Limited long-term effect of sport sponsorship; extension of the study on the case of Divina Pastora in professional basketball

Abstract

The aim of this study was the re-evaluation of the effectiveness of the sponsorship arrangement between the insurance company Divina Pastora and the basketball team Joventut de Badalona. It is based on the work of Martínez and Ruiz (2019), where different marketing variables were valued during the first 15 months of commercial relationship. In this study we applied the same methodology, but with a long-term approach, 30 months after the beginning of the sponsorship deal. Therefore, a random sample of 150 and 151 individuals was used in two different markets (Catalonia and the rest of Spain, respectively), which were interviewed by a specialized company. Results were consistent with the limited evidence of efficacy obtained in the short and medium term evaluations, although they differed in the level of aided recall. The professionals of the sector will have to evaluate if this type of limited benefits compensate the important economic investment that supposes to be the main sponsor of a team in professional sport.