success of corporate sponsorship management, is considerably influenced by the multi-faceted, theoretical concept of congruence. In this paper, sponsors’ management approaches to disability sport relationships are presented, as well as an examination of the role congruence plays in the sponsorship process. The aim of the study was to investigate whether, and where, congruence was a consideration when examining the end-to-end sponsorship management of disability sport properties in Australia. Semi-structured interviews were used to assess congruence within each stage of the sport sponsorship management framework – strategy, objectives, selection, implementation and measurement. The various forms of congruence were found to align with past work of sponsorship in regards to congruence prominence within the management framework. A key distinguishing factor of disability sport sponsorship relationships was the emphasis placed by sponsors on mission and value congruence.

Marketing DSS architecture for sports sponsorship management

As sports marketing is an important business activity for sport organizations, precise marketing actions must be developed frequently. This study considers the business-to-business side of sports marketing. Marketing managers should consider features of each specific corporation for development of appropriate marketing actions. This article suggests a decision support system for generating a proposal and marketing mix for each corporation as sponsor or advertiser based on a case-based reasoning approach. Past marketing plans, customer information and past proposals are valuable documents containing marketing knowledge and experiences. Marketing managers develop and execute marketing plans and proposals. Therefore, understanding how to systematically keep the past marketing and sales histories in an information system, provide a mechanism to efficiently retrieve the most suitable plans or proposals, and facilitate adaptation is very necessary and beneficial to sports marketing managers.

체험마케팅과 스폰서십마케팅을 활용한 테마파크의 운영 분석 : 직업체험 테마파크 키자니아 사례를 중심으로

기업은 실시간으로 쏟아져 나오는 제조품과 서비스에 대한 체험마케팅을 위해 테마파크와 제휴를 맺는다. 테마파크는 기업과의 스폰서십으로 인해 재정적 부담을 덜고, 기업은 마케팅 실패의 위험을 감소시킬 수 있는 상호 이익적관계이다. 이러한 이해 관계의 만남은 새로운 패러다임의 테마파크인 '키자니아'를 탄생시켰다. 본 연구에서는 새로운 패러다임의 테마파크인 '키자니아'의 스폰서십 운영을 살펴보고, 콘텐츠의 체험요소를 Pine II, B. Joseph 와 Gillmore, James H의 체험경제 이론을 대입하여 분석한 후, 그것의 한계점과 새로운 패러다임으로써 발전할 수 있는 효율성 극대화 방안을 제언하고자 한다. Company cooperates with amusement parks to do experience marketing for it's product and service. Company can reduce risk from marketing failure and amusement park can get economic support from company. So sponsorship between company and amusement park is 'win-win' relationship. This relationship finally makes new paradigm of amusement park industry, named 'Kidzania'. This research analyzes experience zone of 'Kidzania' using 'experience economy' by Pine II, B. Joseph and Gillmore, James H. I'll find sponsorship management of this amusement park and make a proposal that how to maximize the effect of amusement park.

The Portfolio Planning and Ranking (PPR) Project

Origin's upstream business started the Portfolio Planning and Ranking (PPR) Project in late 2010 to align individual petroleum business unit plans with organisational strategic goals. The solution generated by the PPR Project provided Origin's upstream business with a consistent platform for absolute and relative assessment of petroleum development opportunity across the organisation. The rapid growth of Origin's upstream business resulted in several different methods for calculating project economics and assessing the merits of potential opportunities. The use of these varied methods saw the need for a consistent and streamlined approach. Through the PPR Project, Origin's upstream business has improved its ability to objectively and effectively assess its assets and development opportunities. The solution provides a transparent and scalable platform for continuous integration of critical business information at the operational level. It also provides the capability to report at a commercially relevant level. The project's key to the success was a holistic approach that included people, process and systems technology. Also important was effective executive sponsorship and project management, ongoing change management and communication and the active participation of managers, subject matter experts and people affected by the project (targetted stakeholders). The project has effectively provided a bridge between technical and commercial disciplines, enabling Origin's upstream business units to make timely and informed decisions, maintain alignment with and support Origin's strategic goals and maximise resource use. Most importantly, an organisational capability gap has been filled with a system that facilitates efficiency and augments governance systems, yet remains flexible enough to effectively manage Origin's diverse petroleum portfolio.

Twenty20 cricket sport sponsorship management strategies: a comparison between India and the UK

Sports sponsorship offers an opportunity for brands to get an edge over its competitors by differentiating and owning a distinct place in the consumer’s mind. Technological developments are further driving sports sponsorship towards being an optimal positioning tool and a prime vehicle for marketers to deliver brand messages, enhance brand experiences and establish relationships with a diverse range of audiences on a global scale. This international comparative study analysed the sponsorship management practices applied to the new and innovative concept of Twenty20 cricket in the UK and India and highlighted the capabilities of sponsorship as an aspect of the promotional section of the marketing mix. The study concluded by discussing the sponsorship management framework, along with the changing dynamics of the global sponsorship industry and the factors that are propelling the development of sports sponsorship management practice through the most effective means of deriving greater returns on investments for sponsoring organisations.

Is construction different? A comparison of perceptions of project management performance and practices by business sector and project type

Although poor project management (PM) performance on construction projects and limitations in PM practices continue to be reported, there has been little research specifically focused on comparing perceptions of PM performance and practices of the construction business sector with other sectors and of construction projects with other types of project. This gap is addressed by a survey of 238 UK organizations, incorporating a sub‐sample from the construction business sector. A questionnaire was used to obtain data relating to perceived levels of PM performance and of levels of maturity in certain PM practices. Those involved in projects in the construction business sector perceived their PM performance to be higher than did those involved in projects from other business sectors. However, there was no difference in perceptions of PM performance on specific construction projects among participants drawn from all business sectors, i.e. owner/clients from other business sectors. In terms of practices the construction business sector reported higher levels of maturity in the management of programmes and organizational support for PM than other sectors. However, in the areas of sponsorship and benefit management the construction sector practices were no more evolved than those in other business sectors.

Managing Sport Sponsorship Programs: Lessons from a Critical Assessment of English Soccer

<h3>ABSTRACT</h3> Following recent increases in the financial value of sport sponsorship programs, some commentators believe this has been accompanied by the development of sponsorship management practices. Despite this, there are still widespread concerns about some of these practices. This study therefore sets out to examine and comment upon the practice of sponsorship management from an English perspective, specifically in soccer. This is an area of sponsorship that has previously been examined and is a sport in which there have been significant commercial developments in recent years. Using face-to-face interviews and questionnaires, 43 corporations provided information about their sponsorship programs. While there is some evidence of good practice, a continuing failure to effectively manage sport sponsorship programs is clear. The study thus concludes by making recommendations about the future development of sport sponsorship management.