Optimizing Sponsorship Outcomes in Sports: How Deal-Level Characteristics Influence Consumers’ Perceptions of Fit and Motives

Abstract

Objectives: The main objectives of this study were to investigate the effects of the most commonly communicated deal-level characteristics of sport sponsorships on sponsorship outcomes. Enthusiasm towards the sponsored activity was introduced as a potential moderator in order to gain a better understanding of the most relevant audience for sport sponsorships.

Summary: The research objectives were identified after thorough review of existing literature on the topic. A questionnaire measuring the subjects’ response to the deal-characteristics and enthusiasm towards the sponsored activity was created. After analysis of the collected data, conclusions about the effects were drawn and their implications for managerial decision making in international business were discussed.

Conclusions: Sponsor’s regional proximity was found to have the greatest influence on fit and altruistic motives out of the deal-characteristics studied. In turn, sponsorship fit and altruistic motives were found to be significant predictors of sponsorship outcomes. The results imply that international sponsors are at a disadvantage compared to local sponsors, and they must carefully consider other factors in order to accomplish favorable outcomes. In addition, enthusiasm towards the sponsored activity was found to have a positive effect on the evaluations of sponsorship fit and sponsor’s motives.