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The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw on the network perspective and, as a consequence, split the sponsor–event fit into two constructs: the sponsor–artist fit construct and the sponsor–event organizer fit construct. Then, a model is developed and tested that examines the effect of these two constructs and perceived sponsorship portfolio size on sponsorship success.

The model is tested with data from 330 visitors to two different concerts in Switzerland. Real events with non-student samples are examined. The data are tested using Mplus 6.0 structural equation modeling.

Results report that the sponsor–artist fit, the sponsor–event organizer fit and perceived sponsorship portfolio size are important drivers of attitude toward the sponsor. Moreover, sponsorships that cause positive attitudes toward the sponsor are found to enhance willingness to pay a price premium and purchase intention.

This paper reveals that it is important for sponsorship managers to correctly consider the fit construct and perceived sponsorship portfolio size for sponsorship success. Additionally, the tested model provides an instrument for measuring sponsorship effectiveness.

The current paper reveals new results by investigating the impact of the sponsor–artist fit and the sponsor–event organizer fit on sponsorship success. Furthermore, the current research paper is the first to analyze the effects of a sponsorship portfolio which is not limited to one sponsorship category on sponsorship success.

This study aims to examine the outcomes of consumer perceptions of event social responsibility (ESR) for a sponsored community event and its sponsor portfolio (i.e. group of sponsoring companies). It integrates a new antecedent and new moderators of ESR with extant findings to provide a comprehensive model that is theoretically grounded in social identity theory, congruency theory and image and affect transfer.

The authors test the theoretical framework via a field study of attendees (n = 879) at a sponsored, large-scale sporting event that provided ESR through health and wellness education and activities. A field study is especially appropriate because of the experiential nature of sponsored events and ESR.

Fan identification with the sport is an antecedent of ESR, and motivation to attend the event’s supporting activities moderates the relationship between fan identification and ESR. High event-sponsor fit strengthens the relationship between ESR and word-of-mouth and between ESR and sponsor patronage.

This study illuminates the role of ESR as a key driver of outcomes for events and for their sponsor portfolio. Future research should investigate ESR in contexts other than sport and use longitudinal data that include actual purchases. It should further examine the construct of sponsor portfolio because so many events have multiple sponsors

Event sponsorship offers an attractive platform for brands to demonstrate good corporate citizenship; therefore, marketers should consider ESR as a key criterion when selecting events to sponsor. Marketers should sponsor events with high event-sponsor portfolio fit to enhance the outcomes related to ESR for both sponsors and events. This research generally underscores the importance of creating auxiliary, interactive experiences for event attendees.

ESR entails that events should contribute or give back to the local communities and organizations in a charitable way to both help give back socially and to maximize success as measured by electronic word-of-mouth (eWOM) and sponsor patronage toward brands sponsoring the event.

This research identifies a new antecedent and new moderators of ESR and integrates them with extant findings to create a comprehensive, theoretically grounded model. It investigates outcomes for both the event and its sponsor portfolio, in contrast to the scholarship that tends to focus on the (title) sponsor.

This research aims to explore ways to build a corporate media reputation by sponsoring a sports event (i.e. a marathon), by examining the effects of communication intensity, CEO commitment and cause fit that are most conducive to helping a sponsor gain media reputation benefits.

An empirical study of 122 Chinese marathon title sponsorships is employed that explores the relationship between sponsorship attributes and media reputation construction from the perspective of cause-related marketing theory. Hypotheses are tested with hierarchical regression and interaction analysis.

The results show that a high level of sponsorship communication intensity, the proximity of the sponsor to a sport property, the level of CEO commitment and the level of cause fit contribute to the media reputation of enterprise sponsors. Further analysis also reveals the different interaction effects of technical fit and institutional fit in the process.

This research has practical implications related to sport sponsorship management for event organizers and business operators that seek to promote the healthy and dynamic operations of the sponsor market. Several suggestions for future studies and strategies to increase the media reputation benefits can be drawn from the results of this paper. Sports sponsoring is a process of system engineering and strategic planning, and the integration and coordination of various types of resources are needed.

This study advances the current research about the impact of sponsorship attributes on the media reputation of sports sponsors. The differentiation and exploration of the two kinds of cause fit (i.e. technical fit and institutional fit) expand the dimension of fit in the field of sponsorship. Furthermore, this research provides an in-depth understanding of the mechanism that determines the media reputation benefits that sponsors can reap from a property's activities.

The purpose of this paper is to explore fans’ reactions to corporate naming rights sponsorship of football club stadia and identify a range of contextual factors impacting these reactions.

A qualitative, quasi-ethnographic research design is adopted, focusing on three football clubs in North West England. Data are gathered through online message board discussions, focus groups and auto-ethnographic approaches.

Geographic, image and functional dimensions of sponsorship fit are noted as contextual factors in determining fans’ reactions to corporate stadium names. It is also proposed that some forms of fit (in particular geographic fit) are more important than others in this regard. Beyond issues of fit, three additional contextual factors are identified that potentially influence fans’ reactions to corporate stadium names: prior involvement with the club by the sponsor; fans’ perceived impact of the sponsorship investment; and whether the stadium is new or long-established.

Future research might examine the relative importance and implications of the identified contextual factors, alongside seeking other potential areas of contextual framing.

Sponsorship naming rights negotiations need to be sensitive to a variety of contextual factors. Furthermore, sponsors would do well to have a good awareness of their own brand image and its congruency with the identity of the club and fan base.

This nuanced, qualitative analysis extends existing, quantitative-based research by identifying a range of contextual factors which shape fans’ reactions to corporate stadium naming.

This study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via sponsor–property fit and the moderating effect of the overlapped mission between the sponsor and the property.

