Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study

Abstract

The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy of moderate advertising increases the brand recall rate and does not harm the team's image. From a managerial perspective, this study highlights the risks of excessive use of sponsor logos and provides a framework for determining the optimal level of on-shirt advertising for professional teams.

Citation

Mikhailitchenko, A.G., Tootelian, D.H. and Mikhailitchenko, G.N. (2012), "Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 4, pp. 25-39. https://doi.org/10.1108/IJSMS-13-04-2012-B004