Emerging strategies for sponsorship on the Internet

Internet sponsorship is a rapidly evolving communications platform at a fledgling stage for sponsorship-linked marketing. The complex and involving nature of the phenomena offers new research opportunities and the potential for innovative marketing strategies. The Internet presents the opportunity to combine aspects of traditional event/activity sponsorship and media sponsorship innovatively and to extend marketing strategy in new directions. This paper presents an overview of emerging Internet sponsorships strategies, identifies virtual and reality sponsorship opportunities, and explores emerging sponsorship extension strategies that relate to media, brand, channel development, consumer experience, and networking. Finally, future directions for researchers and practitioners are suggested.

Australian consumers' attitudes about sports sponsorship during an economic downturn

This paper provides an overview of the prevailing attitudes held by Australian residents as they relate to sports sponsorship during a global financial downturn. A survey of 1,158 Australians assessed changes in attitudes from 2008 to 2009; then it addressed issues specific to the economic conditions of 2009. In general, Australians view sports sponsorship favourably.

Sponsorship-linked marketing: The role of articulation in memory

Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor‐event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued‐recall experiments, the effect of articulation of sponsorship fit on memory for sponsor‐event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor‐event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.

Sport Management from a Legal Perspective

The purpose of this paper is to investigate the essential elements of sport management in Australia in the 1990's. The essential purpose is to view these elements from a legal perspective. In the past 12 months there has been at least three conferences in the sports law area. The majority of this paper has been allocated to the area of legal liability, especially the legal relationships evolving between the player and his co-participant, the player and his club, the player and his coach, and the duties and liabilities of the coach and the club. The area of insurance will also be discussed as it is a vital element in protecting the players, coaches and clubs in the event of any litigation. A well publicised case was that of Rogers v Bugden where the plaintiff Steven Rogers, who was a first grade rugby league football player for Cronulla, suffered a broken jaw and sued his co-participant Mark Bugden and Bugden's employer Canterbury/Bankstown District Rugby League Football Club. It was held that there was a contract of employment and Canterbury/Bankstown was found to be vicariously liable and was ordered to pay Rogers the sum of $68,154.00. The legal actions in tort and negligence are increasing. Sports managers will need to investigate thoroughly the protection available for their clients.

Extreme sports are good for your health : a phenomenological understanding of fear and anxiety in extreme sport

Extreme sports are traditionally explored from a risk-taking perspective which often assumes that participants do not experience fear. In this paper we explore participants’ experience of fear associated with participation in extreme sports. An interpretive phenomenological method was used with 15 participants. Four themes emerged: experience of fear, relationship to fear, management of fear, and fear and self transformation. Participant’s experience of extreme sports was revealed in terms of intense fear but this fear was integrated and experienced as a potentially meaningful and constructive event in their lives. The findings have implications for understanding fear as a potentially transformative process.

Empirical Support For an Item and Relational Conceptualization of Sponsorship

This paper outlines how commercial sponsorship can be conceptualized using an item and relational information framework, and supports this with empirical data. The model presented allows for predictions about consumer memory for sponsorship information, and hence has both theoretical and practical value. Data are reported which show that sponsors considered congruent with an event benefit by providing consumers with sponsor-specific item information, while sponsors considered incongruent benefit by providing sponsor-event relational information. Overall the provision of sponsor-event relational information is shown to result in superior memory to the provision of sponsor-specific item information, which is superior to basic sponsor mentions.

Empirical support for an item and relational conceptualization of sponsorship

This paper outlines how commercial sponsorship can be conceptualized using an item and relational information framework, and supports this with empirical data. The model presented allows for predictions about consumer memory for sponsorship information, and hence has both theoretical and practical value. Data are reported which show that sponsors considered congruent with an event benefit by providing consumers with sponsor-specific item information, while sponsors considered incongruent benefit by providing sponsor-event relational information. Overall the provision of sponsor-event relational information is shown to result in superior memory to the provision of sponsor-specific item information, which is superior to basic sponsor mentions.

