Predicting Return on Investment In Sport Sponsorship

Jensen, Jonathan A.; Cobbs, Joe

doi:10.2501/jar-54-4-435-447

Cited by 69 publications

(48 citation statements)

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“…Still regarding contributions, this study also (i) demonstrated the existence of a great number of regional companies as technical sponsors, broadening the research conducted by Rocco Júnior, Giglio and Mazzei (2014), and (ii) supported the relation between higher brand exposure and better results in competition in terms of media exposure (Jensen, & Cobbs, 2014). However, concerning the latter, we could observe that better results in the competition do not necessarily overcome structural factors that involve other clubs, such as the four major, which consist in the ones with greater media exposure.…”

Section: Closing Remarksmentioning

confidence: 79%

“…The authors support that it was possible to verify the sponsorships with the same results, but with lower costs, and that sponsorship duration has a positive effect in efficiency. Jensen and Cobbs (2014), through the construction of regression models, validated the relations between successful F1 teams and higher brand exposure, and between F1 teams with medium success and a bigger probability of positive ROI (Return-OnInvestiment) of sponsorship. Chen and Reams (2013), on the other hand, used the Structural Equation Modeling (SEM) to create a model to analyze team attachment of an American college soccer based on the variables 'sponsor image', 'purchase intentions' and 'word of mouth'.…”

Section: Cuoghimentioning

confidence: 99%

“…This study's main theoretical contribution consists in the provision of a sponsorship evaluation in the Brazilian context. The study broadened the evaluation methods for soccer teams' sponsorship in the field through an exploratory research that is easily replicable and which does not require robust techniques, considering the need for alternatives in sponsorship evaluation (Crompton, 2004;O'reilly, & Madill, 2009;Jensen & Cobbs, 2014;Slåtten et al 2017;Vance et al, 2016;Walraven et al, 2016).…”

Section: Closing Remarksmentioning

confidence: 99%

“…Besides, Brazilian studies on methods of sponsorship evaluation are also insufficient. At international level, however, there are studies reviewing methods (Crompton, 2004;O'reilly, & Madill, 2009) and an increase in alternative methods to evaluate sponsorship in the last years (Jensen, & Cobbs, 2014;Slåtten et al 2017;Vance et al, 2016;Walraven et al, 2016). Regarding Brazilian market, despite the growing need to demonstrate the results of sponsorships (Hartley, 2015), a great number of companies do not measure such results (Leite, 2016).…”

Section: Introductionmentioning

confidence: 99%

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Sponsorship Evaluation of Soccer Teams: An Exploratory Study of São Paulo State League

Cuoghi

2017

PODIUM

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Brazil is developing in sport management, what gets Brazilian soccer teams to take less advantage over the several means of raising income that exist, among which there is sport sponsorship. In this sense, given its importance and considering the gap of studies using new methods for sponsorship evaluation in Brazil, as well as the importance of A-1 series of São Paulo State League (Campeonato Paulista de Futebol, in Portuguese) -which has not been studied yet -, this paper presents the brands that sponsored the 20 clubs that participated in the aforementioned championship in 2012. We separated the sponsors of the clubs into technical and commercial, pointing out the television media exposure time of each brand to demonstrate strategies that contribute to sport sponsorship and to the soccer teams. The research conducted was exploratory, with consultation to primary and secondary data. Therefore, the theoretical background used was about sport sponsorship and the Brazilian context, and sponsorship evaluation. The results pointed out to a configuration in which major international companies sponsored, preferably, major clubs, obtaining wide exposure on television media. On the other hand, smaller companies, located near the clubs' headquarters, sponsored clubs that participated with lower frequency in the championship, obtaining lower exposure on television media. Finally, the study provided the perception of the benefits that certain sponsorship strategies to smaller clubs may generate by allowing wider television media exposure when the clubs are sponsored concurrently. Keywords EVALUACIÓN DE PATROCINIO DE CLUBES DE FÚTBOL: UN ESTUDIO EXPLOTATORIO EN EL CAMPEONATO PAULISTA RESUMENBrasil está en desarrollo en la gestión deportiva, lo que hace que los clubes brasileños de fútbol obtengan menos ventajas con las diversas formas de generación de recursos que existen, destacándose, entre ellas, el patrocinio deportivo. En este sentido, dada la importancia de este, considerando la brecha de estudios que involucra nuevos métodos para la evaluación de patrocinios en el contexto brasileño y la importancia del Campeonato Paulista de Fútbol (Campeonato Paulista de Futebol, en Portugués) -que aún no ha sido estudiado -, este estudio identificó las marcas que patrocinaron a los 20 clubes del Campeonato en el año 2012. Los patrocinadores fueron separados en técnicos y comerciales, siendo presentada la exposición en medios de televisión de cada club para demostrar estrategias que contribuyen al patrocinio deportivo ya los clubes de fútbol. La investigación conducida fue exploratoria, con consulta a datos primarios y secundarios. La revisión teórica abarcó la temática de los patrocinios deportivos y el contexto brasileño, así como la evaluación de patrocinios. Los resultados demostraron la configuración en que grandes empresas internacionales patrocinaron, preferentemente, clubes más grandes, obteniendo amplia exposición en medios de televisión. Por otro lado, empresas menores, ubicadas cerca de la sede de los clubes, pa...

