Abstract
For most sport organisations, sport sponsorship represents a significant source of funding and provision of resources. At the same time, it is highly conditional. The success of sponsorship acquisition is largely determined by the construct of congruence, which is to be understood as the perceived fit between the sponsor and the sponsee. Product fit and the fit of target groups have the greatest influence on perceived congruence. The successful use of sport sponsorship involves seven tasks: (1) providing personnel and organisational prerequisites, (2) defining sponsorship principles, (3) specifying sponsorship objectives, (4) determining target groups and the scope of sponsorship, image, and brand profile, (5) compiling the overall tableau of individual services offered and developing corresponding sponsorship packages, (6) designing a stringent overall sponsorship concept, and (7) analysing the relevant market for potential sponsors.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
Notes
- 1.
A detailed description of the dimensions is given in Sect. 3.
- 2.
An advertising equivalent monetary value can be calculated based on the media coverage of the sponsor and the advertising prices in the individual media, which serves as an orientation for the price of a sponsorship.
- 3.
The seventh dimension “duration of the sponsorship relationship” is not considered below, as the focus is primarily on the acquisition of new sport sponsors.
References
Becker-Olsen, K., & Hill, R. P. (2006). The impact of sponsor fit on brand equity. The case of nonprofit service providers. Journal of Service Research, 9(1), 73–83.
Becker-Olsen, K., & Simmons, C. J. (2002). When do social sponsorships enhance or dilute equity? Fit, message source, and the persistence of effects. Advances in Consumer Research, 29, 287–289.
Breuer, C., & Feiler, S. (2015). Sportvereine in Deutschland—ein Überblick. In C. Breuer & S. Feiler (Eds.), Sportentwicklungsbericht 2013/2014. Analyse zur Situation der Sportvereine in Deutschland. Kurzfassung (pp. 15–50). Cologne: Sportverlag Strauß.
Breuer, C., & Rumpf, C. (2012). The viewer’s reception and processing of sponsorship information in sport telecasts. Journal of Sport Management, 26(6), 521–531.
Breuer, C., & Rumpf, C. (2015). The impact of color and animation on sports viewers’ attention to televised sponsorship signage. Journal of Sport Management, 29(2), 170–183.
Bruhn, M. (2010). Sponsoring. Systematische Planung und integrativer Einsatz (5th ed.). Wiesbaden: Gabler.
Cornwell, T. B. (1995). Sponsorship-linked marketing development. Sport Marketing Quarterly, 4(4), 13–24.
Cornwell, T. B. (2014). Sponsorship in marketing. Effective communication through sports, arts and events. London: Routledge.
Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause. The role of identification in purchase intent. Journal of Business Research, 58(3), 268–276.
Cornwell, T. B., Relyea, G. E., Irwin, R. L., & Maignan, I. (2000). Understanding long-term effects of sports sponsorship: Role of experience, involvement, enthusiasm and clutter. International Journal of Sports Marketing and Sponsorship, 2(2), 39–55.
Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing. Opening the black box. Journal of Advertising, 34(2), 21–42.
Cunningham, S., Cornwell, T. B., & Coote, L. V. (2009). Expressing identity and shaping image: The relationship between corporate mission and corporate sponsorship. Journal of Sport Management, 23(1), 65–86.
Dees, W., Bennett, G., & Ferreira, M. (2010). Personality fit in NASCAR: An evaluation of driver-sponsor congruence and its impact on sponsorship effectiveness outcomes. Sport Marketing Quarterly, 19(1), 25–35.
DeGaris, L., & West, C. (2013). The effects of sponsorship activation on the sales of a major soft drink brand. Journal of Brand Strategy, 1(4), 403–412.
DeGaris, L., West, C., & Dodds, M. (2009). Leveraging and activating NASCAR sponsorships with NASCAR-linked sales promotions. Journal of Sponsorship, 3(1), 88–97.
Drees, N. (1992). Sportsponsoring. Wiesbaden: Deutscher Universitätsverlag.
Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix? Journal of Retailing, 76(3), 393–406.
ESP. (2017). What sponsors want and where dollars will go in 2017. https://www.sponsorship.com/IEG/files/7f/7fd3bb31-2c81-4fe9-8f5d-1c9d7cab1232.pdf. Accessed December 16, 2017.
Gilmore, A. (2011). Entrepreneurial and SME marketing. Journal of Research in Marketing and Entrepreneurship, 13(2), 137–145.
Gilmore, A., Carson, D., & Grant, K. (2001). SME marketing in practice. Marketing Intelligence & Planning, 19(1), 6–11.
Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship. The role of image transfer. Journal of Advertising, 28(4), 47–57.
Haley, E. (1996). Exploring the construct of organisation as source. Consumers‘ understandings of organisational sponsorship of advocacy advertising. Journal of Advertising, 25(2), 19–35.
Hermanns, A., & Marwitz, C. (2008). Sponsoring. Grundlagen, Wirkungen, Management, Markenführung (3rd ed.). Munich: Vahlen.
IG Sponsoring. (2006). Leitfaden für das Erstellen einer Sponsoringanfrage. https://www.sponsoringschweiz.ch/media/archive1/services/leitfaden_erstellung_sponsoringanfra.pdf. Accessed October 31, 2017.
Johar, G. V., & Pham, M. T. (1999). Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research, 36(3), 299–312.
Madrigal, R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors‘ products. Journal of Advertising, 29(4), 13–24.
