Sponsorship of Televised Sport Events

Reinhard Grohs and Heribert Reisinger
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Reinhard Grohs: Innsbruck University
Heribert Reisinger: University of Vienna

Chapter 2 in Quantitative Marketing and Marketing Management, 2012, pp 467-483 from Springer

Abstract: Abstract The present study contributes to our understanding of brand image formation in sport sponsorship. The authors propose that event image, event-sponsor fit and sponsorship exposure mediate the effect of interest in the sponsored event on sponsor image in two ways. First, high interest in the sponsored event increases perceived event image which in turn benefits sponsor image. Second, high event interest increases spectatorship of the event, and hence exposure to the sponsors of the event. High sponsorship exposure positively impacts on perceived event-sponsor fit and further on sponsor image. Empirical tests at two large televised sport events confirm the proposed hypotheses. Sponsorship managers and event organizers need to be cautious, however, that high levels of exposure can be a nuisance for spectators and might have a direct negative impact on perceived sponsor image.

Keywords: Sport Sponsorship; Sponsor Image; Event Image; Event-Sponsor; Fit; Event Interest; Sponsorship Exposure (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-3722-3_22

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DOI: 10.1007/978-3-8349-3722-3_22

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