Analyzing price premiums in international sponsorship exchange: What drives marketing costs in Formula One racing?

With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny.
Jensen et al


  • Results in this international context indicate companies high in brand equity should scrutinize sponsorship prices, particularly in cases of shared nationality.
  • Sponsors should take advantage of otherwise congruent and uncluttered sponsorship relationships and strongly consider high-performing teams, because the well-established theoretical benefits may not be associated with significant price

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