Sponsors increasingly shift from large professional to community-based properties, as these can deliver an engaged audience and enable sponsors to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community-based sponsorship may improve...

Purpose: Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors’ valuable contribution. However, what is the effect of such...

Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor-event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit...