Football Sponsorship: Maximising sponsors Benefits. Mary Charalambous-Papamiltiades European University Cyprus

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Penelope Douglas
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1 Football Sponsorship: Maximising sponsors Benefits Mary Charalambous-Papamiltiades European University Cyprus

2 Sponsors Objectives Increase Public Awareness of the Company and its Services Increased Media Coverage Enhance Company Image Involvement with the Local Community Build Trade Relations / Hospitality Opportunities Enhance Employee Relations and Motivation Block competition Positioning Increase Sales / Market Share

3 Research Aim to explore the efficiency of football sponsorship Understanding the mechanisms shaping sponsorship effectiveness To examine the relationship between fan identification and attitudes towards sponsorship To suggest ways in which sponsors benefits can be maximised

4 Methodology Questionnaire Development: Measures and items based on previous research where possible (e.g. Madrigal, 2000, 2001; Gwinner and Swanson, 2003; Cornwell and Coote, 2005; Tsiotsou & Alexandris, 2008) 30 questions (demographic, fan identification, and questions determining attitudes and behavior towards sponsorship)

5 Methodology Questionnaire Development: Administered during football matches by qualified researchers. Sample: football fans 402 questionnaires gathered (367 usable)

6 Data Analysis SPSS 16.0 Descriptive analysis Non-parametric (Mann-Whitney U test) Spearman Correlation

7 Findings Respondents' Age % % >65 1% <18 13% % % %

8 Findings Respondents Gender FEMALE 19% MALE 81%

9 Findings Respondents' Income 3,001-4,000 9% 2,001-3,000 15% >4000 8% <800 13% 800-1,300 27% 1,301-2,000 28%

10 Findings Educational Level Postgraduate 13% Undergraduate 38% Primary 2% Secondary 47%

11 Very Positive Neutral Negative Very Findings Opinion about sponsorship 56,80% 30,50% 8,90% 2,20% 1,70%

12 Findings Sponsors contribution to Society No; 24% Yes; 76%

13 Sponsorship awareness Last year shirt sponsor 67% Present shirt sponsor 74.2% Team s sponsors 83,4% Correct identification: 77% to 98% Awareness of sponsors products/services 84% Usage of sponsors products / services 76%

14 Satisfaction with sponsors products Little; 9,10% Not at all; 2,80% Very much; 10,80% Neither / nor ; 33,20% Much; 44%

15 Impact of sponsorship on purchasing behaviour Much 19% Very much 11% None 24% Little 35% Very little 11%

16 Prefer sponsors products if price and quality equal competitors No 27,90% Yes 72,10% Recommend sponsors products to friends/family No 16,90% Yes 83,10%

17 Fan Identification * Likert-style 5-point response scale strongly disagree (1) and strongly agree (5) When I talk about my team I usually say we rather they 80,00% 70,00% 60,00% 50,00% 40,00% 30,00% 20,00% 10,00% 2,50% 1,30% 8,20% 16,10% 71,90% 88% 0,00% ,00% 61,30% I feel the success of my team as my own success 60,00% 50,00% 40,00% 30,00% 20,00% 10,00% 1,40% 3,80% 8,70% 24,80% 86,1% 0,00%

Fan Identification ~ Sponsorship attitudes and behavior Opinion about sponsorship ρ(361)= -0.174, p=0.

18 Fan Identification ~ Sponsorship attitudes and behavior Opinion about sponsorship ρ(361)= , p=0.001 Satisfaction with sponsors products/services Sponsorship impact on purchasing behaviour ρ(367)= 0.155, p=0.004 p(353)= 0.144, p=0.007

19 Fan Identification ~ Sponsorship attitudes and behavior Purposefully search for sponsors products/services Usage of sponsors products/services Prefer sponsors products/services, when price and quality equal competitors Prefer sponsors products/services, when price is higher Awareness of team s sponsors Awareness of sponsors products and services [Z(364)=-3.290, p=0.001] [Z(359)=-2.919, p=0.004] [Z(355)=-2.828, p=0.005] [Z(364)=-3.391, p=0.001] [Z(337)=-2.335, p=0.02] z(332)=-2.904, p=0.004

20 Implications - Suggestions Shed light on the factors shaping the effectiveness of sport sponsorship Actions that strengthen the emotional attachment and identification of fans (commitment and loyalty) Adopting sport activities that are fun, attractive and spectacular Employing initiatives aiming at increasing the enthusiasm for the team Improving the perceived importance and prestige of a team

21 Implications - Suggestions Shed light on the factors shaping the effectiveness of sport sponsorship Actions that strengthen the emotional attachment and identification of fans (commitment and loyalty) Affinity programs designed to strengthen the fan-team relationship and the sponsor-sponsee relationship Sponsors communicating the relationship and the importance of their support to the sponsored property visual messages and textual messages, utilization of names incorporating both team and corporate or brand elements, the term partnership to describe the sponsorship relationship, highlight shared values and shared interests

22 Implications - Suggestions Shed light on the factors shaping the effectiveness of sport sponsorship Actions that strengthen the emotional attachment and identification of fans (commitment and loyalty) Thank you

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