Legitimizing public authorities as sponsors: An inquiry into the factors related to the perception and memorization of their sponsorship

B. Walliser (), Mathieu Kacha () and Raluca Mogos-Descotes
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B. Walliser: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Raluca Mogos-Descotes: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: This study investigates the effectiveness of sponsorship for public authorities. In the specific context of a European region (the Département Moselle in the East of France) supporting a professional tennis event, it is shown that public authorities are most likely to be recognized as sponsors by young spectators interested in the activity sponsored and residents of the region concerned As public sponsorship being believed to be beneficial for the region both in terms of image and awareness, increases with liking of the event, and is not perceived as a waste of tax money. Thus, this research provides evidence legitimizing public authorities in their role of "sponsors"

Date: 2005-06
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Published in International review on public and nonprofit marketing, 2005, 2 (1), pp.51-58. ⟨10.1007/BF02893250⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04859576

DOI: 10.1007/BF02893250

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