FiT Publishing

While previous studies have focused on the value of the endorsement contracts at the moment they are signed, the performance during the contract has drawn limited attention, and the few studies focusing on this period have produced inconclusive results. To fill this gap, we hypothesize that the tournament type and the athlete’s level of sports elitism can influence this “sport results-business performance” relationship. The inclusion of the tournament type fills a gap in the literature as most studies have examined the potential effects of endorsement strategies without observing the...Read more

This study investigated the sport sponsorship effects by applying the traditional response hierarchy models. Measured by a neuromarketing technique (i.e., electroencephalogram [EEG]), the study analyzed how sport fans’ sensation and emotion influence sponsorship effects. The Korea Republic National Football Team’s A match videos were shown as experiment stimuli to manipulate participants’ arousal and emotion in the experiment. Based on alpha blocking and hemispheric laterality theories, the current study found that alpha blocking occurred when participants were exposed to sensational...Read more

While the effects of sport sponsorship are widely researched, many studies suffer from a lack of generalizability and are oftentimes cross-sectional, given the challenges inherent in the collection and analysis of longitudinal data. This study seeks to remedy these issues by analyzing a longitudinal, heterogeneous dataset comprised of more than 500 sponsorships of North American sport leagues spanning 14 years. Results reveal an 8% increase in brand recognition in the first year following the initiation of the sponsorship. However, lagged variables indicate that the effect is reduced...Read more

Social media has become an important frontier in the sport sponsorship paradigm (Dees, 2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & Fernandes, 2018). Despite this potential, the extent to which social media content, as part of a sport sponsorship’s leveraging activities, can yield consumer engagement behaviors is unknown. Thus, the purpose of this study was to examine the impact of integrating sponsors into the social media posts of sport organizations on fan engagement. A total of 13,542 Instagram posts from four professional sports teams were...Read more

The aim is to advance the understanding of how brand-property congruence and articulation strategy influence the perception of jersey sponsorships and how consumer-level factors such as team identification affect sponsorship outcomes. Different types of fi t and sponsor categories were tested to determine the most effective type of fi t as determined by outcomes of attitude toward team and sponsor, sponsor patronage, and perceptions of team and sponsor social responsibility. With a pretest (n=154) and two experiments (n=169, n=172), results indicated sponsors with a functional-based fit...Read more

This research aimed to examine (1) the effect of domain overlap between CSR activity and Corporate Social Irresponsibility (CSI) (i.e., CSR strongly or weakly associated with CSI) on attitude toward the sponsor via CSR perception of sponsor and (2) the moderating effects of perceived firm-serving motive for CSR activity. The authors conducted two experiment studies: Study 1 tested the mediation model; Study 2 assessed the moderated mediation model. Participants reported a less positive attitude toward the sponsor when CSR was strongly associated with CSI (i.e., in the high CSR-CSI domain...Read more

To overcome the negative stigma due to their association with ticket fraud and price inflation, research has suggested secondary ticket market companies partner with professional sport leagues and teams. Moreover, such a partnership can increase revenues of the ticket market companies. However, additional research is needed to explore how official partnerships influence consumers’ attitudes and purchase intentions. Relevant findings clarify the mechanism through which official partnerships affect secondary ticket providers’ financial success and provide insight into consumers’ attitudes...Read more

Professional niche sports are tremendously reliant on the resources received via corporate sponsorship as they are unlikely to attract substantial revenue via media contracts, ticket sales, or merchandise sales, especially when compared to mainstream sports. Furthermore, niche sports are vying for the same corporate support as their more established mainstream counterparts. However, niche sports have been found to have the ability to provide sponsors with a more specific demographic of fans compared to mainstream sports. If that demographic aligns with a corporation’s target market, the...Read more

Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how...Read more

This study quantifies the negative effects of corruption on sponsors of the Indian Premier League (IPL) and presents unbiased sponsor-linked outcomes as its results. The event study methodology was used for the purpose of measuring the reaction of the Indian shareholders to the unexpected event that was the decision of the Supreme Court of India to ban two teams and several officials from cricketing affairs for life in response to the discovery of corruption. The results of this study show there is an immediate loss in firm value for sponsors that are linked to events and teams proved to...Read more