Sponsorship of televised sport events: An analysis of mediating effects on sponsor image

Abstract

The present study contributes to our understanding of brand image formation in sport sponsorship. The authors propose that event image, event-sponsor fit and sponsorship exposure mediate the effect of interest in the sponsored event on sponsor image in two ways. First, high interest in the sponsored event increases perceived event image which in turn benefits sponsor image. Second, high event interest increases spectatorship of the event, and hence exposure to the sponsors of the event. High sponsorship exposure positively impacts on perceived event-sponsor fit and further on sponsor image. Empirical tests at two large televised sport events confirm the proposed hypotheses. Sponsorship managers and event organizers need to be cautious, however, that high levels of exposure can be a nuisance for spectators and might have a direct negative impact on perceived sponsor image.