Cause-related sport sponsorship: An assessment of spectator beliefs, attitudes, and behavioral intentions

Marketing communications utilizing a non-profit cause (i.e., the sponsorship of a nonprofit cause) have emerged as a mainstream practice as practitioners respond to rising consumer expectations of corporate social responsibility (CSRI. The increasing popularity of cause-related marketing programs (CRMPS) can be attributed to the Integration of sponsorship in many organizations' sport marketing strategy. The purpose of this study was to examine the attitudes, beliefs, and purchase intentions of consumers exposed to a firm's sponsorship of a sporting event associated with a non-profit organization. A survey instrument was developed by a panel of experts, pre-tested, revised, and completed by (442 event spectators. Results suggested consumers' attitudes, beliefs, and purchase intentions toward the sponsoring company were positively impacted by the firm's involvement with cause-related marketing

Peculiarities of Sponsorship in Professional Road Cycling

© Springer International Publishing Switzerland 2016. All rights reserved. Sport sponsorship is any commercial agreement by which a sponsor contractually provides financing or other support in order to establish an association between the sponsor's image, brands or products and a sport sponsorship property in return for rights to promote this association and/or for granting certain agreed direct or indirect benefits. Since professional road cycling was one of the first sports to be practised commercially, sponsorship of cycling teams already started in the first editions of endurance races such as Bordeaux-Paris at the end of the nineteenth century and it has grown ever since. Today's cycling teams are in fact financed almost exclusively through sponsorship. This chapter explains the business-to-business (B2B) characteristics of team cycling sponsorship and shows how the cycling sponsorship market can be very dynamic. The duration and termination of sponsorship of cycling teams as well as a company's motives to invest in cycling sponsorship are discussed, and the importance of the integration of sponsorship into marketing communication is illustrated. We also analyse the return and effectiveness of cycling team sponsorship and conclude with some thoughts on the specific choice of the sponsorship of cycling races instead of cycling teams.status: publishe