Purpose: Technological innovations could allow for real-time control of sponsor exposure during sport broadcasts to increase the capacity of sponsor messages to attract attention. While such an approach requires knowledge on the interplay between in-game events and viewers' attention to sponsor...

Purpose: The purpose of this paper is to examine the impact of exposure-related and consumer-related factors on the return of sponsorship investment through their influence on viewers’ attention for sponsor signage. Design/methodology/approach: Data were collected through an experimental...

Purpose: This study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and concurrent sponsors. Design/methodology/approach: Using systematically manipulated press releases, 216 sport-interested...

Live sport broadcasts can evoke emotions in consumers and allow companies to reach their audience in environments that allow for automatic processing of brand messages. However, only few studies have applied psychophysiological methodologies to assess how the live nature of a competition and...