Negative sponsor behaviour, team response and how this impacts fan attitudes

Heidi M Parker (Assistant Professor, Department of Sport Management, Syracuse, University, 810 Nottingham Road, Syracuse, NY 13224 USA)
Janet S Fink (Associate Professor, University of Connecticut)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 April 2010


This research examines the fan-team-sponsor relationship. It focuses on how the sports team's response to negative sponsor behaviour affects fan/spectator attitudes towards the sponsor. Results indicate that highly identified fans have significantly more positive attitudes towards the team sponsor than fans who are lower in identification. Highly identified fans informed of a negative action by a team sponsor felt more favourably towards the sponsor if the team continued, rather than terminated, their relationship with the sponsor.



Parker, H. and Fink, J. (2010), "Negative sponsor behaviour, team response and how this impacts fan attitudes", International Journal of Sports Marketing and Sponsorship, Vol. 11 No. 3, pp. 17-28.

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Copyright © 2010 by Winthrop Publications Limited

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