Event sponsorship has been recognised as an effective means through which companies can communicate with target markets and attendees of sports events. This study investigates the interrelationship between satisfaction with event sponsors, goodwill and fan identification and their influence on purchase intentions at a state sports festival held in Lakeland, Florida. Results indicate that satisfaction with event sponsors mediated goodwill and purchase intentions while controlling for the effects of fan identification. In addition, results differed between competitors and spectators of the event.

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Due to the perceived benefits of NCAA Division I participation, institutional decision makers regularly encounter the appropriate extent of intercollegiate athletics commitment. Amid evidence of limited profitability, many institutions continue investment in Division I athletics. However, select institutions have redirected Division I athletic commitment from former failing courses of action. Based on escalation of commitment theory, this study investigated de-escalation of commitment within the bureaucratic educational setting of Division I athletics by implementing a collective case study of select higher learning institutions (N= 8). Participants (n= 32) included decision makers involved in the development and implementation of de-escalation initiatives. Findings revealed unique theoretical contributions related to the absence of negative feedback and importance of accurate information in redefining the magnitude of a problem. Contrary to previous de-escalation research, findings provided further contribution related to the importance of limited stakeholder consultation and a lack of engagement in impression management among decision makers.

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