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1.
Dogan Unlucan 《Soccer & Society》2015,16(1):42-62
The growing popularity and developments in football/soccer have affected the football/soccer industry dramatically. The popularity and developments have increased the interest of companies in the last two or three decades. Companies have started to invest and become a sponsor of football/soccer clubs. Jersey sponsorship has emerged as a result of the increasing interest and investments. Nowadays, the jersey sponsorship is popular and has become an important type of revenue source for football/soccer clubs. As a result of popularity of jersey sponsorship, jersey sponsors must be investigated and analysed. This paper deals with the industry classification of the main jersey sponsors which have names and logos on the front of the football/soccer clubs home jerseys. A total of 1147 football/soccer clubs in 79 countries top leagues, as of 31 December 2012, have been investigated. The Industry Classification Benchmark is used to classify the industries of the main jersey sponsors of football/soccer clubs. 相似文献
2.
《Sport Management Review》2020,23(3):401-413
In this study, the authors investigate the impact of sport sponsorship announcements on the stock prices of sponsors and their rivals in Japan. The event study analyses show that while market reactions for Japanese sponsors are significantly positive, those for rivals are significantly negative. Thus, in Japan, sponsorships might help sponsors build a competitive advantage over their rivals. During 2010–2014, market reactions for sponsors are significantly more negative but less so when the sponsored party is Japanese. 相似文献
3.
《Sport Management Review》2020,23(3):469-481
Brand managers often use sport sponsorship to position a brand in terms of human-like personality traits (e.g., exciting or sophisticated) and demographic characteristics (e.g., young or masculine). Yet, little is known why, how, and under which conditions such associations transfer from a sport property to a sponsor brand. The present study introduces spontaneous trait transference as a mechanism and explicates that its properties can account for such associative transfer effects in typical sport sponsorship contexts with unintentional exposure and limited control. Two experiments show that, consistent with spontaneous trait transference predictions, (a) sport sponsorship transfers only the sponsored sports’ focal traits (but no general evaluative halo) to the sponsors, (b) spontaneous trait transfer occurs for both sport personality and age traits largely independent from each other, and (c) transfer effects occur for unfamiliar brands, but also (to a lesser extent) for familiar brands. Practical implications of these findings for the selection of sponsorship properties, the design of sponsorship communication, and for targeting specific consumer segments with appropriate sponsorships are discussed. 相似文献
4.
Joe Cobbs 《Sport Management Review》2011,14(3):287-296
Theorists have emphasized brand differentiation in achieving a competitive advantage through sponsorship, and managers of sports sponsorships have recognized product category exclusivity as among the most valued rights afforded sponsoring firms. Yet the proliferation of sponsorships in the sports marketplace poses a challenge to sponsors attempting to establish a unique brand position apart from the clutter. The competition between corporate rivals for sponsorship exclusivity in the world's highest profile sporting arenas has begun to spill into the courtroom. The purpose of this paper is to review the cases of MasterCard versus FIFA, and AT&T versus NASCAR, and discuss the relevance of these contract disputes to sponsorship scholars and practitioners. Specifically, the courts’ finding of irreparable harm faced by the excluded sponsor offers an intriguing legal recognition of the theorized goodwill and inimitability of corporate affiliation with a specific sponsored enterprise. The cases also contribute an opposing view of best practices, where legal ramifications arise from treating sponsorship as a property-based resource and neglecting the relational dimensions of collaborative communication, trust, and commitment emphasized by contemporary sponsorship theory. 相似文献
5.
《Sport Management Review》2016,19(3):293-305
Despite the exponential growth of corporate expenditure on sponsorship, to date there has been little exploration of the degree to which sports involvement influences purchase intention of sponsor products and how much of this effect can actually be ascribed to an indirect effect through sponsor image and sponsor awareness. Using a multiple mediation model, this research explored the mediational role of sponsor awareness and sponsor image in the sports involvement–purchase intention relationship. Results revealed that while sponsor image is an effective mediator of the sports involvement and purchase intention relationship, sponsor awareness acts as a suppressor. Moreover, per the ratio of indirect effect to total effect, sponsor image accounts for 90% of the total effect of sports involvement on purchase intention. These findings should assist sponsors and sport event managers to capitalize on sponsorship opportunities more effectively. 相似文献
6.
