Measuring effects of naming-rights sponsorships on college football fans’ purchasing intentions

Corporate sponsorship is now commonplace across the college athletic landscape; however, the introduction of naming-rights sponsorships for college football stadiums has been a significantly slower process. Although there are several Division I Football Bowl Subdivision (FBS) programs that have secured naming-rights partners (i.e. University of Minnesota), this practice is still the exception rather than the norm, which is also true in many other global sport contexts. In order to better understand this phenomenon, the goal of this study was to investigate fans’ attitudes related to sponsorship, tradition, and commercialism in college football. The results indicated fans that had more positive attitudes toward sponsorship had more positive behavioral intentions toward both the football program and a potential naming rights partner. On the other hand, those who had more positive perceptions of the institution's football tradition and venue had more negative behavioral intentions. Theoretical and practical implications are discussed, as well as suggestions for future research.     

武术散打赛事赞助的思考

文章通过探讨我国武术散打赛事领域企业赞助呈现的特点,从政府层面、武术运动管理层面以及企业层面给出了相关建议和对策,以期为我国武术散打赛事企业赞助做出有益的参考。     

体育赞助系统及其整合

文章采用文献法、调查法对体育赞助系统进行了详细的阐述,对其整合作用作了全面分析,就对如何促使体育赞助这一新兴的体育经济活动在我国的健康发展进行初步探讨,并对竞技体育与体育赞助的整合对赞助商和被赞助的体育项目产生的效应进行阐述。     

我国企业参与北京2008奥运会赞助研究

运用文献资料、逻辑分析等方法对我国企业参与北京2008奥运会赞助情况进行了研究,研究结果:我国企业参与2008北京奥运会赞助十分踊跃,体现出了三个方面的特征:一是赞助层次高,全面参与了从组委会供应商到奥运会全球合作伙伴等各层次的奥运会赞助计划;二是赞助费用高,有些组委会合作伙伴的赞助费用甚至高于成为国际奥委会全球赞助商的价钱;三是参与企业多,参与奥运会赞助计划的企业目前已经超过了20家。本文还对我国企业奥运赞助营销中存在问题进行了分析,希望能为我国奥运赞助企业做好奥运营销工作服务。     

Sport event sponsorship management from the sponsee’s perspective

Sponsorship plays a critical role in the delivery of major sport events. To date, the majority of sponsorship research has focused on the sponsors’ perspective or consumer responses. Drawing upon brand alliance literature and relationship marketing theory, this paper discusses learnings from the management of sponsor-sponsee relationships at a major sport event. We provide insights from the sponsee (i.e., the event) perspective: this is intended to further our understanding of relationship management in the context of event sponsorship, as well as providing practical information for both event industry and sport industry practitioners. This case study produced three main findings in terms of relational effectiveness: clear and compatible strategy, development of positive inter-organisational culture and inter-personal relationships, and stability. Each of these attributes are key to successful and effective sponsorship management.     

试论成就体育赞助的配合运作

本文从企业内部营销手段、营销部门和企业外部参与方多重配合的角度讨论了体育赞助过程中,要达到赞助效益的最大化,各种营销手段、部门和参与方配合执行的重要性,并初步构建了配合运作的具体模式。营销手段配合运作包括平面广告和电视广告、促销手段、代言人、内外部公关等配合;营销部门配合运作包括赞助部的建立和广告部、推广部、公关部的配合;参与方配合运作包括被赞助方(体育赛事组委会、体育俱乐部、体育官方机构等)、媒体、体育经纪公司等机构的配合。     

中国男子篮球职业联赛赞助营销的研究

CBA职业联赛的收入主要是赞助商的投入,因而获得国内外赞助商青睐成为CBA职业联赛持续快速发展的重要因素。目前我国的体育赞助市场属于一个买方市场,赞助方是矛盾的主要方面。通过文献资料法、问卷调查法、访谈法,对CBA职业联赛赞助营销进行研究,得出CBA职业联赛采取扩大市场推广力度、严厉打击"埋伏"营销、积极与媒体合作、延长联赛赛程、联赛举办地走城市化路线等营销策略提高联赛的知名度,扩大联赛的目标受众,从而获取企业的赞助。     

大型体育赛事不同阶段的赞助风险研究

赛事赞助是大型体育赛事获取资金的重要来源,但与此同时也为体育赛事带来风险,赛事赞助风险研究可以为赛事筛选赞助商提供依据,并对赛事运行中的赞助风险提供防范和处理建议。研究利用文献资料的查阅和德尔菲法提出了赛事赞助风险主要构成,主要有财务风险、名誉风险、人员风险、法律风险与竞争风险。根据赛事的不同阶段,即申办阶段、筹办阶段和举办阶段,分别建立不同阶段的赛事赞助风险指标体系,指出不同阶段赛事应关注的主要赞助风险类型。针对这些赞助风险,提出了赛事赞助的规避措施和处理措施,综合采用这些措施,既能够减少赞助风险的发生,也能够保证赛事在风险发生时迅速做出反应,降低风险造成的损失。     

