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Volume 7, Issue 4
1 July 2006
International Journal of Sports Marketing and Sponsorship Cover Image for Volume 7, Issue 4
Research Article| July 01 2006

Season-ticket holder satisfaction and sponsor-related behaviour: evidence of a positive relationship

Robin N. Shaw;
Robin N. Shaw
Professor of Marketing, Deakin Business School, Deakin University, Melbourne, Australia
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Heath McDonald
Heath McDonald
Associate Professor of Marketing, Deakin Business School, Deakin University, Melbourne, Australia
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2515-7841
Print ISSN: 1464-6668
© 2006 by Winthrop Publications Limited
2006
licensed reuse rights only
International Journal of Sports Marketing and Sponsorship (2006) 7 (4): 23–30.
https://doi.org/10.1108/IJSMS-07-04-2006-B006

Fan attention and response to sponsorship is affected by a range of variables, including the duration of sponsorship and fan commitment to the sporting organisation. The results of surveys of the members of six Australian Football League clubs indicated that there is a positive relationship between the satisfaction levels of season-ticket holders and their orientation towards club sponsors' products and brands.

Keywords: satisfaction, sponsor-related behaviour, AFL members, season-ticket holders, sporting clubs
This content is only available via PDF.
© 2006 by Winthrop Publications Limited
2006
licensed reuse rights only
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