... and was complemented by media content analysis. Findings The results highlight both parallels and key distinctions in the individual phases of the management process of sport sponsorship. The key distinctions comprise the predominance of situational and campaign-oriented planning over multi-year strategies...

.... It offers novel insights into banner blindness and advertising effectiveness during live esports events, informing evidence-based sponsorship strategies. Kevin Byon can be contacted at: kbyon@smu.edu 20 06 2025 21 08 2025 05 09 2025 © Emerald Publishing Limited 2025 Emerald...

...Manuel Alonso Dos Santos; Sardar Mohammadi; Beicy Viviana Acosta González; Sergio Aguado Berenguer Purpose This study aims to examine the effectiveness of sponsorship in terms of attitude and purchase intention at an unofficial event broadcast (Kings League) through streaming, considering attitude...

... Services (AWS) sponsorship with the National Football League (NFL). This sponsorship features functional congruence, which is when a sponsor has a participatory role in performing services for the property. Design/methodology/approach The AWS sponsorship with the NFL is captured by examining specially...

... on consumer perceptions of sponsorship evaluations depended on whether the scandal was gender related scandal, recreational drug use, gender violence, unplanned and planned on-field scandals. Gender violence and planned on-field scandals can have an overwhelmingly negative impact on sponsorship evaluations...

...Bülent Aras; Meltem Özel Purpose The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s demand strategy and takes into account the opinions and attitudes of Spanish nationals...

...Hossein Abdolmaleki; Sardar Mohammadi; Mehdi Babaei; Behzad Soheili; Geoff Dickson; Dan Funk Purpose This study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship, and specifically...

...Remco Beek; Jo Van Hoecke; Inge Derom Purpose Contextual changes in communications, social activism and perceptions of commercialization have changed the dynamics in sponsorship. This paper investigated the patterns in sponsorship and social justice within the context of a major sports event...

... type of brand image, with a positive image and brand awareness essential for this sports apparel company. If the company finds itself in a media spotlight their brand equity can become damaged. Originality/value With very little research available on the Israel/Palestine from a sport sponsorship...

...Manuel Alonso Dos Santos; Manuel J. Sánchez-Franco; Eduardo Torres-Moraga; Ferran Calabuig Moreno Purpose This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship. Design/methodology/approach...

... to participate in the context of ELEs and revealed the noticeable but limited moderating effects of BEIF and sport identification. Originality/value This study highlighted the importance of sponsorship in the marketing communications of ELEs and suggested prioritizing the overall attributes of sponsors...

... is the corresponding author and can be contacted at: f.boronczyk@dshs-koeln.de 10 03 2021 18 08 2021 01 10 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Sponsorship Eye tracking Attention Live broadcasts Over recent years...

..., with some studies suggesting that the announcement of sponsorship contracts is a positive event and others finding detrimental effects of the announcement on shareholder value. This study aims to analyze the mixed findings from event studies in sport sponsorship to determine if sponsorship announcements...

...Sara Shoffner; Mark Slavich; Gi-Yong Koo Purpose In 2017, the National Basketball Association (NBA) became the first major professional North American sport league to adopt jersey sponsorship. While professional leagues across the globe have allowed this practice for decades, the NBA's decision...

...Tae-Ahn Kang; Hirotaka Matsuoka Purpose This study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via sponsor–property fit and the moderating effect of the overlapped mission between...

... suggest that sport teams' managers should consider the need to increase the level of fans' identification regarding the teams they support. On the other hand, sponsorship operations must be performed with consistency and authenticity to promote greater perceived congruence to form positive attitude...

...Jonathan A. Jensen; David Head; Christopher Mergy Purpose Naming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for decades, while others end after just a few years, have yet...

...Manuel Alonso Dos Santos; Ferran Calabuig Moreno; Vicente Prado Gascó; Jonathan Cuevas Lizama Purpose The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement. Design...

...Sanghak Lee; Young Ik Suh Purpose This study aims to examine the influence of a sports-related accident and its severity on sponsorship effects, including brand recognition, attitude toward the sponsoring brand and purchase intention. Design/methodology/approach The fear appeal theory...

...Bjoern Ivens; Florian Riedmueller; Peter van Dyck Purpose The purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises. Design/methodology/approach Qualitative and quantitative data from Germany are analyzed in a case study approach...