Purpose: This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship. Design/methodology/approach: An experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship. Findings: The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used. Originality/value: This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.
CITATION STYLE
Alonso Dos Santos, M., Sánchez-Franco, M. J., Torres-Moraga, E., & Calabuig Moreno, F. (2023). Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study. International Journal of Sports Marketing and Sponsorship, 24(2), 221–240. https://doi.org/10.1108/IJSMS-05-2022-0107
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