both the sponsoring firm and the sponsored sports team are western (i.e. foreign), Asian fans’ identification with the team … insights into the under‐researched aspect of sports sponsorship, by examining the effect on Asian fans’ purchase intension when … both the sponsoring firm and the sponsored sports team are western. Moreover, most of the prior literature on sports …

Concerns about a slowdown in the sports marketing business have recently been expressed. A major conference …, SportBusiness 2001, included a session asking if the boom was over. Assuming that the level of sponsorship activity is a key … indicator of the real state of the industry, we conducted an analysis of the amount spent worldwide on acquiring sponsorship …

Purpose Based on the increasing significance and proliferation of sports marketing and sponsorship, it is important to … explore the state of sports marketing and sponsorship research, assess the development of sponsorship-related research, and … improve our knowledge of sports marketing and sponsorship. Design/methodology/approach This study used content analysis that …

toward the ad. Originality/value The findings suggest that in order to maximize online sports sponsorship outcomes, companies … which could come from the online sports sponsorship territory.  …Purpose Although high-profile sport league website sponsorships have increased in popularity over the last decade …

& Shuman, 1988, p.44) by investigating the spectrum of opportunities that are available to small firms - whether as sports … approach is employed to explore the nature of sponsorship activities being undertaken by small enterprises and to contribute to … the advancement of the authors' 'philanthropy-sponsorship' continuum. This research makes two contributions. First, it …

Endorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports … marketing. However, the recent phenomenon of non-sports celebrities owning sports teams has received little research attention …. This study uses a survey of Indian respondents in the context of a major sport (cricket) in India to explore the impact of …

experiment was conducted where the number of different sponsorship activities by the same sponsor (i.e. one or two) in a sport … and a larger array of sponsored entities such as different sports events, art events, athletes, and cultural organizations … consumers make goodwill assumptions when sponsorship is used in combination with advertising. Design/methodology/approach – An …

League seasons. Findings – The results indicate that Under Armour’s lack of football (soccer) presence in the context of the … articulation that brands such as Nike and Adidas were “forced” onto fans. Additionally, for the first time in the sports … sponsorship literature, the findings reveal fans engaging with brands in a utilitarian manner, expressing concerns relating to …

the team with the most visiting fans during the festival of football was not neighbors Uruguay, nor was it football …

study raises important ethical and social responsibility issues with broader implications suggesting that sports …