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Section: Closing Remarksmentioning

confidence: 79%

Section: Cuoghimentioning

confidence: 99%

Section: Closing Remarksmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Sponsorship Evaluation of Soccer Teams: An Exploratory Study of São Paulo State League

Cuoghi

2017

PODIUM

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“…determining the media value generated due to the sponsorship. The values obtained in this way could constitute a target in themselves, or may serve as a means to achieve other research purposes (see : Jensen & Cobbs, 2014;Breurer & Rumpf, 2011). If after announcing a cooperative venture between the enterprise and the sports entity a change in the value of shares of this enterprise is noted, this may also be an indicator of the effects of the company's involvement in the sports sponsorship (see: Kudo et al, 2015).…”

Section: Introductionmentioning

confidence: 99%

Cost of recognisability of a sponsor?s brand achieved through TV broadcasts

Kucharski

Kot

2017

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Research background: The main aim of engaging with the research topic under discussion was the desire to equip those responsible for the process of managing sponsorship campaigns with a method that would enable comparison and evaluation of the results of a given campaign with the effects obtained by other campaigns and different forms of promotion. A significant assumption was that the proposed method does not require any prolonged or expensive research and that it also allows to add other research tools (like e.g. an eyetracker) if need be. The chosen research topic also constitutes an alternative to the usage of advertising value equivalency, as it is not considered a reliable indicator of effectiveness of sponsorship campaigns. Purpose of the article: The central aim of this research study was to evaluate the feasibility of assessing costs incurred by sponsors of sports events as the price of gaining recognisability of their brands by television audiences watching broadcasts of sponsored events. Methods: The research was conducted on the basis of a questionnaire which gave data concerning spontaneous and assisted recognisability of sponsors' brands. Participants conOeconomia Copernicana, 8(3),[447][448][449][450][451][452][453][454][455][456][457][458][459][460][461] sisted of viewers who had watched volleyball match indicated by the investigator. The research also included data obtained from source materials, concerning the costs of sponsorship agreements and viewership of chosen volleyball matches. Findings & Value added:The investigation revealed that it is possible to calculate the costs of reaching television audiences of sports events effectively, i.e. where audiences are given the opportunity to recognize a brand as a sponsor of a given sports event. Results of the research offer sponsorship campaign managers a possibility to compare the costs incurred to reach their target group as part of a specific campaign, with other similar campaigns undertaken by a particular company, as well as with the results achieved by other sponsors of the same events.

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Emergency Management Performance Grant (EMPG) funding allocations and relevance for US disaster policy

Gerber-Chavez

Montano

Savitt

et al. 2023

Risk Hazard & Crisis Pub Pol

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The Emergency Management Performance Grant (EMPG) program has long been a cornerstone of state and local emergency management preparedness efforts. Through the EMPG program, the Federal Emergency Management Agency (FEMA) administers grants to state and local emergency management agencies to accomplish a wide range of tasks such as the development of response and recovery plans, the creation of emergency operation centers, and the hiring of staff, among other activities required to be effective. EMPG provides the predominant federal funding for this mission, and many agencies depend on these funds for their operations. Despite the importance of EMPG, there is a dearth of empirical research about the program. This study explores this gap by evaluating how EMPG funds were distributed across United States counties from 2014 to 2020. Using FEMA and US Census data, we conducted a county‐level analysis using robust regression statistical analysis to determine factors affecting funding awards. Findings indicate that high population, high diversity, a strong economy, and high risk (measured using both the National Risk Index score and the number of federal disaster declarations per county) increased the likelihood that a county would receive EMPG funds, with high‐risk urban counties rather than rural counties receiving more funding.

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Predicting Return on Investment In Sport Sponsorship

Cited by 69 publications

References 0 publications

Sponsorship Evaluation of Soccer Teams: An Exploratory Study of São Paulo State League

Sponsorship Evaluation of Soccer Teams: An Exploratory Study of São Paulo State League

Cost of recognisability of a sponsor?s brand achieved through TV broadcasts

Emergency Management Performance Grant (EMPG) funding allocations and relevance for US disaster policy

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