Negative sponsorship deals
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Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand - but is it relevant for FMCG packaging? By Jane Summers. Sponsorship leveraging improves consumer attitudes and purchase intentions towards the sponsoring brand-but is it relevant for FMCG packaging? Twenty20 cricket sport sponsorship management strategies: a comparison between India and the UK. Common deal characteristics can include duration, proximity of a sponsoring company to a team or league, the fee paid by the sponsor and the type of sponsorship—whether the company's name goes on a stadium, signage around a sporting venue and the company's brand appearing on uniforms.
The first study found that sponsorships involving high fees and distant international sponsors are perceived as reflecting calculative motives of the sponsors.
To some degree, stadium naming rights deals also are seen as more calculative, compared to perimeter logo sponsorships. Participants questioned whether such a pairing was a good fit—a show of support or just a deal that furthers a sponsor's bottom line.
25 Worst Club Sponsors in World Football | Bleacher Report | Latest News, Videos and Highlights
Such deals are seen as positive and suggest the sponsors really care about a team or sport. Long-term contracts with companies in the same country or region as a team were perceived in both studies as having normative motives, or an expected arrangement. The audiences of this sport believe that such a sponsor is loyal to the team even during down seasons. In this lower profile sport, higher fees seem to be seen as helping to keep the sport alive. These new findings, according to the researchers, show that a sport's audiences—a sponsor's potential consumers—are savvy about the deals their teams make.
When you cut a deal, people are going to consider the relationship," Backhaus said. Is there at least some level of genuine support, or is it all about the money? If you are an international sponsor and you'd like to have a relationship with a team outside of your country, you must communicate your relevance. Please sign in to add a comment. Registration is free, and takes less than a minute. Read more. Your feedback will go directly to Science X editors. Thank you for taking your time to send in your valued opinion to Science X editors.
Why sponsors are breaking up with the Olympics
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