Abdullah Demirel
Janet Fink
and Steve McKelvey

Today, sponsorship is a widely-used marketing communications tool. While consumers’ responses to sponsorship have been extensively studied, little research has been conducted on employees’ responses to a sponsorship. Based in social identity theory, this study addresses this gap by examining sponsorship from the perspective of employees of an organization that sponsors a National Football League (NFL) team. A structural model was developed and tested to examine the relationship between team identification, sponsorship related factors (i.e., perceived fit, sincerity, and benefits to the...Read more

Scott C. Ambrose and Nathan Schnitzlein

Rivalries in sports give fans a unique connection with their team, school, or favorite athlete. The game or match may also draw more attention because of geographical considerations, cultural aspects, and team disposition. Furthermore, rivalries in single-player sports expose the intimacy and personalities of the opposing competitors. Understanding rivalries, particularly in individual sports, can give marketers an upper hand in identifying areas to promote their brand. This study analyzes 11 elements of team rivalry defined by Tyler and Cobbs (2015) and applies a similar methodology for...Read more