The importance of winning: an analysis of the relationship between an athlete's performance and sponsor exposure during televised sports events

Abstract

It has long been assumed that brands sponsoring athletes who excel in competition realise more exposure than brands that do not. But which factors have a significant impact on the amount of exposure a competitor earns? The broadcasts of six major men's golf tournaments were analysed to determine the exact duration and value of sponsor exposure during those broadcasts. Multiple regression analysis was then utilised to determine the impact of several variables on the exposure the competitors realised for their sponsors, resulting in a model that estimates the amount of exposure a competitor should earn, based on these factors.

Citation

Jensen, J.A. (2012), "The importance of winning: an analysis of the relationship between an athlete's performance and sponsor exposure during televised sports events", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 4, pp. 40-52. https://doi.org/10.1108/IJSMS-13-04-2012-B005