Despite the now well developed use of sponsorship-linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity...

In a field study at a professional tennis event, the authors examine attendees’ visual processing and need for cognition in sponsorship processing. To add a managerial perspective, depth interviews are conducted with senior managers in sport/event management. Field study findings demonstrate...