Search

Numerous studies have investigated the influence of sponsors on the sport organizations with whom they partner. However, rather than simply assessing the impact of a new, incremental sponsor, which should result in a net positive for the sponsored organization, we quantify and isolate the effect of resources provided upon the switch of one sponsor to another. Furthermore, the resource-based view of the firm is utilized as a theoretical lens to understand the effects of these resources on demand, the ability to recruit human capital, and organizational performance. In Study 1, we analyze 15 years of data from 98 sponsorship agreements, finding that switches provide additional resources, but do not positively impact demand, recruiting, or performance, even in subsequent years. In Study 2, we find that the financial commitment necessary to acquire a sponsorship from a competitor does not result in a corresponding increase in shareholder value for the sponsoring firm.

Analysis of international public-sector contributions to Food and Drug Administration (FDA)-approved drugs and vaccines allows for a more thorough examination of the global biomedical innovation ecosystem by institution of origin. Using new and existing methods, we have identified 364 FDA-approved drugs and vaccines approved from 1973 to 2016 discovered in whole or in part by Public Sector Research Institutions (PSRIs) worldwide. We identified product-specific intellectual property contributions to FDA-approved small molecule and biologic drugs and vaccines from the FDA Orange Book, our peer network, published studies, and three new sources: reports of medical product manufacturers’ payments to physicians and teaching hospitals under The Sunshine Act of 2010, a paper by Kneller and 64 royalty monetization transactions by academic institutions and/or their faculty that one of us (AS) maintains. We include a total of 293 drugs discovered either wholly by a US PSRI or jointly by a U.S. and a non-U.S. PSRI. 119 FDA-approved drugs and vaccines were discovered by PSRIs outside the U.S. Of these, 71 were solely discovered outside the US, while 48 also involved intellectual property contributions by US PSRIs. In the context of the global public sector landscape, the US dominates drug discovery, accounting for two-thirds of these drugs and many of the important, innovative vaccines introduced over the past 30 years. Contributions by Canada, UK, Germany, Belgium, Japan, and others each amount to 5.4% or less of the total.

We examine the externalisation of labour as a strategic response to a temporary exogenous shock (i.e. COVID-19). Combining ideas from employment externalisation theory and the CATO framework (which are both extensions of transaction costs economics), we argue that firms that are hit harder by the COVID-19 shock are more likely to plan hiring freelancers that replace permanent employees. The mechanism we argue for is that firms seek to reposition quickly, which lowers comparative adjustment costs and reduces constraints on switching employment modes in future, depending on the extent of task co-specialisation. Analysing survey data obtained from 1,090 Danish small medium enterprises during the initial COVID-19 lockdown supports our hypotheses. Our findings contribute to the research on strategic responses to crises and provide novel understanding of why firms may externalise employment.

PurposeThe purpose of this study is to understand the structure and dynamics of minority equity sponsorship agreements and the motivations for organizations to go beyond traditional sponsorships by acquiring minority equity in the sponsored organization.Design/methodology/approachThis paper adopts a qualitative methodology and presents interview data from key actors involved in minority equity sponsorship agreements.FindingsThe findings of the paper include major characteristics of minority equity sponsorship agreements including the motivations, dynamics and resources exchanged by sponsoring firms and clubs in these relationships, based on the experiences of key actors from firms, clubs and other key stakeholders, and a conceptual model for forming and maintaining these relationships.Practical implicationsSponsorships are increasingly evolving into minority equity sponsorship agreements, particularly in the European market. The findings of this study assist sponsoring firms and the executives of clubs in better understanding the dynamics and stakeholder-related consequences of these relations.Originality/valueThe findings of this paper illustrate the differences between minority equity sponsorship agreements and both traditional sponsorships and minority equity alliances. The findings also identify major characteristics of these relationships and the interdependencies among these characteristics.

Belying the maturity of the sponsorship-linked marketing literature is the fact that quantitative research on sponsor retention is scant, specifically which organizations retain their sponsors at h...

Purpose A sponsorship performance cycle of business-to-business (B2B) exchange is conceptualized, where distinct types of resources are invested by sponsoring firms into sponsored properties and the competitive success of those properties enhances returns to sponsors. While the latter return channel in this cycle is well-documented, the former investment channel has remained opaque. Recognizing this empirical missing link, this paper aims to illuminate the investment channel through a longitudinal analysis. Design/methodology/approach Based on 50 years of Formula One (F1) team and sponsor alliances, this study models the effects of three different sponsorship categories on team performance in the annual F1 constructors’ championship. Findings The results demonstrate that each incremental sponsor offering performance-based resources is associated with four additional team points in the championship, controlling for factors such as past success and team experience. Conversely, sponsors offering access to financial or operational resources have no competitive impact. This performance-based sponsor effect is illustrated in models of the current and following seasons. Research limitations/implications In combination with related literature, this study substantiates a complete sponsorship performance cycle in the motorsports context. Practical implications The findings contribute an empirically-based strategy for sustainable sponsorship support that emphasizes acquisition of performance resources in the business-to-business exchange over operational or strictly financial alternatives. Originality/value While scholars have discerned that sponsors invest heterogeneous resources into sponsored properties, and the competitive success of those properties can enhance returns to sponsors, this study demonstrates that particular resources invested by sponsors are related to the property’s competitive success.

