The role of fan benefits in shaping responses to sponsorship activation

Abstract

As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-oriented activation campaigns affect consumer evaluations. Based on a benefit typology derived from real-world sponsorship activations, a conceptual framework is developed that links financial, symbolic and social benefit dimensions to consumer inferred activation motives and subsequent sponsor outcomes. An experimental field study of 1356 soccer fans employing three activation scenarios and a control group tests the framework. Results of a structural equation model show that altruistic motives are key in determining sponsorship outcomes, and that activation campaigns designed for symbolic or social benefits are most effective in inducing inference of altruistic motives.