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Information and insights on sponsorship as a marketing channel
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The Value of Winning in Motorsports: Sponsorship–linked Marketing
Robert Van Ness, Stephen W. Pruitt and T. Bettina Cornwell, Journal of Advertising Research, Vol. 41, No. 1, January/February 2001
Corporate sponsorship of events, especially sports, has become a commonplace marketing communications tool.
Corporate sponsorship of events, especially sports, has become a commonplace marketing communications tool. Still at question in sponsorship-linked marketing programs is the economic value of the firm. Also largely unexamined in marketing research on sponsorship is the impact of participation outcomes. For example, is it more valuable to the firm to sponsor a winner, or is it simply participation and, thus, exposure that brings value to the firm? This study presents an analysis of the share-price impact of sponsoring the drivers in the Indianapolis 500 mile race to assess the value of motorsports victories and participation within a firm's sponsorship-linked marketing strategy. This approach allows the use of historical data in the analysis of the value of sponsorship. While the findings of the study suggest that autoracing sponsorships involving products that are not closely linked to the automotive industry probably offer little chance for increasing overall corporate valuations, sponsors with logical or matched ties to the consumer automotive industry registered statistically and economically significant gains in their share prices around the time of their sponsorship victories.'Win on Sunday, Sell on Monday-an old adage founded by Detroit's automakers, which has withstood the racing test of time.-Economaki, 1997
Assessing Market Value of Event Sponsoring: Corporate Olympic Sponsorships
Angela G. Morgan and Anthony D. Miyazaki, Journal of Advertising Research, Vol. 41, No. 1, January/February 2001
The difficulties of evaluating sports sponsorship are well known. In this study Miyazaki and Morgan use 'event study analysis' to assess corporate sponsorship of the 1996 Olympic Games.
The difficulties of evaluating sports sponsorship are well known. In this study Miyazaki and Morgan use 'event study analysis' to assess corporate sponsorship of the 1996 Olympic Games. The theory, well known in financial circles, is that consequences of an activity are reflected in the market price of the sponsor's stock. The authors examine the changes in company market value (share price) following the announcement of Olympic Sponsorship, and conclude that this type of activity was of positive value to participating companies.
Attitudinal Effects of Combined Sponsorship and Sponsor's Prominence on Basketball in Europe
Pascale G. Quester and Thierry Lardinoit, Journal of Advertising Research, Vol. 41, No. 1, January/February 2001
The authors report on an experimental study to examine the effects (broad measures of attitude to two brands)) of two types of sponsorship activity - on-site sponsorship and TV sponsorship announcements (and their combined effect).
The authors report on an experimental study to examine the effects (broad measures of attitude to two brands)) of two types of sponsorship activity - on-site sponsorship and TV sponsorship announcements (and their combined effect). The study used test/control videos of a basketball game, exposed to young adults in Belgium. They concluded that synergy between on-site and TV announcements does not seem to exist -but that brand share is a factor.
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