Buying a sponsor's brand : the role of affective commitment to the sponsored team

Sponsorship is increasingly important in a firm's communication mix. Research to date has focused on the impact of sponsorship on brand awareness and its subsequent consequences for image congruency and consumer attitudes towards sponsors' brands. A lesser studied area is the effect of sponsorship on consumers' purchase intentions and behaviours. We argue that existing models of sponsorship driven purchase behaviour fail to account for affective commitment, which mediates relationship between affiliation with the team and social identification with the team. We propose a modified framework describing the effect of sponsorship on purchase intentions in the context of low and high performing sports teams. The framework is tested using structural equations modelling; employing PLS estimation and data collected via online survey of AFL chat room participants. Results confirm the role of affective commitment in sport sponsorship purchase intentions and indicate that team success has a significant influence on fans' purchase behaviours.

Sports sponsorship as an integrated marketing communications tool : an Australian sponsor's perspective

Sports sponsorship increasingly provides organisations with the opportunity to reach their target audiences in a manner that facilitates engagement and encourages relationship development. This paper provides an Australian perspective of the value of sports sponsorship using a case study of WOW Sight and Sound’s long-term sponsorship of the Brisbane Broncos rugby league team. The case study investigates WOW’s marketing objectives which centre generating brand awareness using sponsorship with the Brisbane Broncos as an integrated marketing communications tool. WOW believes that the integration of its sponsorship of the Broncos with the team’s total marketing plan is integral to its success. This integration requires the facilitation of two-way communications between WOW, its advertising agency, the Brisbane Broncos and customers to ensure that all parties’ needs are met.

Examining fan attitudes toward sponsor brands using social identity frameworks

The majority of academic research has attempted to explain the effectiveness of sponsorship activities by focusing on individual outcomes (Cornwell, Weeks, & Roy, 2005). The current research builds upon the limited empirical studies that examine sponsorship outcomes using group behaviour theories (Cornwell & Coote, 2005; Gwinner & Swanson, 2003; Madrigal, 2000, 2001). Specifically, this study closely examines tenets of social identity theory (Brewer, 1991; Tajfel & Turner, 1979) within the context of sports sponsorship to test effects of team identification on attitudes toward associated sponsor brands. 1,840 unique surveys were collected from fans of the Queensland Maroons and New South Wales Blues rugby clubs over four timepoints during the 2012 State of Origin series. The results suggest that social identity effects were present regarding ingroup bias toward sponsor brands. Local sponsors were rated higher than non-local sponsors, suggesting that local brands may benefit more from sponsorship.

Sponsoring a rival has benefits too: A longitudinal study of changes in fan attitudes toward favored-and opposing-team sponsor brands

A longitudinal field experiment examined sports fans’ attitudes toward favored- and opposing-team sponsors across time. Measurements at five timepoints showed fans’ attitudes were more positive toward their favored-team sponsors, but that attitudes improved across time toward both favored-team sponsors and opposing-team sponsors. This occurred regardless of intensity of fan identification.

The role of the sponsor in business change

Successful business change programmes require a holistic approach covering processes, people, information and technology. Yet many current IT-related initiatives rely heavily on a systems development lifecycle and too early use of structured project management methodologies. This is exacerbated by limited or unclear definitions of what constitutes success. The IT-enabled business change lifecycle has been developed as an antidote to this narrow view. It stresses the importance of alignment in fuzzy situations with a continued focus on benefits management throughout the lifecycle. This paper reports on business change in large enterprises describing the results of an exemplar case study using the IT-enabled change lifecycle. There are different challenges at each stage of the lifecycle with implications for the skills needed. The paper considers these stages from the perspective of the sponsor, a role which is often misunderstood, and assesses what is required for successful stewardship and leadership of change. It concludes with practical recommendations for sharing learning on success and failure throughout the enterprise.