Despite the theoretical and practical importance of marketing relationships, the factors influencing their dissolution are under-researched. Thus, this study investigates the causes of the dissolution of horizontal marketing partnerships, utilizing survival analysis modeling to analyze a longitudinal dataset of 136 U.S.-based title sponsorships. Several predictors of either the dissolution or persistence of such relationships were identified, including regional proximity of the sponsor and the sponsorship level offered. From the perspective of the sponsoring brand, a business-to-business perspective caused a statistically significant reduction in the probability of dissolution, whereas the presence of high technology increased the probability the relationship would be dissolved. Contrary to past research, neither congruence or brand equity were influential. This research furthers understanding of conditions that may contribute to the dissolution of sponsorship-related horizontal marketing partnerships, allowing for these factors to be monitored prior to and during what is intended to be a long-term, mutually beneficial relationship.

With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny. Research overwhelmingly focuses on returns, however, while neglecting the associated investment. This study contributes to the literature on sponsorship costs by analyzing multiple years of prices paid for sponsorships of Formula One racing teams. Contrary to past research, when sponsor industry and sponsorship level were controlled for, prices were not influenced significantly by congruence, clutter, sponsoring company size, or performance of the sponsored organization. Results indicate that the sponsoring company9s brand equity and shared nationality with the sponsored team predicted price premiums, suggesting agency conflicts among advertisers.

Purpose While numerous studies have investigated the returns firms receive for their investments in sponsorship, no study to date has examined the potential for organizational performance to contribute to the continuance of business to business (B2B) relationships. Thus, this study aims to illuminate B2B sponsorship relationships in isolating whether firm decision-makers are like fair-weathered fans, in that they are more likely to stick with successful organizations. Design/methodology/approach An advanced quantitative modeling approach, survival analysis, is applied to a data set of more than 350 sponsorships to isolate the impact of performance on B2B decision-making. Findings Even after controlling for several potentially confounding variables, results indicate that every point per game earned by English football clubs decreases the probability of the sponsoring firm exiting the agreement by 54.4%. Originality/value These findings provide empirical evidence of the impact of the sponsored organization’s performance to influence B2B firm decision-making, a novel finding yet to be confirmed in the sponsorship-linked marketing literature.

PurposeNaming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for decades, while others end after just a few years, have yet to be investigated. Thus, this study examines the decision-making of brand marketers by investigating the predictors of a sponsoring brand's decision to either continue or dissolve such agreements.Design/methodology/approachUtilizing a global data set of 219 naming rights agreements, an empirical approach is utilized to isolate whether a variety of factors increase or decrease the probability of sponsorship dissolution.FindingsResults indicate that agreements entered into with new, as of yet-unnamed facilities lead to a reduction in the probability of dissolution, with a high level of brand equity also reducing the probability of dissolution. Agency conflicts may also play a role, as the sponsoring firm being headquartered in the same metropolitan area as the facility also contributes to the persistence of such agreements.Originality/valueThese results are intended to assist both sides of what is ideally a long-term relationship in better understanding the factors that may either contribute to or inhibit longer-term partnerships.

PurposeThe purpose of this research is to extend current knowledge regarding rivalry communication among sport consumers to better understand how rivals behave with one another when they communicate.Design/methodology/approachThis national survey of US sport consumers used a novel approach to explore whether and with whom rivals discuss National Football League (NFL) game outcomes. The survey captured both uniplex and multiplex data by asking respondents to name rival discussants with whom they had recently interacted, and the fan behaviors they exchanged with those named rival discussants.FindingsThrough use of this novel data collection approach, new findings were uncovered related to blasting, glory out of reflective failure, schadenfreude and the influence of team identification on the exchange of rivalry fan behaviors. The results of the uniplex and multiplex data analyses uniquely showcase the ways in which social identity theory combines with team identification to enact rivalry behavior.Originality/valueThis research is the first to precisely dichotomize the psychological antecedents from the communicated behavior between rival fans. Results reveal the precise ways in which team identification influences discordant communication between rival fans, which differs from past research in an interesting new way.

