Sponsorship: Sports sponsorship

 

This article discusses some key issues relating to sponsorship of the 2008 Olympic Games in Beijing, based on Ipsos tracking research. China Mobile ranked first in the Sponsorship Performance Index, f ...

In this article, Charles Bal, M-SMG Research, Pascale G Quester, University of Adelaide, and Stephane Boucher, SponsorClick, argue that the consumers' emotional reactions at a sponsored event will be ...

Brands see major live events as opportunities to connect with consumers and to build brand equity and sales. In this article, we describe how the classical MCATM methodology was adapted and how a modi ...

With an on-site study at a sponsored event, we construct and test competing models to examine the relationship among event attendees, sponsorship, community involvement, and the title sponsor’s brand ...

Despite the popularity of sponsorship, there remains a paucity of research attention. This is especially the case when considering the product relevance issue (the fit between the sponsor and the acti ...

Describes how brands like Sprint and Pepsi are exploiting sponsorship of the National Football League.

Event sponsors often do not receive proper credit for their efforts. This issue was examined in a field study involving over 300 baseball fans attending minor league games during the summer season. Si ...

Advertisers spend millions of dollars on Super Bowl advertising. Are those ads part of larger campaigns? Specifically is the Web integrated with Super Bowl advertising? This study examined overall str ...

This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship. While it remains a real threat to the strategic co- ...

Following recent increases in the financial value of sport sponsorship programs, some commentators believe this has been accompanied by the development of sponsorship management practices. Despite thi ...

This paper describes an innovative approach demonstrating the effectiveness and utility of an internationally validated tool that allows marketers to pre-qualify sponsorships – before they make their ...

Discusses the potential value of strategic alliances between the partners in sports sponsorship, and reports a research project into attitudes to this. Key building blocks and obstacles are examined: ...

Xavier Quattrocchi-Oubradous, co-founder and CEO of SponsorClick, explains why sponsorship marketing should be taken seriously as a new element in the marketing mix. He defines it as the channel by w ...

This study presents the first analysis of the impact of NASCAR sponsorship announcements on the stock prices of sponsoring firms. The primary finding of the study--that NASCAR sponsorship announcement ...

Describes how sports sponsorship is used by Visa USA, and points out the importance of concentrating on the essentials, providing what the fans want, and not getting in the way of that, for example th ...

Adam Wylie, co-founder of 23red, shows how a failing event was repackaged, represented and re-promoted to become a major opportunity for its business partners.

Lorna Hawtin describes Imperial Leather’s award-winning sponsorship programme of the 2002 Commonwealth Games in Manchester, UK.

The relationship between advertising agencies and their clients has been the subject of some research, including studies conceptualizing it from an agency theory perspective. The increasingly importan ...

The author argues that the rapid escalation in sponsorship costs is mainly due to the strong but misguided link between TV rights and sponsorship rights. He shows that only TV visibility seems to corr ...

The author describes how his company used Super Bowl with return on investment being central to their involvement in the event. He argues that the same principles apply whatever the size of the event ...

The author describes how his Company's affiliation with golf had been highly successful. He outlines involvement with prestigious pro-am and charity golf classics. He describes how, through TV, cust ...

The author discusses the use of sports and event sponsorship to develop brand awareness. Objectives are listed and the role of sponsorship is seen as achieving an emotional bond with the consumer whi ...

The coming of age of Generation Y in the United States represents the largest inflow of new consumers to the U.S. automotive marketplace in over two decades. This paper/presentation concerns how and w ...

Continuing our series of legal briefings, Rosângela Delgado and Paula Foschia outline the legislative structure surrounding advertising to children in Brazil.

Contrary to the plethora of critical articles recently appearing in both the popular and business press, this carefully controlled investigation of 49 stadium-and arena-naming-rights agreement announc ...

The rationale behind sponsoring is as varied as the definitions of sponsorship itself. A logical approach to sponsorship decision making would dictate that firms should have clear targets and goals fo ...

Karen Earl briefly describes a successful campaign for Coca-Cola and its sponsorship of the soccer World Cup, with a special one day link with Sainsbury's stores when the cup itself was on display. T ...

This paper seeks to answer a major question: how effective is sponsorship? This paper argues the case for sponsorship and search for ways in which effectiveness can be evaluated. The paper particularl ...

A primary goal of sports marketers in to engender fan identification with a team and/or its athletes. Previos research has shown that identification appears most likely when fans perceive a personal s ...

Describes an exploratory research study investigating attitudes to sponsorship and how these can be measured. This includes the possible effects of low involvement, peripheral information processing. ...