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Sponsorship of Televised Sport Events

In: Quantitative Marketing and Marketing Management

Author

Listed:
  • Reinhard Grohs

    (Innsbruck University)

  • Heribert Reisinger

    (University of Vienna)

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.

Suggested Citation

  • Reinhard Grohs & Heribert Reisinger, 2012. "Sponsorship of Televised Sport Events," Springer Books, in: Adamantios Diamantopoulos & Wolfgang Fritz & Lutz Hildebrandt (ed.), Quantitative Marketing and Marketing Management, edition 127, chapter 2, pages 467-483, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3722-3_22
    DOI: 10.1007/978-3-8349-3722-3_22
    as

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