Assessing corporate demand for sponsorship: marketing costs in the financial services industry

Jonathan A. Jensen ()
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Jonathan A. Jensen: Department of Exercise and Sport Science, University of North Carolina at Chapel Hill

Marketing Letters, 2017, vol. 28, issue 2, No 9, 291 pages

Abstract: Abstract Despite increased interest in nontraditional marketing activities such as sponsorship, the ability of brand marketers to quantify the return on investment from such approaches is a continued challenge. Given their proprietary nature, investigations of sponsorship costs are particularly sparse. Therefore, this study utilizes a dataset of more than 700 sponsorships undertaken by competitors in the financial services industry to investigate the influence of a variety of factors on costs. Results indicate that costs are not simply reflective of firm size, and costs of title and naming rights sponsorships are significantly higher. Evidence of agency conflicts are found in increased costs for sponsorships of events, organizations, and venues residing within the marketers’ home market. Sponsorships of sport organizations are significantly more costly than those of arts, entertainment, and nonprofit organizations, presenting a challenge for marketers seeking to engage today’s consumer via sport sponsorships in an increasingly competitive environment.

Keywords: Sponsorship; Marketing costs; Return on investment; Agency conflicts (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11002-016-9410-5

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