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Sponsorship antecedents and outcomes in participant sport settings

Sponsorship antecedents and outcomes in participant sport settings The purpose of this paper is to measure participants’ sponsorship awareness, and assess a model designed to predict participants’ behavioral intentions toward the sponsors of the Fayetteville Race Series.Design/methodology/approachThe study is based on non-experimental survey research design using path analysis.FindingsPerceived sponsor goodwill had a positive direct effect on participants’ sponsor behavioral intentions, as well as a positive indirect effect partially mediated by sponsor image. Sponsor image and future event participation also had positive direct effects on behavioral intentions. Overall, participants had very positive perceptions of the sponsors’ goodwill and image, and indicated positive future intentions. Participants’ ability to identify event sponsors through aided recall was inconsistent between the two events studied.Practical implicationsThe positive outcomes for sponsors observed in this study should make small, regional, participant-based sport events appealing marketing channels, especially for generating goodwill in the community. Further, even small sponsorship spends can have a significant impact on these smaller events, since traditional funding sources continue to be cut.Originality/valueExisting literature on sponsorship of participant sport-based events has generally focused on large events (i.e. marathons that draw participants nationally), despite the prevalence of smaller scale, regional events around the world. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Sponsorship antecedents and outcomes in participant sport settings

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1464-6668
DOI
10.1108/ijsms-05-2016-0018
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to measure participants’ sponsorship awareness, and assess a model designed to predict participants’ behavioral intentions toward the sponsors of the Fayetteville Race Series.Design/methodology/approachThe study is based on non-experimental survey research design using path analysis.FindingsPerceived sponsor goodwill had a positive direct effect on participants’ sponsor behavioral intentions, as well as a positive indirect effect partially mediated by sponsor image. Sponsor image and future event participation also had positive direct effects on behavioral intentions. Overall, participants had very positive perceptions of the sponsors’ goodwill and image, and indicated positive future intentions. Participants’ ability to identify event sponsors through aided recall was inconsistent between the two events studied.Practical implicationsThe positive outcomes for sponsors observed in this study should make small, regional, participant-based sport events appealing marketing channels, especially for generating goodwill in the community. Further, even small sponsorship spends can have a significant impact on these smaller events, since traditional funding sources continue to be cut.Originality/valueExisting literature on sponsorship of participant sport-based events has generally focused on large events (i.e. marathons that draw participants nationally), despite the prevalence of smaller scale, regional events around the world.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Jan 18, 2019

Keywords: Commitment; Goodwill; Image; Running; Sport sponsor

References