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Mapping Sponsorship-linked Marketing in Indian Premier League

Author

Listed:
  • Anil Gupta

    (Anil Gupta is an Assistant Professor, The Business School, University of Jammu, Jammu. E-mail: anil1975@yahoo.com)

  • Anish Yousaf Naik

    (Anish Yousaf Naik is a NET–PhD Research Scholar, The Business School, University of Jammu, Jammu. E-mail: anishyousaf86@gmail.com)

  • Neelika Arora

    (Neelika Arora is an Assistant Professor, Central University, Jammu, J&K, India. E-mail: a_neelika@yahoo.com)

Abstract

Sponsorships have not been subjected to extensive research in an emerging economy like India, till date, which is considered virgin in terms of sponsorship research. Having this in mind, the article focuses on mapping sponsorship scenario in Indian Premier League (IPL) and aims at meeting three main objectives: (a) Mapping sponsorship scenario in Indian Premier League (IPL), (b) to categorize sponsors in Indian Premier League into various categories and highlight the importance of Industry-IPL fit and (c) to discuss the impact of micro-level factors on sponsorship-linked marketing. For the purpose, official websites of IPL and all teams were scanned (from 19 March to 3 April 2012) resulting into the identification of 119 sponsors with varying level of prominence, relatedness and sponsors’ hierarchy. Researchers advised brand managers that they should first weigh their brand’s prominence and relatedness coupled with taking into account their target customers rather than taking impulse decisions to compete with their competitors’ sponsorship activities. The study contributes to the knowledge of the academicians who will be able to understand the potential of future researches that could be done. On the other hand, the study also provides an advantage to marketing executives/sport managers about how they can effectively and efficiently manage their individual brands in a cluttered media environment.

Suggested Citation

  • Anil Gupta & Anish Yousaf Naik & Neelika Arora, 2013. "Mapping Sponsorship-linked Marketing in Indian Premier League," IIM Kozhikode Society & Management Review, , vol. 2(1), pages 61-72, January.
    • Handle: RePEc:sae:iimkoz:v:2:y:2013:i:1:p:61-72
    DOI: 10.1177/2277975213496516
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    References listed on IDEAS

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    1. Nathalie Fleck & Pascale Quester, 2007. "Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship," Post-Print hal-02291877, HAL.
    2. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    3. Zdravkovic, Srdan & Magnusson, Peter & Stanley, Sarah M., 2010. "Dimensions of fit between a brand and a social cause and their influence on attitudes," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 151-160.
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    Cited by:

    1. Narayan, Paresh Kumar & Rath, Badri Narayan & Prabheesh, K.P., 2016. "What is the value of corporate sponsorship in sports?," Emerging Markets Review, Elsevier, vol. 26(C), pages 20-33.
    2. Sahadeb Sarkar & Subhasis Mishra & Sanjeev Kumar, 2022. "Development of a Comprehensive Multi-Factor Method for Comparing Batting Performances in One-Day International Cricket," IIM Kozhikode Society & Management Review, , vol. 11(1), pages 92-108, January.
    3. Jaskirat Singh Rai & Apar Singh, 2020. "The Impact of Team Association on Attendees’ Product Knowledge and Purchase Intentions: A Case of Indian Premier League," IIM Kozhikode Society & Management Review, , vol. 9(2), pages 202-212, July.

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