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Abstract

Details

The Game Plan of Successful Career Sponsorship
Type: Book
ISBN: 978-1-78756-296-7

Abstract

Details

The Game Plan of Successful Career Sponsorship
Type: Book
ISBN: 978-1-78756-296-7

Abstract

Details

The Game Plan of Successful Career Sponsorship
Type: Book
ISBN: 978-1-78756-296-7

Abstract

Details

The Game Plan of Successful Career Sponsorship
Type: Book
ISBN: 978-1-78756-296-7

Article
Publication date: 6 February 2024

Qian Wang, Stéphan Fuchs and Guillaume Bodet

This study explores the motives and objectives of sports sponsorship in China, taking into account the sports, social and cultural contexts. It also adopts a comparative approach…

Abstract

Purpose

This study explores the motives and objectives of sports sponsorship in China, taking into account the sports, social and cultural contexts. It also adopts a comparative approach to examine the sponsorship of elite and grassroots sports events in China.

Design/methodology/approach

This study adopts a qualitative approach, employing semi-structured interviews with representatives of nine companies sponsoring elite and/or grassroots sports events in Western China. The data were analyzed through reflexive thematic analysis.

Findings

In China, sponsors are frequently driven to sponsor elite sport events by a sense of obligation and responsibility to the country, whereas their motives to sponsor grassroots sport events is primarily influenced by sincerity and goodwill. Chinese companies consider brand awareness, exposure and the relationship with the government and authorities as key factors for sponsorship, and use sponsorship to achieve market-related objectives.

Originality/value

Companies’ sponsorship motives and objectives have received significant attention in the literature, but mainly in Western countries. In the context of China, this study identifies how sponsors utilize social networks to shape their motives and objectives. It also reveals certain patterns common with the current literature, as well as specificities such as how the roles of the government and authorities are linked to the contingent economic and social context of the country. Furthermore, the differences between elite and grassroots sports events sponsorship are explained.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 October 2005

Reinhard Grohs and Heribert Reisinger

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses…

1921

Abstract

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors. The results suggest that event-sponsor fit has a positive impact and is the main driver of the strength of image transfer. Event involvement also positively affects image transfer, but the magnitude of this effect is lower. Sponsorship exposure does not have a significant influence. However, there is an interaction between event-sponsor fit and sponsorship exposure, indicating that higher exposure leads to an increased image transfer if the fit between event and sponsor is high. Implications of results for the choice and design of sport sponsorships are discussed and further areas of research identified.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 20 April 2015

Jens Blumrodt and Philip J. Kitchen

The purpose of this paper is show how sponsors in a major sponsored event may react when facing a potential doping affair. The Tour de France cycling competition is a premier…

2955

Abstract

Purpose

The purpose of this paper is show how sponsors in a major sponsored event may react when facing a potential doping affair. The Tour de France cycling competition is a premier global sporting event – broadcast worldwide – and thus attracts very significant sponsorship. Cycling teams are named after their team sponsors. Recent global news has, however, shown that there are doping scandals involved in this event which impact both teams and team sponsors. When a doping scandal occurs in a team, the sponsors have to react rapidly and expeditiously to protect their brand reputation.

Design/methodology/approach

To ascertain potential reactions, team sponsors are interviewed in depth and their reactions to a doping affair assessed. The sponsors represent different brands and their commitment as team sponsors also varies.

Findings

Research shows that sponsors react similarly when a doping scandal occurs in their team and adopt similar communication strategies in that situation. While best practice is apparent, doping policies put into place by sponsors nevertheless differ. These practices are more than just preventative in nature, i.e. they anticipate and try to prevent doping affairs.

Practical implications

The teams and sponsors are engaged in a long-term relationship to build brand heritage. Undoubtedly, doping is taken very seriously, as consequences can be severe. In this sense, the sport, the teams and the sponsors share the same vision and objectives.

Originality/value

Team sponsors reactions while facing a potential doping affair have not yet been assessed. Best practices become visible which might serve as guidelines in other global sporting events, also generating significant sponsorships.

Details

Journal of Business Strategy, vol. 36 no. 2
Type: Research Article
ISSN: 0275-6668

Keywords

Open Access
Article
Publication date: 22 December 2023

Khaled Hamad Almaiman, Lawrence Ang and Hume Winzar

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

1922

Abstract

Purpose

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

Design/methodology/approach

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

Findings

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Research limitations/implications

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Practical implications

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Originality/value

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

Details

European Journal of Marketing, vol. 58 no. 13
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 30 January 2024

Ziyuan Xu, Yuanyuan Cao and Hirotaka Matsuoka

The impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite…

Abstract

Purpose

The impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.

Design/methodology/approach

This study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.

Findings

This study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.

Originality/value

This is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 12 January 2024

Li Chen, Yiwen Chen and Yang Pan

This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares…

Abstract

Purpose

This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert influencer) and brand characteristics (i.e. brand establishment and product involvement).

Design/methodology/approach

This study uses a unique real-world data set that combines coded variables (e.g. customization) and objective video performance (e.g. sharing) of 365 sponsored videos to test the hypotheses. A negative binomial model is used to analyze the data set.

Findings

This study finds that the effect of video customization on video shares varies across contexts. Video customization positively affects shares if they are made for well-established brands and high-involvement products but negatively influences shares if they are produced by mega and expert influencers.

Research limitations/implications

This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory, this study teases out different conditions under which video customization is more or less likely to foster audience engagement, which both influencers and brands care about. The chosen research setting may limit the generalizability of the findings of this study.

Practical implications

The findings suggest that mega and expert influencers need to consider if their endorsement would backfire on a highly customized video. Brands that aim to engage customers with highly-customized videos should gauge their decision by taking into consideration their years of establishment and product involvement. For video-sharing platforms, especially those that are planning to expand their businesses to include “matching-making services” for brands and influencers, the findings provide theory-based guidance on optimizing such matches.

Originality/value

This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

Keywords

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