浙江省高校高水平运动队赞助运行机制研究——以宁波大学为例

运用体育经济学、体育产业、体育管理学等相关理论,采用文献资料法、专家访谈法和逻辑分析法等,对宁波大学高水平运动队赞助发展的现状进行了深入剖析,指出宁波大学高水平运动队赞助中存在的诸多影响因素及亟待解决的问题,因此本文结合了目前高校高水平运动队赞助面临的发展契机,提出相应的发展对策及运行机制,为促进宁波大学及各高校高水平运动队的健康发展提供理论与实践依据的参考。     

Legal battles for sponsorship exclusivity: The cases of the World Cup and NASCAR

Theorists have emphasized brand differentiation in achieving a competitive advantage through sponsorship, and managers of sports sponsorships have recognized product category exclusivity as among the most valued rights afforded sponsoring firms. Yet the proliferation of sponsorships in the sports marketplace poses a challenge to sponsors attempting to establish a unique brand position apart from the clutter. The competition between corporate rivals for sponsorship exclusivity in the world's highest profile sporting arenas has begun to spill into the courtroom. The purpose of this paper is to review the cases of MasterCard versus FIFA, and AT&T versus NASCAR, and discuss the relevance of these contract disputes to sponsorship scholars and practitioners. Specifically, the courts’ finding of irreparable harm faced by the excluded sponsor offers an intriguing legal recognition of the theorized goodwill and inimitability of corporate affiliation with a specific sponsored enterprise. The cases also contribute an opposing view of best practices, where legal ramifications arise from treating sponsorship as a property-based resource and neglecting the relational dimensions of collaborative communication, trust, and commitment emphasized by contemporary sponsorship theory.     

Gambling on sport sponsorship: A conceptual framework for research and regulatory review

Commercial gambling providers (CGPs) have recently intensified the promotion of their products and services through sport sponsorship. Consequently, gambling products and services now gain substantial exposure to large audiences via media broadcasts of sport. Due to the mainstream appeal of some sports, television audiences and fan-bases can include youth, at-risk and problem gamblers, who may be prompted to gamble, or to increase their gambling, by the direct marketing, alignment of gambling with a ‘healthy’ activity and increased normalisation of gambling. Therefore, sport sponsorship by CGPs promotes a potentially risky behaviour and may exacerbate the public health issue of problem gambling. Regulatory measures have been implemented by governments and private organisations in relation to sport sponsorship by tobacco companies in recognition of the potential harmful impacts of this form of marketing. Subsequently, the involvement of ‘unhealthy products’ including alcohol, junk food and gambling in sport sponsorship has been publicly questioned. This may lead to further regulatory changes that would directly affect the management of sport organisations. Few studies have examined these issues and there is little knowledge of the impacts that sport sponsorship arrangements have on society. Research is needed to inform prudent decision-making about the appropriate regulation of sport sponsorship. This paper reviews the current gambling sport sponsorship landscape and proposes a conceptual framework aimed at facilitating a systematic, interdisciplinary research agenda for examining corporate social responsibility issues pertinent to the sponsorship of sport by CGPs.     

‘Game,Set, Match’: An exploration of congruence in Australian disability sport sponsorship

The effectiveness of sponsorship communications, and thereby the success of corporate sponsorship management, is considerably influenced by the multi-faceted, theoretical concept of congruence. In this paper, sponsors’ management approaches to disability sport relationships are presented, as well as an examination of the role congruence plays in the sponsorship process. The aim of the study was to investigate whether, and where, congruence was a consideration when examining the end-to-end sponsorship management of disability sport properties in Australia. Semi-structured interviews were used to assess congruence within each stage of the sport sponsorship management framework – strategy, objectives, selection, implementation and measurement. The various forms of congruence were found to align with past work of sponsorship in regards to congruence prominence within the management framework. A key distinguishing factor of disability sport sponsorship relationships was the emphasis placed by sponsors on mission and value congruence.     

体育赛事热议事件对大学生价值观形成的影响

体育比赛某事件通过新闻媒体的报道、网络的传播,在体育明星效应影响下,吸引年轻一代的广泛参与并形成热议,对当今大学生价值观形成具有重要的影响作用。本文在探讨体育赛事热议事件特性的基础上,阐述其对当代大学生价值观形成的影响作用。     

我国体育消费者的需要、动机和行为的研究

运用文献资料、逻辑推理等研究方法 ,对体育消费者的需要、动机和行为进行了深入分析。提出体育消费者行为的一般规律是 :体育需要—心理紧张—产生动机—选择目标—目标行为—需要满足—新的需要。研究旨在为有关部门正确引导体育消费 ,调整产业结构 ,提供了理论依据。