《Sport Management Review》2019,22(1):167-179
Tobacco, alcohol and gambling-related sport sponsorships have faced widespread scrutiny due to a critical consciousness that questions the alignment of unhealthy products and damaging addictive behaviours with a healthy activity such as sport. The purpose of this study was to explore how a public health agenda may influence rugby union organisations in their negotiation of sponsorship relationships with food and beverage companies. Interviews with a purposeful sample of New Zealand regional rugby organisation managers reveal the potential influence of emergent threats about government-regulated restrictive sponsorship measures on the delivery of community and youth sport. Findings indicate that many regional rugby organisations depend on sponsorships to fund required and desired activities. In addition, some organisations in more rural regions of New Zealand not only contend with the difficulty of securing sponsorships, but fear that criticism of, and impending restrictions on, fast-food and beverage companies are likely to have detrimental consequences for the provision of rugby. 相似文献
7.
随着体育活动国际化和大众化发展,体育赞助成为赞助领域发展最快的部分。由于投入资金的增加,以及从商业利益角度的考虑,赞助企业要求对体育赞助效果进行评估。本文从追踪调查的评估方法入手,对体育赞助效果评估的相关问题进行了理论探讨,分析了在评估中应注意的问题与难点。 相似文献
8.
《Sport Management Review》2014,17(1):78-89
The effectiveness of sponsorship communications, and thereby the success of corporate sponsorship management, is considerably influenced by the multi-faceted, theoretical concept of congruence. In this paper, sponsors’ management approaches to disability sport relationships are presented, as well as an examination of the role congruence plays in the sponsorship process. The aim of the study was to investigate whether, and where, congruence was a consideration when examining the end-to-end sponsorship management of disability sport properties in Australia. Semi-structured interviews were used to assess congruence within each stage of the sport sponsorship management framework – strategy, objectives, selection, implementation and measurement. The various forms of congruence were found to align with past work of sponsorship in regards to congruence prominence within the management framework. A key distinguishing factor of disability sport sponsorship relationships was the emphasis placed by sponsors on mission and value congruence. 相似文献
9.
主要采用调查法，以品牌形象转移理论为基础，从品牌形象逆转移的视角，实证研究了赞助企业品牌资产对体育赛事品牌资产的影响，以及赛事熟悉度与赞助匹配的调节作用。结果显示：首先，赞助企业品牌资产对赛事品牌资产存在显著正向影响，具体而言，赞助企业品牌的感知质量、品牌忠诚度、品牌意识、品牌联想正向影响赛事品牌资产；其次，赛事熟悉度与赞助匹配仅能调节感知质量、品牌忠诚度和品牌联想对赛事品牌资产的影响，不能调节品牌意识对赛事品牌资产的影响；最后，赞助企业品牌资产在影响赛事品牌资产的过程中会受到赛事熟悉度和赞助匹配的双重调节作用。研究结论证实了在体育赛事赞助活动中出现的品牌形象逆转移现象。 相似文献
10.
《Sport Management Review》2016,19(2):146-156
As the demonstration of corporate goodwill through mega event sponsorship becomes increasingly challenging, sponsors often link their sponsorship to corporate social responsibility (CSR) activities. However, finding adequate ways to communicate CSR-linked sponsorship is challenging. This research examines the relative effectiveness of three message sources from which CSR-linked sponsorship information can be communicated to consumers: the sponsor, the sponsored property, and the news media. Drawing on the Persuasion Knowledge Model, this study proposes differences between these message sources regarding their level of persuasion knowledge activation, which affects consumers’ CSR perceptions of and attitude toward the sponsoring brand. The results of an experimental study show that CSR-linked sponsorship information from both the sponsor and the sponsored property result in higher persuasion knowledge activation than when this information comes from the news media. The results also reveal that the two serial mediators, persuasion knowledge activation and CSR perception, transfer these effects of message source to consumers’ attitudes toward the sponsor. 相似文献
11.