Pension scheme redesign and wealth redistribution between the members and sponsor: the USS rule change in October 2011

The redesign of defined benefit pension schemes usually results in a substantial redistribution of wealth between age cohorts of members, pensioners, and the sponsor. This is the first study to quantify the redistributive effects of a rule change by a real world scheme (the Universities Superannuation Scheme, USS) where the sponsor underwrites the pension promise. In October 2011 USS closed its final salary scheme to new members, opened a career average revalued earnings (CARE) section, and moved to ‘cap and share’ contribution rates. We find that the pre-October 2011 scheme was not viable in the long run, while the post-October 2011 scheme is probably viable in the long run, but faces medium term problems. In October 2011 future members of USS lost 65% of their pension wealth (or roughly £100,000 per head), equivalent to a reduction of roughly 11% in their total compensation, while those aged over 57 years lost almost nothing. The riskiness of the pension wealth of future members increased by a third, while the riskiness of the present value of the sponsor’s future contributions reduced by 10%. Finally, the sponsor’s wealth increased by about £32.5 billion, equivalent to a reduction of 26% in their pension costs.

Season-ticket holder satisfaction and sponsor-related behaviour: evidence of a positive relationship

Fan attention and response to sponsorship is affected by a range of variables, including the duration of sponsorship and fan commitment to the sporting organisation. The results of surveys of the members of six Australian Football League clubs indicated that there is a positive relationship between the satisfaction levels of season-ticket holders and their orientation towards club sponsors' products and brands.

The relationship between AFL season-ticket holder satisfaction and sponsor-related behaviour

In a sporting context, it has been acknowledged that fan attention and response to sponsorship is affected by a range of variables, including the duration of sponsorship and fan commitment to the sporting organisation. The results of surveys of the members of five AFL clubs indicated that there is a positive relationship between the satisfaction level of season-ticket holders and their orientation toward club sponsors’ products and brands. Despite the weak relationships found in this research, the results suggest that more satisfied season-ticket holders will seek to use club sponsors’ products, and this is yet another reason to manage the satisfaction of customers.

Transferring goodwill : are positive attitudes towards the event related to positive results for the sponsor?

The transfer of positive brand image from the sponsored event to the sponsor is now one of the main reasons cited for engaging in event sponsorship activity. Beyond just simple brand associations though, it has been recognised that patrons often feel "goodwill" towards certain sponsored events and these feelings could also be transferred to enhance sponsorship outcomes. This paper reports on an email survey of over 300 patrons of a non-profit Arts Festival, examining whether "goodwill" can influence sponsorship effectiveness. Specifically, the focus here is on the relationship between positive attitudes toward the event and sponsorship outcomes. The findings suggest that satisfaction with the event is correlated positively with sponsor recall but not recognition. Those with higher degrees of "goodwill" towards the event did have more positive attitudes towards the sponsor and were more likely to recall and recognise sponsors correctly.

Mexican wave ban reflects sponsor tyranny

The public showed an agitated reaction towards the ban on Mexican wave at the MCG, which reveals something about contemporary sport watching in Australia and perhaps about contemporary Australian cities. Cricket has developed the concept of sport as entertainment. The real issue with the wave is about proprietary control over the entertainment taking place inside the stadium. Entertainment organised by the stadium managers, which they and their sponsors can make money from, is all right, but spontaneous entertainment, even something as tame as the Mexican wave, is forbidden.

'Matching' the club to the sponsor : perceptions of Australian Football League club sponsorship managers

Corporate organisations spend significant amounts of money on sponsorship in an attempt to achieve distinct marketing and overall business objectives. There is strong support within the literature that a corporate organisation will be more attracted to sponsoring a sport organisation when there is a ‘match’ between the characteristics of the organisations. This capacity to ‘match’ characteristics has been investigated predominantly from the corporate sponsors’ perspective. The focus of this research is to identify this organisational ‘match’ from an Australian Football League (AFL) sponsorship manager’s perspective. A series of semi-structured in-depth interviews were conducted with the sponsorship/marketing managers from seven Melbourne-based AFL clubs. Arising from this, the importance of ‘organisation match’ as a precursor for sponsorship was determined. Results indicate that AFL sponsorship managers believe that presenting their team as an organisational ‘match’ with a potential sponsor is extremely important, providing scope for better synergies and greater strategic partnerships. This is strongly aligned through the off-field culture that the team portrays as well as the on-field success that the team has. Sponsors seeking sport organisations that have clearly defined and communicated images and brands can therefore attain a source of competitive advantage in competitive sponsorship markets.