Efectos limitados a largo plazo del patrocinio deportivo; extensión del estudio sobre el caso de Divina Pastora en baloncesto profesional

  1. Martínez, José Antonio 1
  1. 1 Universidad Politécnica de Cartagena
    info

    Universidad Politécnica de Cartagena

    Cartagena, España

    ROR https://ror.org/02k5kx966

Journal:
RICYDE. Revista Internacional de Ciencias del Deporte

ISSN: 1885-3137

Year of publication: 2020

Issue Title: Enero

Volume: 16

Issue: 59

Pages: 57-66

Type: Article

DOI: 10.5232/RICYDE2020.05905 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: RICYDE. Revista Internacional de Ciencias del Deporte

Abstract

This research has re-evaluated the effectiveness of the sponsorship arrangement between the insurance company Divina Pastora and the basketball team Joventut de Badalona. It is based on the work of Martínez and Ruiz (2019), where different marketing variables were valued during the first 15 months of commercial relationship. In this study we have applied the same methodology, but with a long-term approach, 30 months after the beginning of the sponsorship. Therefore, a random sample of consumers was used in two different markets, which were interviewed by a specialized company. Results are consistent with the limited evidence of efficacy obtained in the short and medium term evaluations, although they differ in the level of aided recall. The professionals of the sector will have to evaluate if this type of limited benefits compensate the important economic investment that supposes to be the main sponsor of a team in professional sport.

€ View funding

Funding information

Este trabajo es el resultado de la actividad desarrollada en el marco del Programa de Ayudas a Grupos de Excelencia de la Región de Murcia, de la Fundación Séneca, Agencia de Ciencia y Tecnología de la Región de Murcia proyecto 19884/GERM/15.

Funders

Bibliographic References

  • Ballouli, K.; Koesters, T. C. & Hall, T. (2018). Leverage and Activation of Sport Sponsorship
  • Through Music Festivals. Event Management, 22(2), 123-133. https://doi.org/10.3727/152599518X15173355843299
  • Cornwell, T. B., & Relyea, G. E. (2000). Understanding Long-Term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter. International Journal of Sports Marketing and Sponsorship, 2(2), 39-55. https://doi.org/10.1108/IJSMS-02-02-2000-B005
  • DeGaris L.; Kwak, D. H., & McDaniel S.R. (2016) Beyond the Sponsor Recall and Recognition: The Role of Sponsorship-Linked Communications on Creating Brand Attitude and Purchase Intention. En: Obal M., Krey N., Bushardt C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_172
  • Fizell, J., & McNeill, C. R. (2015). Bowling for dollars: Title sponsorship of college football teams. Journal of Sports Economics, 18(2), 162-181. https://doi.org/10.1177/1527002514566282
  • Goldberg, D. M.; Deane, J. K.; Rakes, T. R., & Rees, L. P. (201). Marketing investmentes in sport venue naming rights and the market value of the firm. International Journal of Sport Management and Marketing, 19(3-4), 233-252. https://doi.org/ 10.1504/IJSMM.2019.10021367
  • Jensen, J. A.; Walsh, P., & Cobbs, J. (2018). The moderating effect of identification on return on investment from sponsor brand integration. International Journal of Sports Marketing and Sponsorship, 19(1), 41-57. https://doi.org/10.1108/IJSMS-10-2016-0077
  • Jensen, J. A., & White, D. W. (2018). Trends in sport sponsorship evaluation and measurement: insights from the industry. International Journal of Sports Marketing and Sponsorship, 19(1), 2-10. https://doi.org/10.1108/IJSMS-07-2017-0057
  • Lardinot, T., & Derbaix, C. (2001). Sponsorship and recall of sponsors. Psychology and Marketing, 18(2), 167-190. https://doi.org/10.1002/1520-6793(200102)18:2<167::AID-MAR1004>3.0.CO;2-I
  • Martínez, J. A., & Ruiz, M. (2019). No shortand medium-term effects of sport sponsorship; The case of Divina Pastora in professional basketball. Eurasian Journal of Business and Management, 7(2), 1-11. https://doi.org/10.15604/ejbm.2019.07.02.001
  • Mazodier, M; Henderson, C. M., & Beck, J. T. (2018). The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance. Journal of Marketing, 82(6), 28-48. https://doi.org/10.1177/0022242918807673
  • Mazodier, M., & Reaze, A. (2013). Are Sponsorship Announcements Good News for the Shareholders? Evidence from International Stock Exchanges. Journal of the Academy of Marketing Science, 41(5), 586-600. https://doi.org/10.1007/s11747-013-0325-x
  • Walraven, M.; Bijmolt, T. H. A., & Koning, R. H. (2014). Dynamic effects of sponsoring: How sponsorship awareness develops over time. Journal of Advertising, 43(2),142– 154. https://doi.org/10.1080/00913367.2013.835754
  • Wilson, B. (2019, mayo 2). Global sports sponsorship 'to hit £35bn' in 2019. Recuperado el 31 de julio de 2019, disponible en: https://www.bbc.com/news/business-48103067
  • Zaharia, N.; Biscaia, R.; Gray, D., & Stotlar, D. (2016). No more “good” intentions: purchase behaviors in sponsorship. Journal of Sport Management, 30(2), 162-175. https://doi.org/10.1123/jsm.2015-0347
Data source: Dialnet