《Sport Management Review》2019,22(2):222-234
The authors examine the moderating effect of sport involvement in the association between sponsor-event congruence and consumer responses. University students (N = 118) took part in the experiment. The partial least squares structural equation modeling (PLS-SEM) results show that sport involvement moderates the effectiveness of sponsor-event congruence on sponsor credibility, influencing attitude toward the sponsor and intention to purchase the sponsor’s product. Research findings imply that a sponsorship campaign, in which sponsor-event congruence occurs, may have the power to deliver a product relevant message to consumers who are involved in sports via a central route. 相似文献
12.
The aim of this study was to examine the association between alcohol consumption, alcohol sponsorship in sports and preferences of sponsored sportspeople regarding sponsorships/consumption. We investigate the impact of alcohol sponsorship on sportspeople in the Australian population using a national survey of sportspeople (N?=?2367), representing a range of club and professional sports. The results show an association between alcohol sponsorship of sport and increased alcohol consumption among sports participants (i.e. ‘sportspeople’). Additionally, a preference for sponsored alcohol brands was found by sponsored sportspeople. Our research adds to the growing evidence for policy review of alcohol sponsorship of sports and extends prior studies investigating impacts of alcohol sponsorship upon sports participants by generalizing to a large, national sample of sportspeople. 相似文献
13.
我国体育赞助工作起步较晚,目前存在短期行为较多,市场开发过多、过乱等问题。赞助企业和体育行政机构、体育赛事组织机构要积极协调、沟通,通过建立赞助目标、诚信市场体系、多维评价体系等方式,将体育赛事的人文理念与赞助商的企业品牌融合在一起,积极有效地实施并实现赞助合作,保障赞助商的合法权益,使体育部门与赞助商的共同利益得到协调有序的发展。更快的使我国体育赞助市场走向一条良性的发展轨道。 相似文献
14.
大型体育赛事赞助合同排他性权利的法律研究 总被引：1，自引：0，他引：1
陈书睿 《天津体育学院学报》2010,25(1):64-68
体育赛事的商业化离不开赞助商的赞助,为吸引赞助商则需要保护赞助商的利益.在大型体育赛事赞助合同中约定适用排他性原则,可保障赞助商在赛事市场开发中享有排他性的独占权利.在对大型体育赛事、体育赛事赞助、体育赛事赞助合同进行分析之后,对大型体育赛事赞助合同中排他性进行解释,继而对大型体育赛事赞助合同中排他性权利的含义和特点进行研究.按照权利的构成要素,对体育赛事赞助排他性权利的构成要素(包括主体、客体和内容)进行分析.最后,在研究排他性权利的法源、排他性权利状态和排他性权利效力的基础上,提出排他性权利的保护策略,以保护赞助商权益,推进体育赞助和体育事业的发展. 相似文献
15.
体育赞助需要活化--以三星赞助曼谷亚运会及悉尼奥运会为例 总被引：1，自引：0，他引：1
简要分析了体育赞助的兴起和发展,指出体育赞助效益的最大化取决于赞助活动策略应用。并以三星为例研究其在曼谷亚运会和悉尼奥运会中的活化活动,最后指出体育赞助者应围绕体育赞助效益的4个方面,开展赞助活化才能使体育赞助效益最大化。 相似文献
16.
结合体育赞助开发地区性学校体育赛事资源 总被引：15，自引：0，他引：15
当前，职业体育的商业赞助经营活动已经走出了一条成功之路，并使得体育活动与体育赞助更加紧密地结合在一起，为体育商业赞助市场的发展开创了十分宽阔的前景，同时为学校体育赛事资源的开发提供了宝贵的经验。通过对职业体育赞助的营销手段与学校体育的实际情况相结合的研究，结果证明，对学校体育赛事资源与体育赞助的互动开发具有可行性和必要性。 相似文献
17.
