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Abstract On the basis of balance theory, corporate sponsorship of a well-liked charitable event is hypothesized to result in significant enhancement of consumer-perceived corporate community relations. However, on the basis of attribution theory, it is proposed that subjects would employ negative attributions (i.e., corporate self-interest) to explain the sponsorship. Furthermore, it is hypothesized that a structural equation model of charitable event sponsorship will show a significant negative path leading from the negative attributions construct to the outcome construct. As predicted, event sponsorship resulted in a significant enhancement of corporate community relations. However, the hypothesized path was not significant. The effects of sponsorship linkage on the outcome variable were largely mediated through the positive attributions construct. Journal Information As the premier journal devoted to the development of advertising theory and its relationship to practice, The Journal of Advertising serves as a public forum where ideas about advertising can be expressed and debated. The journal covers all research related to the various types of advertising, giving special attention to research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research. Other topics of interest recently covered include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising. Publisher Information Building on two centuries' experience, Taylor & Francis has grown rapidlyover the last two decades to become a leading international academic publisher.The Group publishes over 800 journals and over 1,800 new books each year, coveringa wide variety of subject areas and incorporating the journal imprints of Routledge,Carfax, Spon Press, Psychology Press, Martin Dunitz, and Taylor & Francis.Taylor & Francis is fully committed to the publication and dissemination of scholarly information of the highest quality, and today this remains the primary goal. Rights & Usage This item is part of a JSTOR Collection. Presentation on theme: "Sports Marketing The Event Triangle Sponsorship Competencies 100-107."— Presentation transcript: 1 Sports Marketing The Event Triangle Sponsorship Competencies
2 Event Triangle The model for studying the exchanges developed in Sports Marketing is formatted as an Event Triangle.
The Event Triangle emphasizes the relationships between producers and consumers in the sports marketing model. 3 Components of the Event Triangle 4 The “Event” The Event is the sporting or entertainment event which will draw participants, spectators and
sponsors The Event can be amateur or professional The Event may provide entertainment The Event may provide an opportunity for exposure for sponsors 5 Examples of Events Superbowl Olympics NCAA “March
Madness” 6 The
“Sponsor” The Sponsor can use the Event to reach important consumers for the company The Sponsors can utilize the draw of the Event to market its products or services The Sponsor can leverage its relationship to further business opportunities
7 The “Fan” (Spectator) The Fan typically attends the Event as a source of entertainment The Fan usually
pays to attend the Event The Fan may be exposed to promotions for the event and event sponsors 8 The Fan’s Role in Sports 9 Exchanges in the Triangle 1 10 Exchanges in the Triangle 2 11 Exchanges in the Triangle 3 12 Event Marketing Concerns
13 Effects of Media Broadcasting on the Event Triangle 14 Effects of Social Media on the Event Triangle 15 Your Turn… Choose 1 event & make paper foldable Which of the following is the event sponsorship triangle?The three sides of the Event Triangle represent the three different stakeholders: participants, spectators, and sponsors.
What elements are usually included in a sponsorship agreement?That said, the basics of a sponsorship agreement often include:. The date the parties enter into the agreement.. The names and addresses of the sponsor and rights holder/property.. The start and end date the agreement.. Terms regarding the right of renewal/right of first refusal.. What is the purpose of the event triangle?The event triangle is the model for studying the exchanges developed in sports marketing. It places emphasis on the relationships between producers and consumers.
Which of the following is a common sponsorship objective?Developing community relations is the most important sponsorship objective for both business and consumer companies. There are usually many such opportunities to help a community. Two or more companies can join hands to sponsor a programme beneficial to the community where they are based.
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Which of these is not part of the sponsorship triangular business relationship?
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