Jonathan A. Jensen
Jonathan A. Jensen and T. Bettina Cornwell
With firms spending $60 billion on sponsorship annually, it has become an integral part of the marketing mix and is necessary for the survival of many sport organizations. Despite the importance of these partnerships, conditions that may jeopardize what can be a long-term relationship for both sides are underresearched. Utilizing survival analysis modeling to examine a longitudinal dataset of 69 global sponsorships, the purpose of this research is to isolate factors that predict the dissolution of such partnerships and test a dynamic, integrated model of sponsorship decision-making. From the perspective of the sponsoring firm, congruence and high levels of brand equity were found to reduce the hazard of dissolution. Results indicate that economic conditions, such as an inflationary economy, are a statistically significant predictor of sponsorship dissolution. Increased clutter was also detrimental, with every one sponsor added increasing the hazard of dissolution, demonstrating the importance of exclusivity in global sponsorships.
Jonathan A. Jensen, Shaina M. Ervin and Stephen W. Dittmore
Social media have become an increasingly important tool for college coaches and administrators to connect with fans, alumni, and recruits. However, despite their increasing prevalence, it is not well understood which factors may contribute to the reach and popularity in social media of high-profile figures such as coaches and athletic directors. Using Football Bowl Subdivision head football coaches and the popular social-media platform Twitter, this case study sought to explore the potential influence of on-field performance on coaches’ popularity in social media. Among the results is the finding that the most influential factor is the football program’s prestige (long-term success), while the coach’s on-field success and the size of the school’s fan base are of lesser importance. Given the increasing influence of social media in intercollegiate athletics, the case study’s results feature several important considerations for administrators seeking to use social-media platforms to increase the reach of their athletic programs.
Joe Cobbs, B. David Tyler, Jonathan A. Jensen and Kwong Chan
Accessing and exploiting organizational resources are essential capabilities for competitive sport organizations, particularly those engaged in motorsports, where teams lacking resources frequently dissolve. Corporate sponsorship represents a common method for resource acquisition, yet not all sponsorships equally benefit the sponsored organization. Sponsorship utility can be dependent on institutional dynamics such as league governance that produces competitive disparities. Through this study we extend the resource-based view to assert that sponsorships vary in their propensity to contribute to team survival, warranting prioritization in sponsorship strategy based on access to different sponsor resources. To empirically investigate the influence of a variety of sponsorships, survival analysis modeling was used to examine 40 years of corporate sponsorship of Formula One racing teams. One finding from the longitudinal analysis was that sponsorships offering financial or performance-based resources enhance team survival to a greater degree than operational sponsorships. However, such prioritization is subject to team experience, changes in institutional monetary allocation, and diminishing returns.
Jonathan A. Jensen, Brian A. Turner, Jeffrey James, Chad McEvoy, Chad Seifried, Elizabeth Delia, T. Christopher Greenwell, Stephen Ross and Patrick Walsh
Published 4 decades ago, “Basking in Reflected Glory: Three (Football) Field Studies” (Cialdini et al., 1976) is the most influential study of sport consumer behavior. This article features re-creations of Studies 1 and 2, exactly 40 years after the original publication. The results of Study 1 were reproduced, with participants more than twice as likely to wear school-affiliated apparel after wins and 55% less likely after losses. The study also extends the BIRGing literature in its investigation of the influence of gender and the effect’s salience over time. Study 2’s results were not reproduced. However, study participants were significantly more likely to use first-person plural pronouns, providing further empirical evidence of BIRGing behaviors. This article makes a novel contribution to the sport consumer behavior literature by advancing the study of one of the field’s most foundational theories and serving as an impetus for future investigations of BIRGing motivations.