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Why Do Marketing Relationships End? Findings From an Integrated Model of Sport Sponsorship Decision-Making

With firms spending $60 billion on sponsorship annually, it has become an integral part of the marketing mix and is necessary for the survival of many sport organizations. Despite the importance of…
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Investigating sport league sponsor retention: Results from a semi-parametric hazard model

ABSTRACT Belying the maturity of the sponsorship-linked marketing literature is the fact that quantitative research on sponsor retention is scant, specifically which organizations retain their…
Taylor & Francis (opens in a new tab)

Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage

The resource-based view (RBV) of the firm has become a prominent management theory that firms can use to analyze resources as potential sources of competitive advantage. Theorists have suggested…
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The importance of winning: an analysis of the relationship between an athlete's performance and sponsor exposure during televised sports events

It has long been assumed that brands sponsoring athletes who excel in competition realise more exposure than brands that do not. But which factors have a significant impact on the amount of exposure…
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Are firms like fair-weathered fans? Examining decision-making in B2B relationships

Purpose While numerous studies have investigated the returns firms receive for their investments in sponsorship, no study to date has examined the potential for organizational performance to…
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Investigating sponsor decision-making: the role of schema theory, agency conflicts, and signaling theory in the persistence of naming rights agreements

Naming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for decades, while others…
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The Niche Portfolio Strategy to Global Expansion: The Influence of Market Resources on Demand for Formula One Racing

ABSTRACT International products can achieve mass adoption in some countries, while languishing outside the mainstream in other countries. Theoretically, global organizations can manage market entry…
Taylor & Francis (opens in a new tab)

Resource valuation of non-profit organizations: the case of the intercollegiate athletics industry

Over the past decade, broadcast rights fees have been the source of much of the growth in revenues in the intercollegiate athletics industry. However, given that the industry is dominated by public…
Springer Nature (opens in a new tab)

Forty years of BIRGing: : New perspectives on Cialdini’s seminal studies

Published 4 decades ago, “Basking in Reflected Glory: Three (Football) Field Studies” (Cialdini et al., 1976) is the most influential study of sport consumer behavior. This article features…
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Predicting Return on Investment In Sport Sponsorship

ABSTRACT Although the benefits sought by engaging in non-traditional marketing tactics such as sponsorship are well documented, determining return on investment (ROI) remains an evolving science. To…
WARC (opens in a new tab)
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