FiT Publishing

Marketers allocate significant resources to purchase the rights to the sport intellectual property (SIP) of sponsored properties. However, the effectiveness of SIP in influencing sponsorship-related outcomes, such as brand attitudes and purchase intentions, are lacking in empirical studies. Further, it is unknown whether moderators such as congruence, brand equity, and articulation influence SIP usage outcomes. Therefore, between-subject experimental designs involving the manipulation of package designs were undertaken across three studies. Results indicate the use of SIP on packaging was...Read more

As gender equity has become an important issue throughout the sport industry, this research seeks to fill a gap in the literature related to whether sport sponsor retention differs across sponsorships of similar men’s and women’s sport properties. Even aft er controlling for a host of potentially confounding variables, a quantitative analysis of sponsor decision-making related to more than 750 event title sponsorships indicates that sponsoring firms are just as likely to renew sponsorships of women’s events as men’s events and those featuring competitors of both genders. Viewing these...Read more

One of the newest opportunities available to sport marketing decision-makers is branding on the game-worn jerseys of teams competing in the National Basketball Association (NBA). Given the novelty of this opportunity, research on the returns marketers may receive from such investments is scarce. This study applies the event study methodology to measure shareholder reaction to the announcements of NBA jersey sponsorships utilizing multiple financial models and event windows, with results indicating abnormal and positive return on investment (ROI). Reflective of signaling theory, the market’...Read more