Understanding sport-related emotions in sponsorship

Charles Bal

Many brands invest in sport properties to benefit from the visibility they offer, but ignore their emotional content.

Understanding sport-related emotions in sponsorship

Charles Bal

No matter what the level of 'mediatisation' and marketing exploitation, sport remains an indelible cement in most modern societies. Even the recent raft of cheating and doping scandals are not strong enough to seriously damage the public's devotion to sporting events.

Despite their omnipresence in sport in general and their key role in attracting spectators to sporting events, sportrelated emotions, and the part they play in marketing, have not come under much scrutiny.

This is surprising, considering that sports events have, for a long time, been the place for brands to be –...

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