Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance

5 views

Published on

For sponsors of teams in a global market, fan isolation by living out-of-market increases sponsor brand recall, more favorable consumer attitudes, higher purchase intentions, higher word of mouth, and greater likelihood to choose the brand sponsor over a competitor. However, this is only true for strong fans. Isolation harms sponsorship performance for weak fans, who desert the team. A class exercise is included.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance

  1. 1. From:From:  Globalization and technology have expanded sports teams’ reach  80% of Premier League fans live outside the United Kingdom  Out-of-market fans account for the majority of team merchandise revenue  Sponsorship allows brands to engage with fans everywhere  Chevrolet spent $560 million to sponsor Manchester United in order to reach the team’s global fans  $65B total global sponsorship brand expenditures, growing faster than advertising  Marketing question: How does fan isolation shape sponsorship effectiveness? Sponsorship in a Global Context Mazodier, Henderson and Beck (2018)
  2. 2. From:From: Affiliation Theory of Sponsorship Mazodier, Henderson and Beck (2018)  When fans live outside of the home market, they might feel isolated.  When isolated, people who strongly identify as being a fan tend to actively seek any connection with the team community (doubling down effect)  However, people who are weaker fans try to suppress their fan identity when they feel isolated by actively avoiding team-linked content (desertion effect)
  3. 3. From:From:  Findings show that strong fans who feel isolated recall jersey sponsor more than any other fans (see the figure to the right).  Across several studies, researchers found that isolation leads to 38% more favorable consumer attitudes, 39% higher purchase intentions, 43% higher WOM, and 91% greater likelihood to choose the brand sponsor over a competitor.  But, those results are for strong fans, isolation harms sponsorship performance for weak fans who desert the team when isolated. When Fan Isolation and Identification Boost Sponsorship Performance Mazodier, Henderson and Beck (2018)
  4. 4. From:From:  Marketers are able to identify strong fans online and to geolocate them in real time.  Therefore, brands should promote sponsorship based on audience location and interests.  For instance, a large-scale Facebook study showed that strong, isolated fans are 8% more likely to click a brand sponsor’s advertisement. Implications Mazodier, Henderson and Beck (2018)
  5. 5. From:From: Class Exercise Mazodier, Henderson and Beck (2018)  Exercise: Create a mock FB page and create a mock ad campaign targeting distant fans  If a brand wants to reach isolated fans, which teams in each sport would be the best target?

×