Challenging the SD benefits attributed to sport Mega-Events hosting

Sport Mega-event hosting faces opposition that is manifested with different intensity during the different phases of the event, from its inception as an idea to its delivery and legacy. Some Social Movements Organisations (SMOs) have acted as indefatigable monitors of the Sustainable Development (SD) dimension of sporting events in general and, in some of the most recent sport mega-events, in particular the Olympics, they have served as important advisors and facilitators. Nevertheless, in many cases we see enthusiastic supporters turning to vehemently challenging whatever positives have been associated with hosting the event. In addition, there is opposition to sport Mega-events in their entirety. That type of opposition tends to employ a holistic prism that manages to identify multiple interconnected negative aspects of hosting a sport mega-event and incorporate them into an anti-systemic discourse. It is important to bear in mind that irrespective of many proclamations to the opposite as far as megas are concerned (projects and/or events), a number of studies have demonstrated that citizen participation and democratic accountability in decision-making have been notoriously absent. After all, the idea of citizen participation in the planning of sport mega-event is essentially the public response to a plan conceived by others. There were, of course, some notable cases of democratic consultation at the early stages of bidding to host a sport mega-event but these more democratic approaches resulted in the failure of the bid (for e.g. Toronto 1996). The knowledge of this by the groups that initiated the hosting idea and the bidding process has led to discouraging in depth public consultation that may fit perfectly to the democratic process but not to the tight schedules of associated projects completion. That produces ‘autocracy against which opposition may arise’ (Hiller, 2000, p. 198). It is this democratic deficit that has led to important instances of social contestation and protest mobilizations by citizen groups as well as the more regular corps of social activists. From a perspective borrowed from the sociology of protest and social movements, sport mega-events hosting can operate as an issue that stimulates protest activities by an existing protest milieu and new actors as well as an important mobilizing resource. In fact, some scholars have also argued that the Olympic Games were an important frame for the transnational activism that was marked by anti-globalization protest in Seattle in 1999 (Cottrell & Nelson, 201; Lenskyj, 2008). In addition, it’s important not to lose sight of other acts dissent that take place in relatively close proximity, about a year before the event when most infrastructural and societal changes brought by hosting the event and impact start to become apparent by the host communities, like the rioting of August 2011 in the London Olympic Boroughs and the 2012 riots of June 2013 in Sao Paulo and other Brazilian cities. This paper starts by outlining the SD claims made in the bidding to host the summer Olympic Games by five prospective hosts (Sydney; Athens; Beijing; London and Rio) proceeds towards examining the opposition and challenges that was manifested in relation to these claims. In Particular it provides an assessment of protest-events over the aforementioned different phases of sport mega-events hosting. A different picture emerges for each of the host nation that is partly explained by local, national and global configuration of protest politics. Whereas the post-event legacy of the first two hosts of the Games can be assessed and that way see the validity of claims made by challengers in the other phases, in the other three cases, the implementation of Olympic Games Impact (OGI) studies offers the tool for discussing the post-event phase for Beijing and London and engage in a speculative exercise for the case of Rio. Judging by available findings, the paper concludes that the SD aspiration made in the bid documents are unlikely to be met and social contestation based on the same issues is likely to increase due to the current global economic crisis and BRICS, like China and Brazil, having entered the process of becoming global economic hegemons.

Patrocínio: influência na atitude relativamente à marca e intenção de compra: caso Nike e selecção portuguesa de futebol

Devido à enorme importância que tem sido atribuída ao desporto nas últimas décadas, os marketers abraçam agora totalmente o facto de uma campanha integrada de patrocínio desportivo poder atingir um imensurável número de benefícios. Na verdade, apesar das empresas se comprometerem hoje com muitas outras áreas como a cultura, caridade e domínios humanitários, o desporto continua a ser o campo mais requisitado no que ao patrocínio se refere. Para muitas organizações o patrocínio desportivo é, de facto, o elemento-chave de uma comunicação integrada de marketing. Devido então a todo este enfase dado ao desporto, decidimos verificar se a relação de patrocínio entre a marca Nike e a Selecção Portuguesa de Futebol (SPF) influencia a atitude relativamente à marca e a intenção de compra dos seus produtos, o que constitui o objectivo desta investigação. Assim, tendo como ponto de partida a questão: exercerá a relação de patrocínio entre a Nike e a SPF alguma influência na atitude relativamente à marca e sua intenção de compra? E, por meio de uma revisão da literatura referente a este tema, desenvolvemos um modelo conceptual, o qual é baseado no criado por Martensen et al (2007) e integra quatro principais conceitos: envolvimento, atitudes, intenção de compra e congruência entre a marca e o evento. O presente estudo emprega um design exploratório envolvendo uma colecta de dados quantitativos, através da aplicação de um questionário online. De modo a confirmarmos o modelo proposto, duas técnicas estatísticas foram utilizadas: análise factorial e análise de equações estruturais (AEE). As conclusões desta investigação podem fornecer directivas para a compreensão de como uma relação de patrocínio pode criar ou melhorar a atitude relativamente a uma marca e sua intenção de compra. Como principal resultado, podemos destacar a existência de uma influência positiva da relação de patrocínio na atitude relativamente à marca.

