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Mega-special-event properties (sponsees) have the ability to attain significant resources through sponsorship by offering exclusive promotional opportunities that target sizeable consumer markets and attract sponsors. The Super Bowl, one of the most watched television programs in the world, was selected as the megaspecial- event for this study as it provides a rare environment where a portion of the television audience tunes in specifically for the purpose of watching new and entertaining commercials. A longitudinal analysis of consumer opinion related to the 1998, 2000, 2002, 2004, and 2006 Super Bowls provides empirical evidence that questions the ability of Super Bowl sponsorship to influence the sales of sponsor offerings. Results pertaining to consumers' intent to purchase sponsors' products—one of the most sought after metrics in relating sponsorship effectiveness to sales—demonstrate that levels of intent-to-purchase inspired by sponsorship of the Super Bowl is relatively low and, most importantly, that increases are not being achieved over time. These findings have implications for both mega-sponsees and their sponsors as well as media enterprise diffusing mega-special-events. [ABSTRACT FROM AUTHOR]

Purpose – Little research has examined sponsorship within the context of mega-event and related host images. This paper seeks to explore the relationships among country, destination, mega-event and sponsor images through the evaluations formed of each entity. Design/methodology/approach – Based on data collected from 291 Canadian consumers two months after the Beijing Olympics, a SEM model examines the relationships among consumer evaluations of the host country, the country as a destination, the mega-event itself and sponsors. Findings – Results support the hypothesized model and present a paradoxical situation for the Olympics hosted by China. While the overall country evaluation was found to have a strong and positive effect on its evaluation as a tourist destination and the destination evaluation has a subsequent positive relationship with Olympic evaluations, a direct and negative relationship between the evaluation of the country and of the Olympic Games was also supported. Research limitations/implications – Future research should examine the relationship among country, destination, mega-event and sponsor images in other mega-event and country contexts. In addition, the pattern of these relationships should be assessed longitudinally. Practical implications – This study provides evidence to show that the Olympic Games image is resilient and can thrive in challenging contexts. Further, sponsors can be assured that they are receiving value from Olympic sponsorships. Originality/value – These results extend previous literature on sponsorship evaluation into the large, global sponsor context. In addition, this study examines the role of the host country in understanding the influence of the mega-event on sponsor images. [ABSTRACT FROM AUTHOR]

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This study examines the construct of trust as a key variable in the relationship between sponsorship and customer loyalty in the mobile phone industry. Results indicate that corporate sponsorship is correlated with the level of trust customers place in a sponsor, and that trust plays a significant role in stimulating customer loyalty. [ABSTRACT FROM AUTHOR]

Sponsorship is a growing tool of promotions and marketing, however, its future is threatened by a lack of effective evaluation and consideration of return on investment in the evaluations that do take place. This paper discusses the issues and current practices in terms of the methods and metrics available to researchers and practitioners in sponsorship. [ABSTRACT FROM AUTHOR]

This paper reports on the inaugural landscape study of the sponsorship industry in Canada. As the literature on sponsorship expands and practitioner interest grows, the time was right for such a study. A detailed methodology and ambitious data collection plan were implemented to acquire a representative sample of sponsors, sponsees and agencies from across Canada. The results outline the key aspects of sponsorship in Canada -- its size, its growth and its important metrics -- as well as noting the spending patterns of sponsors, the revenue-generation successes of sponsees and the billing amounts of agencies. Industry size, leveraging/activation ratios and spending growth were calculated. Benefits for future research and managerial implications for practitioners were outlined. [ABSTRACT FROM AUTHOR]

The author calls upon sponsorship experts to further development knowledge in the area sponsorship evaluation. He finds that many sponsorships are not evaluated and that techniques of evaluation are limited in their complexity, with most companies unsure of the specific benefits and relying on the use of measurement techniques from advertising as opposed to the development and adoption of sponsorship-specific measurement.

The author talks about the fifth annual Canadian Sponsorship Landscape Study (CSLS) released in August 2011. The study shows positive trends for the industry including a proliferation of sponsorship mix. According to the author, some findings of the study are relevant to all readers as many of the trends in Canada are similar to those in the U.S. and other developed countries. The study reveals that sponsors are investing more in education properties, festivals, fairs, and events.

The author reflects on sport sponsorship. He highlights the observations of the Commissioner of the National Hockey League (NHL) on sponsorship in major professional sport. The Commissioner notes that sponsorship is important to NHL. He emphasizes the importance of community involvement and engagement in sport sponsorship.

The author discusses the Canadian Sponsorship Landscape Study, which involves more than 500 organizations involved in sponsorship in Canada in 2009. The study found that the global recession had minimal impact on sponsorship in the country which totaled 1.43 billion Canadian dollars. It also revealed less sport sponsorships.

The author reflects on the use of sponsorship either to promote entities or to acquire resources. He says that smaller organisations are interested in sponsorship and they can benefit from it, if it is done in a proper way. He explains the role that sponsorship played in a research expedition to Mount Aconcagua in Argentina, wherein he participated as a researcher. The author also mentions the book "Sponsorship for a Return on Investment," by Guy Masterman.

The author reflects on the impact of economic crisis on corporate sponsorships. He says sponsorships in progress will continue but nothing new will be approved. He notes that sponsorship is easy from the perspective of a company needing to cut costs. He believes that now is the time to build associations through image transfer and to leverage investments in sport and charities. He also says that arguing for the importance of maintaining sponsorship is a must for practitioners.

The article presents a research paper that examines the status of sponsorship in the marketing strategy. A study was conducted in KMAC, a sports marketing agency specializing in sponsorship, to analyze sponsorship as a subset of advertising and as a distinct member of the promotional mix. It has been found that sponsorship is a legitimate member of the promotional mix, both in terms of marketing theory and business practice.