Thomas M. Hickman

This study surveyed fans of a college football team and found that nonprofit organizations are positioned to benefit from sponsorship through increased positive word of mouth and donations by fans of the team. Specifically, fan identification, favorability toward the sponsorship, and perception of quality of the nonprofit organization were all predictive of higher levels of positive word of mouth. Cumulatively, these variables led to respondents selecting the sponsoring nonprofit versus a similar non-sponsoring nonprofit in the donation choice phase of the study. This article also examines...Read more

This study investigates how an Ivy League school's football season ticket holders demonstrate their attachment and allegiance to the intercollegiate athletic product through the application of stakeholder theory as a marketing-based construct. This paper merges the tenets of stakeholder theory and the theoretical constructs of attachment and allegiance initially investigated in Covell (2004) to understand the interests and values of these stakeholders, how they demonstrate attachment and allegiance to the sport property, and how they perceive the importance of winning in relation to their...Read more