《Sport Management Review》2014,17(4):493-506
Sponsorships are a critical resource for nonprofit community sport organizations (CSOs) that are increasingly experiencing pressure to generate funding beyond their traditional source of membership revenues. In order to optimize this alternative source, it is important to understand the nature of the relationship between CSOs and sponsors and its impact on those clubs. Scales were developed, and presidents of CSOs (N = 189) completed a corresponding survey that measures the extent to which clubs’ relationship with their key sponsor was characterized by various elements of the relationship process and relationship outcomes. Operational competence was a consistent predictor of the impact of the sponsor relationship on club program/operations and community presence, and further enhanced the impact of long-standing sponsorships. Notably, operational competence was perceived to be required to a lesser extent in CSO–sponsor relationships than in the other process elements. Implications for effective CSO–sponsor relationships and directions for future research are presented. 相似文献
18.
企业的奥运会赞助策略 总被引：1，自引：0，他引：1
林少娜 《武汉体育学院学报》2004,38(2):47-49
分析了企业作为奥运会赞助商的起源及发展进程,介绍奥运TOP计划和企业赞助奥运的赞助策略。提出中国企业的奥运赞助,必须根据自身的品牌地位、经济实力、目标市场范围,选择最佳的层次和对象进行赞助。 相似文献
19.
《Sport Management Review》2017,20(2):211-225
This paper explores the perceptions and strategies of corporate sponsors established in France and involved in sport-related corporate social responsibility (S-CSR). Based on the theoretical framework of strategic sensemaking, interviews were conducted with sponsorship managers from 23 corporations involved in S-CSR partnerships with various sports properties. Each phase of the strategic sensemaking process was analyzed, resulting in the identification of three levels of ambiguity in the interpretative process: namely, perceived links between sports properties and CSR, links between S-CSR and sponsors’ own CSR, and links between S-CSR actions and the main sponsorship objectives. We described and gave evidence for seven strategies, highlighting the diversity of S-CSR rationales among sponsors. Other factors were found to influence the sensemaking process, namely sponsorship managers’ knowledge of their company's own CSR, collaboration between sponsorship and CSR departments, and the role of sports properties as sensegivers in S-CSR actions. Finally, we summarize our results in a process model of S-CSR strategic sensemaking in order to provide both sponsors and sports properties with a better understanding of the multiple possibilities for CSR leverage. 相似文献
20.
Commercial gambling providers (CGPs) have recently intensified the promotion of their products and services through sport sponsorship. Consequently, gambling products and services now gain substantial exposure to large audiences via media broadcasts of sport. Due to the mainstream appeal of some sports, television audiences and fan-bases can include youth, at-risk and problem gamblers, who may be prompted to gamble, or to increase their gambling, by the direct marketing, alignment of gambling with a ‘healthy’ activity and increased normalisation of gambling. Therefore, sport sponsorship by CGPs promotes a potentially risky behaviour and may exacerbate the public health issue of problem gambling. Regulatory measures have been implemented by governments and private organisations in relation to sport sponsorship by tobacco companies in recognition of the potential harmful impacts of this form of marketing. Subsequently, the involvement of ‘unhealthy products’ including alcohol, junk food and gambling in sport sponsorship has been publicly questioned. This may lead to further regulatory changes that would directly affect the management of sport organisations. Few studies have examined these issues and there is little knowledge of the impacts that sport sponsorship arrangements have on society. Research is needed to inform prudent decision-making about the appropriate regulation of sport sponsorship. This paper reviews the current gambling sport sponsorship landscape and proposes a conceptual framework aimed at facilitating a systematic, interdisciplinary research agenda for examining corporate social responsibility issues pertinent to the sponsorship of sport by CGPs. 相似文献