Article2012

The Role of Mega-Sports Event Interest in Sponsorship and Ambush Marketing Attitudes

Eric W. MacIntosh · John P. Nadeau · Benoît Séguin · Norm O’Reilly · Cheri L. Bradish · David Legg

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sport and Mega-Event Impacts

Abstract

Sponsorship of mega-sports events continues to be one of the most popular forms of marketing. The international appeal and reach of the Olympic Games, in particular, is amongst the top advertising and sponsorship opportunities in the world for international branding. In turn, the marketing value provided by the Olympic Games has attracted the interest of multiple sponsors in various categories, leading to competitive hosting bids and ambush marketing. This study examined mega-sports event interest as a determinant of sponsorship and ambush marketing attitudes, as well as the purchase intention of affiliated properties during the 2010 Vancouver Olympic Winter Games. In total, 619 consumer surveys were collected from four different Canadian cities. Results showed that overall consumer interest was high, and that their purchase intention was strongly influenced by level of interest.

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References

1985Measuring the Involvement Construct 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer 1988Recent Attribution Research in Consumer Behavior: A Review and New Directions 2001Consumers’ Responses to Negative Word‐of‐Mouth Communication: An Attribution Theory Perspective 2007The Interrelationship between Sport Event and Destination Image and Sport Tourists' Behaviours 2003An international review of sponsorship research: extension and update 1972Attitudes and Opinions 2006Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions

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2018Sponsorship of the 2016 Rio Olympic Games: An Empirical Examination of the Reactions to Local Sponsors and Rival Brands 2018An Examination of Employees’ Response to Sponsorship: The Role of Team Identification 2019The gladiatorial sponsorship arena: how ambushing impacts memory 2015A Systematic Literature Review on Ambush Marketing in Sport 2018European football supporter attitudes toward ambush marketing

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