To read the full version of this content please select one of the options below:

Sport sponsorship decision making in a global market : An approach of Analytic Hierarchy Process (AHP)

Seungbum Lee (University of Akron, Akron, Ohio, USA)
Stephen D. Ross (University of Minnesota, Minneapolis, Minnesota, USA)

Sport, Business and Management

ISSN: 2042-678X

Article publication date: 13 July 2012

Abstract

Purpose

The purpose of this study is to identify the decision making factors of sport sponsorship in the global market context using Analytic Hierarchy Process (AHP).

Design/methodology/approach

To facilitate AHP hierarchy construction, three criteria level factors and a total of 13 sub‐criteria level factors were identified though literature review, expert panel review and pilot test. A total of 410 email accounts from global corporate sponsors were contacted three times to request on‐line survey participation.

Findings

AHP local weights showed that sport team factors were far more important decision making factors than the country factors and environment factors. AHP global weights showed that media exposure opportunity was the most influential factor followed by sponsorship fit, team image and fan base strength.

Originality/value

This study, the first to utilize AHP in sport sponsorship literature, examined sport sponsorship in the global market context by contacting corporate sponsors.

Keywords

Citation

Lee, S. and Ross, S.D. (2012), "Sport sponsorship decision making in a global market : An approach of Analytic Hierarchy Process (AHP)", Sport, Business and Management, Vol. 2 No. 2, pp. 156-168. https://doi.org/10.1108/20426781211243999

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited