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The purpose of this paper is to investigate the impact on consumers' memory for sponsor brands while watching sport broadcasts as a function of TV exposure and brand preconditions.

A quasi‐experimental lab study was conducted to detect the drivers of sponsor memorization during German Bundesliga TV broadcasts.

The accurate memorization depends on both exposure variables and sponsor brand preconditions. While the quantity of exposure produces additional recall the amount of on screen clutter significantly affects memory in a negative direction. Brand familiarity and previous brand purchase behavior also influence recall probability.

In order to develop the research further, the sample size should be extended to represent various customer segments. Moreover, this research has a focus on football, therefore it would be interesting to investigate if the same effects hold true for other sports.

Counting seconds of logo exposure and combining these with audience reach too narrowly considers the complexity of sponsorship evaluation. Marketing managers also need to take into account the amount of clutter on screen, i.e. the number of competing sponsors, as well as their brand preconditions.

Most research on sponsor memorization has been conducted in the field, lacking control for the independent exposure measures. Within this study, the impact of refined exposure variables was tested in a controlled lab setting.

The main objective of this research was to measure the effects on sponsor recall¹ at the soccer African Nations Cup (ANC) in Tunisia in 2004. This quantitative investigation used a sample of 308 people who watched the event on television and/or in the stadium. The research demonstrates that there was indeed an effect by type of audience and other variables.

This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor.

A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested.

Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand.

This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.

The purpose of this paper is to investigate how the arena concept is used in sports marketing. The prevailing situation and the development of the arena concept require a combination between sport, business and entertainment.

To fulfil the aim of this study, we have used a qualitative method in the form of a case study. Secondary data and personal interviews were mainly used. Even though an interview guide was used, the key informants were allowed to tell their stories freely and discuss the development of the arena concept over time. Field observations have also been an important input in the process.

In delivering the sport event, there is a complex set of actors that must interact and intervene with each other. This paper contributes to the sport marketing field by analyzing the market situation in a network perspective. It also gives an idea of the relative positions of the organisations making up the network. When a sport club is delivering a sport event, there is a complex set of actors that must interact and intervene with each other, which those actors are and what they bring to the network depends on if you consider the network from a non-commercial sport point of view, or from a business and commercial point of view. In a traditional perspective, the side of the network that is based on the non-commercial or sport side consists of actors that are volunteers and engaged in the team for the fascination of sport.

The arena concept has been an important part in building relationships with different business actors in relation to the surrounding actors and the community. The activity-resource-actor model provides the analytical tools for analyzing the actors, resources and activities for developing the marketing strategy for a sport club.

This paper provides a unique insight into how a sports club has been able to use different resources to create a successful incubation from primarily being a non-profit organisation. The arena concept has been an important part in building relationships with different business actors in relation to the surrounding actors and the community.

Corporate managers often invest in sponsorship as a means of associating a firm, its name or its brands, with a particular sport or event. The strength of that association should therefore be a measure of sponsorship success. In this study, four consecutive years of data collected at the Australian Formula One Grand Prix were used to examine the issue, based on brand recall/association and memory decay as a surrogate indicator of the strength of association. From the literature, several factors were hypothesised to influence positively the strength of brand association and three out of four were confirmed as determinants of this performance indicator. The implications of these findings are considered in the light of sponsorship management practices.

Social exchange theory literature posits that a relationship is dependent on the strength of its social interactions and is clear upon the role of trust, power and commitment within that relationship as a means of value creation. However, an understanding of the nature of experiences, expectations, motivations and perceptions as components of the value derivation process are missing. SET literature does not identify these components as antecedents to value creation but central to value derived. This research builds upon that premise to give understanding into how value is derived from arts sponsorships.

A qualitative exploratory approach is used to research arts sponsorships in New Zealand of differing size, duration and profile.

This research gives understanding into the nature of experiences, expectations, motivations and perceptions as components parts of value derivation and their interactions resulting in the creation of an iterative value derivation model of the life cycle of an arts sponsorship relationship from a business perspective.

This research has relevance for both academics and marketing managers involved in arts sponsorship. The findings from this research can be used as an analytical tool to help businesses when evaluating their arts sponsorship.

The purpose of this paper is to assess the effectiveness of field sponsorship through sponsor recall and recognition across two environments that differ on the degree of felt presence they trigger among viewers: on-site and television. A series of research hypotheses concerning the interaction effects of viewing environment, event – sponsor congruence and arousal intensity were developed.

To test the effect of the viewing environment, a field experiment was conducted where 44 ice hockey fans attended a professional ice hockey game in the local team’s arena, whereas 44 others saw the same game, at the same time, on television. The participants were randomly assigned to one of the two game viewing conditions.

A higher level of arousal was detrimental to sponsor identification in a manner consistent with the intensity of the processing principle according to which arousal polarizes attention resources on the arousing stimulus (the event) while diverting resources away from the peripheral stimuli (the sponsors). In addition, because the event congruent sponsors are more superficially processed in comparison with the incongruent ones, this negative impact was more pronounced in the former group. This was qualified by a three-way interaction with the type of environment; the on-site, direct, audience was less affected by the processing intensity principle and exhibited better recall and recognition than the television audience as arousal and congruency increased, whereas, at lower levels of arousal, higher event – sponsor congruence hampered on-site sponsor identification in comparison with television.

The findings were obtained in the context of a single sports event; additional studies need to be conducted using different sports. In addition, the comparison of on-site audience with other types of media audiences (e.g. on-line broadcasting) is warranted.

Arousal intensity results from the game’s drama, which is a function of game importance and game outcome uncertainty. Hence, except for low-stakes games (e.g. pre-season matches, exhibitions), initiatives that promote a leveled playing field such as salary cap, financial fair play and open leagues are likely to jeopardize sponsor identification, particularly for congruent sponsors. With respect to the impact of the viewing environment, congruent sponsors should reap superior benefits from the television audience when the stakes are low. However, when the stakes are high, their benefits will accrue to a greater extent from on-site spectators.

This is the first study to offer a rigorous comparison of sponsorship’s impact on direct (on-site) versus indirect (television) audiences through a field experiment. This is also the first research to provide a framework based on the processing intensity principle that encompasses predictions related to arousal and its interaction with event – sponsor congruence and the viewing environment. Within this perspective, the degree of sponsor integration in the viewing environment is instrumental in predicting sponsorship outcomes.

This study tested the paths of a structural model that was conceptualised by hypothesising that team attributes affect team identification, which in turn plays a mediating role in sponsor identification and image transfer from event to sponsor. A questionnaire adapted items from relevant constructs in past research and responses were collected from 991 conveniently sampled fans of professional soccer teams in Korea. Data analysis using the SPSSWIN statistical program (v. 12.0) and the AMOS structural modelling program (v. 4.0) found that the data fitted the conceptualised structural model.

Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship network model considers the plurality of stakeholders to a sponsorship and their potential relationships to each other.

This conceptual paper develops a theoretical and conceptual framework to better identify the effect of sponsorship networks on consumer behavior.

Based on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers at the cognitive, affective and conative levels.

This research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized.