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Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. Adopting a classical conditioning framework, this research examines the effects of consumers' attitudes about a sports event, their perceptions of sponsor-event fit, and their attitudes about the sponsor on a multidimensional measure of sponsorship response. The results suggest that sponsor-event fit, perceived sincerity of the sponsor, perceived ubiquity of the sponsor, and attitude toward the sponsor are key factors in generating a favorable response from sponsorship. Liking of the event and perceived status of the event have differing significance depending on how response is measured. Sponsorevent fit also has interaction effects with perceived status of the event and personal interest in the event: The implications of these findings for sponsors and event managers are examined and,future research directions are outlined.
Sponsorship has become a vital part of funding for a wide range of sporting, artistic; and social events. The worldwide sponsorship market has grown from an estimated U.S.$2 billion in 1984 to $16.6 billion in 1996 (Meenaghan 1998). Major sporting events in particular have become dependent on sponsorship. The 1996 Atlanta Olympics raised $540 million in sponsorship from companies. The Sydney Organizing Committee for the Olympic Games in 2000 has budgeted for sponsorship income of A$830 million. To put the size of this sponsorship package in context, total direct investment in sports sponsorship in Australia in 1995 was estimated at about A$600 million (Shoebridge 1995). However, as Cornwell and Maignan (1998) noted, it is remarkable that with such growth, so little is known about how sponsorship works and what makes it effective as a marketing activity. Tn this study, we develop and test a model of the determinants of sponsorship response and so seek to provide insights into how sponsorship works and how managers involved in sponsorship can improve their decision-making.
BACKGROUND
Sponsorship has been defined as "provision of assistance either financial or in kind to an activity by a commercial organization for the purpose of achieving commercial objectives" (Meenaghan 1983). The involvement of a second party, that is, the activity sponsored, distinguishes sponsorship from advertising, and the commercial motivation distinguishes sponsorship from altruism. Despite the distinctiveness of sponsorship as a promotional activity,...