The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship

Sangpil Han

Hanyang University

Jiwon Choi

The SLATE

Hyunchil Kim

The SLATE

John A. Davis

University of Oregon

Ki-Young Lee

Hongik University

Introduction

Most of the funding for large-scale global sports events, such as the World Cup and Olympic Games, relies on sponsorship. A little over 15 sponsors1 paid a tremendous amount of money to become an official sponsor of the World Cup, giving them protected and exclusive sponsorship rights (Ku & Shim 2007). Official sponsors seek economic benefits by employing diverse and exclusive marketing activities throughout the duration of the World Cup. As shown in the World Cup case, while global sports events attract the attention of many marketers, it is common that only a few big brands end up investing significant resources in, and thereby dominating, these events as sponsors.