Handlungsinduktionen durch die visuelle Wahrnehmung von Linear- und Drehbewegungen im Sport

Die vorliegende Arbeit beschäftigt sich mit den Einflüssen visuell wahrgenommener Bewegungsmerkmale auf die Handlungssteuerung eines Beobachters. Im speziellen geht es darum, wie die Bewegungsrichtung und die Bewegungsgeschwindigkeit als aufgabenirrelevante Reize die Ausführung von motorischen Reaktionen auf Farbreize beeinflussen und dabei schnellere bzw. verzögerte Reaktionszeiten bewirken. Bisherige Studien dazu waren auf lineare Bewegungen (von rechts nach links und umgekehrt) und sehr einfache Reizumgebungen (Bewegungen einfacher geometrischer Symbole, Punktwolken, Lichtpunktläufer etc.) begrenzt (z.B. Ehrenstein, 1994; Bosbach, 2004, Wittfoth, Buck, Fahle & Herrmann, 2006). In der vorliegenden Dissertation wurde die Gültigkeit dieser Befunde für Dreh- und Tiefenbewegungen sowie komplexe Bewegungsformen (menschliche Bewegungsabläufe im Sport) erweitert, theoretisch aufgearbeitet sowie in einer Serie von sechs Reaktionszeitexperimenten mittels Simon-Paradigma empirisch überprüft. Allen Experimenten war gemeinsam, dass Versuchspersonen an einem Computermonitor auf einen Farbwechsel innerhalb des dynamischen visuellen Reizes durch einen Tastendruck (links, rechts, proximal oder distal positionierte Taste) reagieren sollten, wobei die Geschwindigkeit und die Richtung der Bewegungen für die Reaktionen irrelevant waren. Zum Einfluss von Drehbewegungen bei geometrischen Symbolen (Exp. 1 und 1a) sowie bei menschlichen Drehbewegungen (Exp. 2) zeigen die Ergebnisse, dass Probanden signifikant schneller reagieren, wenn die Richtungsinformationen einer Drehbewegung kompatibel zu den räumlichen Merkmalen der geforderten Tastenreaktion sind. Der Komplexitätsgrad des visuellen Ereignisses spielt dabei keine Rolle. Für die kognitive Verarbeitung des Bewegungsreizes stellt nicht der Drehsinn, sondern die relative Bewegungsrichtung oberhalb und unterhalb der Drehachse das entscheidende räumliche Kriterium dar. Zum Einfluss räumlicher Tiefenbewegungen einer Kugel (Exp. 3) und einer gehenden Person (Exp. 4) belegen unsere Befunde, dass Probanden signifikant schneller reagieren, wenn sich der Reiz auf den Beobachter zu bewegt und ein proximaler gegenüber einem distalen Tastendruck gefordert ist sowie umgekehrt. Auch hier spielt der Komplexitätsgrad des visuellen Ereignisses keine Rolle. In beiden Experimenten führt die Wahrnehmung der Bewegungsrichtung zu einer Handlungsinduktion, die im kompatiblen Fall eine schnelle und im inkompatiblen Fall eine verzögerte Handlungsausführung bewirkt. In den Experimenten 5 und 6 wurden die Einflüsse von wahrgenommenen menschlichen Laufbewegungen (freies Laufen vs. Laufbandlaufen) untersucht, die mit und ohne eine Positionsveränderung erfolgten. Dabei zeigte sich, dass unabhängig von der Positionsveränderung die Laufgeschwindigkeit zu keiner Modulation des richtungsbasierten Simon Effekts führt. Zusammenfassend lassen sich die Studienergebnisse gut in effektbasierte Konzepte zur Handlungssteuerung (z.B. die Theorie der Ereigniskodierung von Hommel et al., 2001) einordnen. Weitere Untersuchungen sind nötig, um diese Ergebnisse auf großmotorische Reaktionen und Displays, die stärker an visuell wahrnehmbaren Ereignissen des Sports angelehnt sind, zu übertragen.

Extraction of unexpected rules from Twitter hashtags and its application to sport events

Twitter has become a dependable microblogging tool for real time information dissemination and newsworthy events broadcast. Its users sometimes break news on the network faster than traditional newsagents due to their presence at ongoing real life events at most times. Different topic detection methods are currently used to match Twitter posts to real life news of mainstream media. In this paper, we analyse tweets relating to the English FA Cup finals 2012 by applying our novel method named TRCM to extract association rules present in hash tag keywords of tweets in different time-slots. Our system identify evolving hash tag keywords with strong association rules in each time-slot. We then map the identified hash tag keywords to event highlights of the game as reported in the ground truth of the main stream media. The performance effectiveness measure of our experiments show that our method perform well as a Topic Detection and Tracking approach.