How Corporate Sport Sponsorship Impacts Consumer Behavior

Abstract

Corporate sport sponsorship is one of rketers have at their disposal to try and reach discussed forms of marketing rstanding of how e purpose of this conceptual piece to examine the relationship ), affective (evaluative emotional attachments), and impact on consumer behavior. Attitudes can be changed by altering one or more of the three components. Sponsorship seems to affect the affective component of an attitude b rt team and the company’s oduct. However sponsorship can also affect the attitudinal cognitive component by altering brand beli ns. It should be noted aging activities are hen dealing with cognitive changes. Regardless, the ultimate goal o ate sponsorship is to change re attitude resulting in positive beha (e.g., shopping and purchases) Marketers strive to make positive connections with consumers via numerous “tools” such as advertising, ublic relations, promotional tie-ins, and sponsorship. At present corporate sport sponsorship is becoming a very rominent marketing vehicle. Sponsorship occurs when a corporation funds a program (e.g., television or radio) or vent whereby the sponsoring corporation has promotional material included into the program or event. Originally, dvertising for radio and T.V. programs occurred in the form of corporate sponsorship (Harvey, 2001). Over the ears, corporate sponsorship has grown to become a huge promotional tool. For example, in the United Kingdom, onsorship expenditures increased from 4 million dollars in 1970 to 107.5 million dollars in 1997. Likewise, onsorship expenditures in the United States increased from 850 million dollars in 1985 to 8.7 billion dollars in 000. In 1994, 4500 companies spent around 4.2 billion dollars on sponsorship rights in North America and 67 ercent of the rights purchased were sport related (McDaniel, 1999). Anheuser-Busch and Phillip Morris are some of the more active companies involved with corporate onsorship with each spending in excess of 135 million dollars on sponsorship in 1998. In particular, corporate orting event sponsorship has become increasingly popular. For example, Coca Cola spent at least 650 million ollars on the Atlanta Olympic Games. MasterCard spent around 100 million dollars on the World Cup. North merican corporations in 1999 invested 7.6 billion dollars in sponsorship with 67 percent of the money going on orts (Meenaghan, 2001; Madrigal, 2000). of e a esult, the sports indus Westerners are otivated to achieve thletic activity a week (Douvis, 2004). Problems facing marketers include how to assess the effects of sport sponsorship on consumer behaviors and how checking accounts, 4 million dollars in deposits and a 300 percent return on its investme the many tools ma consumers and influence them to buy their products and yet one of the least communications addressed in the marketing literature. A key to effective sponsorship is the unde consumer attitudes are formed and change. It is th between sponsorship and attitudes. Attitudes are comprised of enduring cognitive (beliefs behavior tendencies towards an object. As such, attitudes have a strong then y creating a positive association between the consumer’s spo pr efs/perceptio though r that lever helpfu nti l w f corpo the e viors .

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