searchfortruth.info > Sponsorship Awareness

Sponsorship Awareness

Who Sponsors Whom and Why? An Empirical Investigation of Sports Sponsorships

by

Abstract

This paper applies a two-sided matching model to investigate the formations of sports sponsorships using a dataset containing the shirt sponsorships from 43 English football clubs during the period from 1990 to 2010. We find that sponsorships become less valuable as the distance between the club and the sponsor’s head office grows and that better-performing clubs can attract more distant sponsors. In addition, there is an assortative matching between a club’s attendance and a sponsor’s revenue. Based on the estimates from the two-sided matching model, we simulate the counterfactual matching outcomes if sponsorships on alcohol and gambling are banned. Our estimates suggest that such bans will not have the biggest impact on the (relatively successful) clubs that currently have alcohol and gambling sponsors. Instead, it is clubs with low attendance and clubs in low income, less populated areas will be most affected.

Read More!

The Impact of Sponsorship Awareness in Low Involvement Settings

by

ABSTRACT

The rapid growth of corporate sponsorship (USD $44 billion worldwide), has led to the emergence of ‘sponsorship clutter.’ As a large proportion of companies that are involved with sponsorship have a primary objective of increasing brand awareness, it has become increasingly important to determine how awareness influences consumer responses to sponsorship. However, despite a breadth of understanding surrounding sponsorship and how it impacts consumer behavior, few studies have considered sponsorship from a packaging perspective; particularly in low involvement settings. Using structural equation modeling, this research empirically investigated the relationship between awareness of sponsorship arrangements and consumer response to sponsorship packaging. Results indicate that while leveraging sponsorship on grocery packaging positively impacts consumer responses toward the brand, prior awareness appears to have little impact on this response. Further, awareness of the sponsorship arrangement moderates the relationship between the perceived fit of the arrangement and a consumer’s response to the sponsorship packaging. That is, for

Read More!