Windy Dees
Colin Gay
Nels Popp
and Jonathan A. Jensen

Brand awareness is frequently cited as a main objective for firms engaging in sponsorship and is often used as a measurement of sponsorship effectiveness. Meanwhile, sport sponsorship has evolved from static signage and one-way messaging to include an exhaustive list of assets and intangible rights, along with extensive on-site activation, each with a specific incremental cost. Yet, it is unknown whether the mix of assets and rights firms may choose to purchase, along with an investment in activation, impacts their ability to generate greater sponsorship effectiveness in the form of brand...Read more

Hojun Sung
Changi Nam
Minki Kim
and Seung Hun Han

Sport sponsorship has increased the value of sponsoring firms by becoming a key factor in the communication mix with customers and investors that can enhance corporate image and stimulate the sales of products and services (Javalgi, Traylor, Gross, & Lampman, 1994). Several studies show that sport sponsorship can lead to positive stock returns, which is consistent with modern corporate finance’s ultimate goal of maximizing firm value (Chen & Chen, 2012; Cornwell, Pruitt, & Clark, 2005; Miyazaki & Morgan, 2001; Pruitt, Cornwell, & Clark, 2004; Reiser, Breuer, &...Read more