Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to
understand the reactions to abstract sponsors. This study examines the relationships …

The online social network Twitter has grown exponentially since 2008. The current study
examined Twitter use among professional athletes who use Twitter to communicate with …

Facility naming rights sponsorship is one of the fastest growing and most valuable forms of
sponsorships. The limited opportunities in major league professional sports have led …

One of the most valuable assets a sport entity possesses is its brand. However, existing
sport branding research has largely examined brands at an individual level and not taken …

E-sports games can drive the sports industry forward and sponsorship is the best way to
engage consumers of this new sport. The purpose of this study is to examine the effect of …

Traditional sport organizations and their sponsors are beginning to embrace esports, but the
effectiveness of non-endemic sponsorships in esports remains uncertain. Esports …

Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of
the effectiveness of sponsorship engagements, image improvements represent the most …

The authors examine the moderating effect of sport involvement in the association between
sponsor-event congruence and consumer responses. University students (N= 118) took part …

Although enormous sums are spent on sport sponsorships, knowledge of sponsorship
information processing is still limited. For a continuing growth of sponsorship as a field …

Purpose The scope of this study was to underline the specific aspects of positive consumer
attitude and behavior related to sports sponsorship. In more detail, the purpose of this study …