A 2 (purpose articulation type: commercially oriented vs noncommercially oriented) × 2 (mission overlap articulation condition: present vs absent) between-subjects experimental design with a control condition was employed with student sample (n = 171). The moderated mediation model was tested using Hayes' PROCESS macro model 8.

The commercially oriented purpose articulation did not improve sponsor–property fit as much as the noncommercially oriented purpose articulation, resulting in less favorable attitudes toward the sponsor. When the mission overlap was simultaneously articulated, the less positive effects of the commercially oriented purpose articulation were weaker.

The findings provided incongruent sponsors with insights on mixed articulation strategies with sponsorship purposes and the overlapped mission.

This study extends previous research by presenting the first understanding of the different processes in which two sponsorship purpose articulations developed attitudes toward the sponsor via sponsor–property fit and by investigating the moderating effect of the simultaneously articulated mission overlap on the processes.

Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit articulation is a strategy that communicates shared associations between sponsor and object. Based on conclusion explicitness theory, this paper aims to conceptualize and tests two fit articulation strategies in sponsorships: open-ended and closed-ended.

Research hypotheses were tested in two experiments.

Only open-ended fit articulation improved brand attitudes. Mediation analyses show that while open-ended articulation influenced brand attitudes through brand image (Study 1 and Study 2) and altruistic motive attributions (Study 2), there was an indirect effect of closed-ended articulation on brand attitudes through global fit perceptions (Study 2).

The results from two experiments suggest that incongruent sponsors should use open-ended conclusions about a shared image dimension. Although explicit arguments may increase global perceptions of fit, they may impede a positive impact on the articulated brand image dimension and generation of altruistic motive attribution. Therefore, sponsorship managers should be careful in terms of using explicit arguments for fit when the sponsorship is incongruent because such arguments may hinder articulation from generating goodwill and a positive brand image.

This is the first paper to develop and test different types of fit articulation strategies in sponsorships.

This study aims to examine how the partnership between StubHub and MLB affected consumers' perceptions of StubHub. The case of StubHub and MLB was selected based on their partnership history and the reputation of StubHub.

A Qualtrics survey panel was used to collect the survey data. Structural equation modeling was used to analyze the relationships between sponsor congruence, brand equity and purchase intention.

Sponsor congruence plays a significant role in consumers' perceived quality of StubHub. Additionally, brand equity significantly influenced purchase intention. More specifically, brand loyalty was the strongest indicator of intent to purchase tickets from StubHub. Brand loyalty and perceived quality indirectly affected the relationship between sponsor congruence and consumers' purchase intentions of StubHub.

Sponsor congruence between secondary ticket markets and sport leagues can provide a competitive advantage, helping create revenue generation and leverage for partnerships. Perceived quality can help facilitate this relationship and increase revenue generation.

While various scholars have identified relationship marketing objectives as a rationale for sports sponsorship engagement, analytic investigations of the implications of a relational approach to the corporate sponsorship network have been slow to materialize. The purpose of this paper is to advance the discussion of sponsorship as a means of industrial sports marketing towards a network conceptualization, which can be dissected from both the perspective of the sponsoring firms and that of the sponsored enterprise.

This paper employs an illustrative case‐based approach to the application of network analysis tools as a means of exploring the relationship marketing dynamics of corporate sponsorship portfolios.

Several research propositions and applicable network analytics are presented within the context of Formula One racing team sponsorship portfolios. The concepts of network range, density, power, growth, and social capital are explored in regards to their influence on network actors and prospective actors.

Though often neglected in sponsorship research, B2B relational objectives are the focus of this paper, where various evaluative methods are suggested and their dynamic implications illustrated.

By utilizing an international contextual case and explicating several analytic network measures, this research extends the investigation of sports sponsorship beyond the image and awareness‐based objectives that have dominated this area of research. This application of social network analysis to the study of inter‐organizational networks in sport builds on the discussion of sponsorship as a bilateral relationship and advances the dialog towards a broader exploration of corporate sponsors and sport enterprises as network partners.

Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared.

This archival analysis study is based on six years of brand tracking data (comprising some 15,500 consumer surveys) supplied by a large Australian company. A sponsorship portfolio matrix is developed to measure the halo effect.

This study demonstrates that a sponsorship’s halo effect can be measured and comparisons can be drawn across sponsorship types within a portfolio. The study shows that despite the significantly higher levels of brand awareness achieved by commercially oriented professional sports sponsorship types, community relations oriented sponsorship types achieve a greater halo effect because of their more positive impact on the sponsor’s brand attributes.

The matrix provides a valuable tool by which sponsorships can be compared, evaluated and managed to meet the longer-term brand and marketing objectives of a company.

The purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference interacts with directional dominance among brands to influence consumer evaluation and behaviors under multiple endorsement and sponsorship portfolios.

The research is a 3 (directional dominance: symmetric dominance vs. asymmetric dominance with existing vs. asymmetric dominance with newly endorsed brand) x 2 (brand memory interference: interference vs. no interference) between-subjects factorial design.

The results indicate that (1) directional dominance influenced consumer brand interference, and directional dominance interacted with brand interference on (2) brand evaluation and (3) purchase intention in multiple brand portfolios.

Considering that conventional single-sponsor sponsorship or single-endorser endorsement portfolios are increasingly rare, research on concurrent circumstances of multiple endorsers and multiple endorsed brands in multiple brand portfolios was necessary. By expanding and reconceptualizing the context of brand networks, this study provides empirical evidence on how the dominance and directionality between endorser and (existing and newly) endorsed brands—an athlete endorser's strong pre-existing association with an existing endorsed brand in particular—influenced consumer brand interference and the brand evaluation in multiple brand portfolios.