scholarly journals Marketing DSS architecture for sports sponsorship management

2012 ◽  
Vol 19 (4) ◽  
pp. 294-299 ◽  
Author(s):  
Behrooz Noori
Keyword(s):  
Sports Sponsorship

A Study on Sports Sponsorship Printing Advertisement Using Eye-tracking

2021 ◽  
Vol 19 (1) ◽  
pp. 347-355
Author(s):  
Sang-Il Park ◽  
◽  
Inje Lee
Keyword(s):  
Eye Tracking ◽  
Sports Sponsorship

Sport league website: an effective marketing communication tool for corporate sponsors

2017 ◽  
Vol 18 (3) ◽  
pp. 314-327 ◽  
Author(s):  
Doyeop Kim ◽  
Matthew Walker ◽  
Jun Heo ◽  
Gi-Yong Koo
Keyword(s):  
Academic Research ◽  
Future Research ◽  
Consumer Attitude ◽  
Communication Tool ◽  
Content Type ◽  
High Profile ◽  
Sport League ◽  
Sports Sponsorship ◽  
Website Interactivity ◽  
Main Effects

Purpose Although high-profile sport league website sponsorships have increased in popularity over the last decade, academic research on the topic has not kept pace, resulting in little knowledge of ways to improve the effectiveness of this sponsorship type. This paper aims to discuss this issue. Design/methodology/approach The current study examined the influence of three website-related variables (i.e. website interactivity, website fit, and website credibility), while controlling for a sponsor-related variable (i.e. sponsor familiarity), on consumer attitude toward the sponsor ad and willingness to click on its banner ad. Hierarchical multiple regression analyses indicated three main effects. Practical implications are discussed with limitations and suggestions for future research. Findings This study found three important things. First, website interactivity played an important role in attitude toward the ad and willingness to click on the banner ad. Second, website fit influenced attitude toward the ad and willingness to click on the banner ad. Third, website credibility influenced attitude toward the ad. Originality/value The findings suggest that in order to maximize online sports sponsorship outcomes, companies must keep in mind that the interactivity between the web users and the site should be regarded as the most pragmatic result which could come from the online sports sponsorship territory.

scholarly journals Effect of sports sponsorship by tobacco companies on children's experimentation with tobacco

BMJ ◽  
1996 ◽  
Vol 313 (7054) ◽  
pp. 400-400 ◽  
Author(s):  
S. G Vaidya ◽  
U D Naik ◽  
J. S Vaidya
Keyword(s):  
Sports Sponsorship

Potential negative outcomes from sports sponsorship

2015 ◽  
Vol 16 (3) ◽  
pp. 20-34 ◽  
Author(s):  
John L Crompton
Keyword(s):  
Poor Performance ◽  
Political Environment ◽  
Negative Outcomes ◽  
Public Sentiment ◽  
Sports Sponsorship ◽  
Team Player ◽  
Or Team

While substantial literature has addressed the benefits that sponsors seek from linking with a sports property, relatively little attention has been given to the potential costs businesses risk from such relationships. This paper suggests that beyond ambushing there are eight risks companies are likely to consider. Four can be controlled relatively easily: liability exposure; insensitivity to public sentiment to changing established rules or formats, the name of a facility or team or a team's uniform; insensitivity to the prevailing societal and political environment; and opposition from workers or stockholders. Companies have less control over: poor presentation of the event; poor performance by either the sponsored team/player or the company's products if the event is being used as a demonstration platform; association with disreputable behaviour; and trauma to performers.

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