FiT Publishing

Choosing the legal structure of a sports institution is one of the key decisions that sports managers must make. Using platform theory and property rights theory, this paper shows that the choice of legal structure influences the revenue composition of sports institutions. We hypothesized that member associations should receive higher sponsorship revenues than private firms because their legal structure offers better protection against hold-up for sponsors and also for customers/members, which in turn leads to increased attention for the sponsor. We tested this prediction using...Read more

This study analyzes the effect of sponsorship announcements on the firm value of sponsoring firms by investigating whether sponsorship announcements have an influence on abnormal returns on share prices. As previous research has neglected sponsorships from different regions and the comparison of sponsorships in different sports, a unique dataset of sponsorship deals between 1999 and 2010 is created (n=629). Using event study methodology the data is analyzed for all sports in general as well as for different sub-samples including soccer, motor sports, and different regions. The results of...Read more

Diverse notions on the effectiveness of sport sponsorship have been discussed to some degree in literature on consumer psychology and shareholder wealth. However, there is little investigation on a micro-level that provides empirical evidence for financial returns resulting from sponsorship. In fact, few studies have explored issues related to the evaluation of sponsorship return on investment (ROI), particularly regarding the scope of measurement. This study investigates the effects of a major Olympic sponsorship on consumers’ actual soft drink choices. It analyzes Nielsen Homescan...Read more

Abstract: Elias Katirtsigianoglou is an interesting figure: outgoing, charming, active, sociable, energetic, successful, and well educated. By the time he reached his early 30s, he had acquired for himself what he called “the package.” He worked as a sales manager in a multinational company for renewable energy and had a personal sales record of approximately $60 million. He owned a house in the United Kingdom, a fancy car, and was in a fruitful relationship. However, at the age of 32, he was diagnosed with testicular cancer and doctors gave him six months to live. As he was resting in a...Read more

Advertising, sponsorships, and other marketing communications are commonplace in the contemporary world of sports. Are sports fans irritated and annoyed by this commercial bombardment or are they accepting of the role of sports advertising? This study investigates consumers’ perceptions of commercial messages during televised sporting events. The results indicate that fans of two of the most popular US sports (NFL and NASCAR) generally have high levels of sport commercial acceptance (SCA) in televised broadcasts. NASCAR fans—particularly those highly identified with the sport—are the most...Read more

Sponsorship funding often represents a significant portion of a niche sport property’s operating capital. Considering professional niche sport properties often solicit the same corporations as mainstream professional sport properties, intercollegiate athletic departments, even arts or music festivals, professional niche sports must understand how their properties can effectively help potential partners achieve their corporate objectives. Therefore, the purpose of the current study was to identify the objectives sponsors deem important when evaluating professional niche sport sponsorship...Read more

While research exists on the marketing of disability sport (Byon, Carroll, Cottingham, Grady, & Allen, 2011), researchers have not yet examined disability sport executives’ perspectives on marketing, promotion, and sponsorship. The purpose of this study was to examine three disability sport (i.e., International Wheelchair Rugby Federation, International Tennis Federation, and United States Tennis Association) executives’ perspectives of sport marketability and the acquisition of sponsors. Key findings include executives’ mixed-support for webcasting, television coverage, and the need...Read more

This sport marketing study establishes a clearer demarcation between an event sponsor and a sponsored event in relation to investigating the potential value of congruity. Based on 1,615 field surveys, we uncover the asymmetrical impact of event-sponsor fit on the title sponsor and sponsored professional cycling event. Specifically, the study reveals how consumers’ positive perceptions of the sponsor rise when they perceive greater fit with the event; yet, congruity does not influence consumers’ attitudes toward the event. That is, even when the event and sponsor are perceived as a mismatch...Read more

The rise in the number of new facilities built for professional sports franchises has significantly increased premium seating inventories in the United States. While the increased availability of premium seating represents an attractive revenue opportunity for teams and facilities, recent economic pressures and increased public scrutiny of corporate spending on sport-related entertainment and sponsorship has made the premium seating selling and retention environment more challenging. Because the current sports literature offers little insight into the motives of premium seating buyers or...Read more

In light of the economic recession, the sport of running has remained strong in the United States, experiencing growth in participation, number of races, and apparel sales (Running USA, 2010). Because this sport grew during a period of otherwise economic decline, and because sponsors are often vital to the existence of road races, the researchers sought to examine sponsor recognition, attitudes toward sponsors, and purchase intentions of road race series participants and to examine differences in these variables based on demographics, level of identification with the series, and usage of...Read more