Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness

Dees, W., Gay, C., Popp, N., & Jensen, J. A., Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness. Sport Marketing Quarterly, Forthcoming

30 Pages Posted: 14 Jun 2018

See all articles by Windy Dees

Windy Dees

University of Miami

Colin Gay

University of North Carolina (UNC) at Chapel Hill

Nels Popp

University of North Carolina (UNC) at Chapel Hill

Jonathan A. Jensen

University of North Carolina at Chapel Hill

Date Written: May 9, 2018

Abstract

Brand awareness is frequently cited as a main objective for firms engaging in sponsorship, and is often used as a measurement of sponsorship effectiveness. Meanwhile, sport sponsorship has evolved from static signage and one-way messaging to include an exhaustive list of assets and intangible rights, along with extensive on-site activation, each with a specific incremental cost. Yet, it is unknown whether the mix of assets and rights firms may choose to purchase, along with an investment in activation, impacts their ability to generate greater sponsorship effectiveness, in the form of brand awareness. While controlling for duration as a sponsor, results indicate that the selection of videoboard and LED in-stadium advertising, as well as on-site activation, led to increased brand awareness for sponsors. Moreover, category exclusivity and official status designation were also statistically significant predictors of brand recognition, with exclusivity doubling the probability that a sponsor is recognized by consumers.

Keywords: Sponsorship Effectiveness, Sponsorship ROI, Brand Awareness

Suggested Citation

Dees, Windy and Gay, Colin and Popp, Nels and Jensen, Jonathan, Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness (May 9, 2018). Dees, W., Gay, C., Popp, N., & Jensen, J. A., Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness. Sport Marketing Quarterly, Forthcoming, Available at SSRN: https://ssrn.com/abstract=3186157

Windy Dees

University of Miami ( email )

Coral Gables, FL 33124
United States

Colin Gay

University of North Carolina (UNC) at Chapel Hill ( email )

102 Ridge Road
Chapel Hill, NC NC 27514
United States

Nels Popp

University of North Carolina (UNC) at Chapel Hill ( email )

102 Ridge Road
Chapel Hill, NC NC 27514
United States

Jonathan Jensen (Contact Author)

University of North Carolina at Chapel Hill ( email )

308 Woollen
Chapel Hill, NC 27599
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
210
Abstract Views
646
rank
157,616
PlumX Metrics