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Given the public availability of secondary data on investments in events such as the Olympics, FIFA World Cup and professional sports, event studies that measure stock market response to these investments have grown. Previous findings are mixed, however, with some studies suggesting that the announcement of sponsorship contracts is a positive event and others finding detrimental effects of the announcement on shareholder value. This study aims to analyze the mixed findings from event studies in sport sponsorship to determine if sponsorship announcements influence stock market response.

The meta-analysis examines more than 20 years of research on event studies in sponsorship (34 studies).

The overall results show a positive, but non-significant effect of partnership deal announcements on shareholder wealth. Further analysis considers the effects of sponsorship announcements by each type of event window to see the impact of the announcement relative to time (pre-announcement, announcement day, post-announcement and pre- to post-announcement). This closer examination of the event window shows that stock prices of sponsoring organizations increased in the pre-announcement window.

Quantitative meta-analytic findings indicate that information about sponsorship deals appears to leak to share markets and positively influence share price. This finding suggests that sponsoring the sports and events found in these event studies is seen as value enhancing for sponsoring firms.

Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity index seeks to capture the consumer's extended experience with sport (rugby) and considers the relationship of this overall experience to sponsorship-related outcomes of interest. Initial development of the index, based on a convenience sample of 108 people visiting a sports centre, shows promise.

An empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively associated with the awareness of event sponsors. In addition, the findings reveal the negative impact of advertising and sponsorship clutter on individuals' recall and recognition of sponsors.

The purpose of this work is (1) to supply a framework of actors in sport sponsorship and articulate the service relationships that support these partnerships and (2) to propose research questions in this space that are unaddressed and forward-looking.

Sponsorship is part of a complex network of actors and service relationships found in sport. The sports team, activity, or event is a sport property, often with long-term and dynamic service relationships. The authors consider how a sponsor's relationship with the sport property intersects with organizing bodies, venues, communities and society. The authors identify clusters of actors that interact with and influence other clusters (e.g. governing bodies, media, host community and venue/teams/fans) within an ecosystem, paying special attention to aspects of co-creation and co-destruction and the feedback loops that cause them.

Through this analysis, the authors identify areas of needed research at the intersection of sport sponsorship and service. The model synthesizes the literature from service-dominant logic, sports, sponsorship, systems thinking and co-creation/co-destruction research areas. Using the model and relevant cases, the authors can better understand the complexities of sport service relationships and advance research at the intersection of sport sponsorship and service.

This is the first sport sponsorship service ecosystem model. It is also the first integration of systems thinking with constructs in sport sponsorship and services.

The purpose of this paper is to review the existing literature on sponsorship‐linked marketing and to present a set of research propositions.

The approach to the research propositions was to explore the existing literature to discover areas where opportunities for further research exist.

The authors propose that not only does sponsorship‐linked marketing influence attitudes towards the sponsor, but that the relationship is that of an S‐shaped curve where the incremental impact of sponsorship is slight for brands with very little or very strong attitudes established towards the brand. The most dramatic influence that sponsorship‐linked marketing will have is for those sponsors with a moderate amount of established brand attitude. The authors also present an argument that extreme congruity or extreme incongruity will drive brand awareness more dramatically than an expected level of sponsor‐property congruity, thus suggesting a U‐shaped relationship between awareness and congruency. Moreover, while an extremely incongruent partnership may gain widespread attention, it is unlikely to positively influence an emotional or behavioral response for either the property or sponsor.

The majority of the previous literature regarding sponsorship‐linked marketing proposed or assumed a linear relationship between current brand attitudes and the impact of a sponsorship. This paper suggests that this relationship is actually non‐linear and is, in fact, an S‐shaped relationship. Further, while congruency was believed to be linearly related to awareness, this paper proposes that the association between awareness and congruency is a U‐shaped phenomenon.

The purpose of this paper is to better understand how consumers perceive and process danger in American football and why they continue to enjoy watching the sport given society’s increased understanding of the danger to the athletes.

Two studies, one lab study with eye-tracking (N = 152) and one survey study (N = 444), were conducted. Study 1 examines how the perception of danger associated with football mediates the relationship between exposure to violent or nonviolent video clips and enjoyment of watching video clips. Study 2 examines how device type and screen resolution influence perceptions of danger associated with football.

Findings support the role that perceived danger plays in sport viewing enjoyment. The results are in keeping with reversal theory where individuals have a protective frame that allows them to experience negative emotions (e.g. anxiety) as positive (e.g. excitement). The research also shows that for larger devices, the perception of danger associated with football is significantly influenced by high resolution.

The work, through considering the way consumers experience sport, questions societal tolerance for entertainment that is dangerous to sport participants.

The findings of this work corroborate past research that has found that consumers of sport do enjoy danger for athletes in their viewing experience. Reversal theory is utilized to explain how negative emotions are experienced as positive. The work extends past findings by showing that the characteristics of the device used (large size and high resolution) during sport viewing influence perceptions of danger.

Recent research into consumer responses to sponsorships has examined the role of sponsor‐event fit on cognitive and affective responses. However, influences on sponsor‐event fit have received little consideration. In this study, a sponsor’s brand equity is evaluated as a facilitator of sponsor‐event fit. Six sponsors (three high equity/three low equity) were paired with six events. Results of hypothesis testing indicated that sponsors with high brand equity were perceived as more congruent sponsors than sponsors with low brand equity even though the events sponsored were identical. Also, a positive relationship was found between sponsor‐event congruence and favorable attitudes toward the sponsor. Results of this study suggest that consumers’ attitudes toward sponsors are comprised of associations other than the sponsor‐event association. While lesser known brands can use sponsorship as a brand‐building vehicle, they may not attain the same level of results as their high equity counterparts.

This article examines the issues related to US foreign‐trade zones as perceived by the zone managers. A longitudinal study of foreign‐trade zone managers was conducted. The results of the two surveys and an extensive dialogue with foreign‐trade zone managers suggest a continuing lack of awareness and understanding of the benefits of zone operations on the part of potential zone users. Implications are discussed from a marketing management perspective.