Current knowledge on the behavioral response to sponsorship is to a large degree based on field studies measuring self-reported purchase intentions. In an effort to provide more solid evidence for the impact of sponsorship-linked communication on brand choice behavior, a controlled lab study was carried out. A fictitious brand was created and virtually embedded into real sport broadcasts serving as stimulus clips. To measure the cognitive, affective, and behavioral outcomes, multiple methods such as eye tracking, a brand feeling scale, and a spontaneous choice test were applied. Compared with the control group, participants in the stimulus group were significantly more likely to choose the fictitious target brand. Moreover, the study finds that brand choice behavior is sensitive to changes in brand feelings. The results can be regarded as a next step in predicting the behavioral outcomes from sponsorship as the basis to calculate its financial return.
Christopher Rumpf and Christoph Breuer
Christoph Breuer and Christopher Rumpf
Although competition for viewers’ attention to sponsorship signage in sport telecasts has become a growing issue in sponsorship-linked marketing, sport management research has not yet investigated how to create eyecatching sponsorship signage in the cluttered visual surroundings of sport events without negatively affecting the viewers’ first objective: watching sports. This research takes into account the peculiarities of televised sport sponsorship platforms by including (1) the concurrent appearance of sport action and sponsor signage, (2) the color contrast between signage and sport surroundings, and (3) viewer confusion as a reaction to an overload of sponsorship information. Based on a laboratory study, it was found that both color and animation significantly impact sports viewers’ attention. However, animation can lead to visual confusion for television sport viewers, and may jeopardize intended sponsorship effects. These findings provide scientific evidence for the opportunities and risks of visual features in sponsorship-linked marketing.
Christoph Breuer and Christopher Rumpf
Although enormous sums are spent on sport sponsorships, knowledge of sponsorship information processing is still limited. For a continuing growth of sponsorship as a field significant improvements in our understanding of sponsoring effectiveness are required. Whereas the direct effect of sponsor signage exposure on sponsor recall has been identified in several studies, attention to sponsor signage as the mediator of sponsorship information has not been investigated thoroughly. Based on spotlight theory and the associative network model of memory, the present paper addresses this research gap and investigates the viewer’s visual attention to sponsorship information by applying eye tracking methodology. Regression models have been estimated to analyze information reception and processing in sport telecasts. The results reveal that the capture of attention is determined by the placement of sponsor signage and by exposure variables. Furthermore, sponsor recall is found to be a function of attention and brand-related variables.
Pamela Wicker, Christoph Breuer, Markus Lamprecht and Adrian Fischer
Size is a central characteristic of organizations. While previous studies point to size differences among nonprofit sport clubs, size effects have not yet been investigated systematically. The concepts of economies of scale and economies of scope are used to explain size advantages. Yet, club theory stresses that benefits from sharing production costs only exist until some point and decrease afterward. The purpose of this study is to examine size effects in sport clubs using data from two nationwide online surveys in Germany (n = 19,345) and Switzerland (n = 6,098). The results support the existence of economies of scope, since costs decrease with increasing number of different sports (not codes) offered in the same club. Yet, clubs only benefit from reduced costs until some point supporting club theory. Organizational size has a significant effect on various organizational problems. The findings have implications for the management of sport clubs and for policy makers.
Jane E. Ruseski, Brad R. Humphreys, Kirstin Hallman, Pamela Wicker and Christoph Breuer
A major policy goal of many ministries of sport and health is increased participation in sport to promote health. A growing literature is emerging about the benefits of sport participation on happiness. A challenge in establishing a link between sport participation and happiness is controlling for endogeneity of sport participation in the happiness equation.
This study seeks to establish causal evidence of a relationship between sport participation and self reported happiness using instrumental variables (IV).
IV estimates based on data from a 2009 population survey living in Rheinberg, Germany indicate that individuals who participate in sport have higher life happiness. The results suggest a U-shaped relationship between age and self-reported happiness. Higher income is associated with greater self-reported happiness, males are less happy than females, and single individuals are less happy than nonsingles.
Since the results are IV, this finding is interpreted as a causal relationship between sport participation and subjective well-being (SWB). This broader impact of sport participation on general happiness lends support to the policy priority of many governments to increase sport participation at all levels of the general population.