Madrigal, R. (2001). Social identity effects in a belief-attitude-intentions hierarchy. Implications for corporate sponsorship. Psychology & Marketing, 18(2), 145–165.
Mayo, D., & Bishop, T. (2010). Fixed rights to activation ratios can harm sponsorship ROI. Journal of Sponsorship, 4(1), 9–14.
McDaniel, S. R. (1999). An investigation of match-up effects in sport sponsorship advertising. The implications of consumer advertising schemas. Psychology & Marketing, 16(2), 163–184.
McKelvey, S., & Grady, J. (2008). Sponsorship program protection strategies for special sport events. Are event organisers outmaneuvering ambush marketers? Journal of Sport Management, 22(5), 550–586.
Meenaghan, T. (2001). Understanding sponsorship effects. Psychology & Marketing, 18(2), 95–122.
Menon, S., & Kahn, B. E. (2003). Corporate sponsorships of philanthropic activities. When do they impact perception of sponsor brand? Journal of Consumer Psychology, 13(3), 316–327.
Mikhailitchenko, A. G., Tootelian, D. H., & Mikhailitchenko, G. N. (2012). Exploring saturation levels for sponsorship logos on professional sports shirts: A cross-cultural study. International Journal of Sports Marketing and Sponsorship, 13(2), 2–16.
Nielsen Sports. (2016). Sponsor-Trend 2017. Status und Trends im Sponsoringmarkt in Deutschland, Österreich und der Schweiz. Cologne: Nielsen Sports.
Olson, E. L., & Thjømøe, H. M. (2011). Explaining and articulating the fit construct in sponsorship. Journal of Advertising, 40(1), 57–70.
Pham, M. T. (1992). Effects of involvement, arousal, and pleasure on the recognition of sponsorship stimuli. In J. F. Sherry, Jr. & B. Sternthal (Eds.), Advances in consumer research (pp. 85–93). Association for Consumer Research.
Pracejus, J. W. (2004). Seven psychological mechanisms through which sponsorship can influence consumers. In L. R. Kahle & C. Riley (Eds.), Sports marketing and the psychology of marketing communication (pp. 175–190). Mahwah, NJ: Lawrence Erlbaum Associates.
Pracejus, J. W., & Olsen, G. D. (2004). The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57(6), 635–640.
Quester, P. G., & Thompson, B. (2001). Advertising and promotion leverage on arts sponsorship effectiveness. Journal of Advertising Research, 41(1), 33–47.
Repucom. (2015a). SPONSOR-TREND 2015. Status und Trends im Sponsoringmarkt in Deutschland, Österreich und der Schweiz. Cologne: Repucom.
Repucom. (2015b). SPONSOR-TREND 2016. Status und Trends im Sponsoringmarkt in Deutschland, Österreich und der Schweiz. Cologne: Repucom.
Repucom. (2016). Sponsor-Trend 2016. Status und Trends im Sponsoringmarkt in Deutschland, Österreich und der Schweiz. Cologne: Repucom.
Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship. The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29–42.
Santomier, J. (2008). New media, branding and global sports sponsorship. International Journal of Sports Marketing and Sponsorship, 10(1), 15–28.
Sieland, M. (2013). Wirtschaftliche und nicht-wirtschaftliche Motive bei der Auswahl des Sponsoringobjektes im Sport. In C. M. Schmidt (Eds.), Optimierte Zielgruppenansprache. Werbende Kommunikation im Spannungsfeld von Kulturen und Stakeholder-Interessen (pp. 197–222). Wiesbaden: Springer VS.
Simmons, C. J., & Becker-Olsen, K. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(4), 154–169.
Skildum-Reid, K., & Grey, A.-M. (2014). The sponsorship seeker’s toolkit (4th ed.). New York: McGraw-Hill Education.
Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226–238.
Sport + Markt & ESB. (2013). Sponsoringbarometer Österreich 2012/2013.
Sportfive. (2010). Sportprofile AWA 2010. Hamburg: Sportfive.
Walliser, B. (1995). Sponsoring. Bedeutung, Wirkung und Kontrollmöglichkeiten. Wiesbaden: Gabler.
Walzel, S. (2019). Beziehungsmanagement im Sport (Sponsoring). In S. Walzel & V. Römisch (Eds.), Teamsport-management (pp. 249–267). Berlin: Springer Gabler.
Walzel, S., & Schubert, M. (2018). Sportsponsoring. Grundlagen, Konzeption und Wirkungen. Berlin: Springer Gabler.
Weeks, C. S., Cornwell, T. B., & Drennan, J. C. (2008). Leveraging sponsorships on the Internet. Activation, congruence, and articulation. Psychology & Marketing, 25(7), 637–654.
Woisetschläger, D. (2006). Markenwirkung von Sponsoring. Wiesbaden: Deutscher Universitätsverlag.
Woisetschläger, D., Eiting, A., Hasselhoff, V. J., & Michaelis, M. (2010). Determinants and consequences of sponsorship fit: A study of fan perceptions. Journal of Sponsorship, 3(2), 169–180.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Walzel, S., Schubert, M. (2021). Sports Sponsorship as a Funding Instrument. In: Walzel, S., Römisch, V. (eds) Managing Sports Teams. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-56495-7_9
Download citation
DOI: https://doi.org/10.1007/978-3-030-56495-7_9
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-56494-0
Online ISBN: 978-3-030-56495-7
eBook Packages: Economics and FinanceEconomics and Finance (R0)