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Sponsorships

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

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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.

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Sport Sponsorship As An Image Development Opportunity For New Brands

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Abstract

Brand managers are increasingly using sport sponsorships as a marketing communications vehicle. While brand exposure to a target audience is a primary sponsorship goal, many firms also believe a sport association can be an effective way to enhance brand image. This paper attempts to add to our understanding of this topic by examining the role that sponsorships may play in helping to establish the identity of a brand that is new to the marketplace. Specifically, image transfer effects from sport to brand in the case of a new brand were explored. A second goal of the study was to assess the moderating effect that sponsorship level may have on potential image transfer. With the assistance of previous research in the area of brand associations, schema theory, and congruity theory, hypotheses were developed and tested via two experiments. The experimental results indicated that an announced sponsorship possesses the ability to influence initial image perceptions for a new brand.

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The Impact of Sport Sponsorship on Brand Equity

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Abstract

Recently, traditional marketing communication elements are faced with challenges of reaching increasingly fragmented consumer markets. The companies are forced to find new communication ways due to the highly cluttered market environment. Consequently, corporate sponsorship of sports has become an increasingly popular and one of the fastest growing marketing communication tools which bypasses media clutter and provides the environment where a brand can differentiate itself from the others. Red Bull sponsors various kinds of sport and athletes and through the years became the representative brand of ‘extreme sports culture’ social identity. Therefore, the paper focuses on the Red Bull sport sponsorship and strives to investigate its possible effects and reveal its impact on different aspects of brand equity. Throughout the paper several theories within the fields of cognitive and behavioural learning are applied. First part of the analysis investigates sponsorship through the spectrum of cognitive learning mechanisms whereas second part explores Red Bull’s sponsorship from the behavioural perspective. Achieved...

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Corporate Sponsorship in the Marketing Curriculum: A Preliminary Investigation

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Abstract

Corporate sponsorship of sports, the arts, community events, and causes has been recognized as a marketing communications tool. Corporations and organizations have embraced sponsorship as a vital component of their marketing strategy. The use of corporate sponsorship has increased over the last twenty years and it now provides an economic impact nearing $200 billion, when sponsorship fees and related advertising, sales promotions, and client entertaining are included. Yet despite its widespread use among practitioners, sponsorship continues to receive little attention in the academic environment. This study examined the coverage given corporate sponsorship/events marketing in several current promotion/advertising textbooks. Introduction Corporate sponsorship of sports, the arts, entertainment and causes has been recognized as marketing communications tool. In 1986, the International Events Group (IEG,) estimated the amount of sponsorship spending in North America at approximately $1 billion (Ukman, 1996). By 2005, sponsorship, defined as a cash...

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