PurposeThe purpose of the study is to ascertain whether sport organizations which outsource ticket sales force management outperform sports organizations which manage their ticket sales force internally, relative to ticket revenue and attendance.Design/methodology/approachThirteen years of ticket revenue and football attendance data were collected for National Collegiate Athletic Association (NCAA) Football bowl subdivision (FBS) Division I Athletics Departments (n = 126), as well as data on whether the organization employed an external (outsourced), internal or no ticket sales force. The number of salespeople employed was also captured. Within-subjects, fixed effects regression models, which included several control variables such as number of home contests, prior season attendance, team success and population, were run to assess the relationship between sales force type and both ticket revenue and attendance, for one year, two years and three years after sales force establishment.FindingsAll models were significant. While both internally managed ticket sales forces and those managed by outsourced firms saw significant increases in ticket revenue (compared to not employing a sales force), internally managed departments outperformed third parties. In addition, departments utilizing outsourcing companies reported lower attendance for the first two years after outsourcing, but attendance differences were negligible by the third year of outsourcing.Practical implicationsThe results of the study provide data to help sport managers determine whether outsourcing sales functions within an organization will lead to greater ticket revenue and/or attendance.Originality/valueWhile several sport management studies have examined the decision-making process of outsourcing organizational functions, no prior studies have examined the financial implications of doing so.

This special issue targets an audience of scholars and practitioners across the globe to advance research, enhance practice, and facilitate policy-making decisions among those interested in emulati...

Intercollegiate athletics in the United States is a unique educational opportunity for participants, a passion-inducing bond for the student body, and a branding and development vehicle for the uni...

Purpose Over the past several years, growth in sponsorship spending has surpassed that of traditional marketing and promotional approaches, as it has become an indispensable part of the marketing mix. Yet, despite considerable advances in the application of analytics across the sport industry, sponsorship revenue forecasting still largely relies on a decades-old methodology. The paper aims to discuss this issue. Design/methodology/approach This research seeks to assist sport organizations by applying more advanced survival analysis methodologies to the study of shirt sponsorships of football clubs, utilizing more than 300 sponsorships of every team that has competed in the English Premier League (EPL) over the past 25 years. Findings The analysis of the lifetimes of shirt sponsorships provides several insights for those employed by European football clubs and tasked with managing these increasingly lucrative sponsorships. Notably, tests confirmed that survivor functions of EPL shirt sponsorships are significantly different than those that appeared solely in English Football League (EFL) Championship play. In addition, results found that the median lifetimes of shirt sponsorships of EPL clubs were more than one year longer, when compared to EFL clubs. Originality/value This research marks the first attempt in the literature to apply survival analysis methods to describe the lifetimes of European football shirt sponsorships. The results provide empirical evidence that the potential effects of promotion or relegation could have consequences for football clubs in the tens of millions of dollars, and illustrate the importance of providing those tasked with managing such partnerships with more advanced methodologies to assist in the organization’s sponsorship revenue forecasting activities.

Covid-19 har økonomiske indvirkninger på danske virksomheder. Ved hjælp af en spørgeskemaundersøgelse af 237 danske SMV’er fortaget under Covid- 19 kan vi præsentere foreløbig evidens for, at virksomheder, der anvendte flere freelancere, også var dem, som oplevede en højere grad af usikkerhed og koordineringsproblemer som følge af pandemien. Vi argumenterer for, at dette kan forklares med, at freelancere ikke kan drage nytte af tacit koordination i samme grad som faste medarbejdere. Tacit koordinationsmekanismer er dog ofte nyttige ifm. koordinering, når opgaveløsning er mere uklar. Således kan virksomheder, der bruger flere freelancere, opleve en højere grad af usikkerhed og koordineringsproblemer under driftsforstyrrelser, givet freelanceres behov for klart specificerede opgaver. Vi konkluderer og giver forslag til, hvordan virksomheder kan håndtere afvejningen mellem fleksibilitetsfordele ved brug af freelancere og fordelene ved robuste koordinationsmekanismer.

Despite the increasing prevalence of freelancers in the workforce on a global scale, there is a dearth of research examining why and how firms change their human resource composition, especially during exogenous shocks. Our research aims to fill this gap by examining how firms reconfigure their human resources in response to the COVID-19 shock. We argue and show that firms, which are severely affected by the Pandemic, are more likely to (1) downsize (2) hire more freelancers, and (3) replace laid off permanent employees with freelancers. These strategic actions would allow firms to obtain much needed strategic flexibility (a) by reducing adjustment costs related to human resources, (b) building organizational resilience, and (c) rapid redeployment of resources. We test our hypotheses using survey data obtained from 1177 Danish SMEs during the COVID-19 Pandemic. To alleviate concerns regarding endogeneity, we use coarsened exact matching techniques to compare firms that were more (or less) affected by the crisis. We contribute to the literature on human resource management by combining ideas on employment externalization and strategic repositioning. We also contribute to the nascent research on strategic responses to crises, and provide a novel explanation of why firms might be inclined to externalize.

Traditionally, attendance has been the prevailing measure of demand in the intercollegiate athletics industry. However, new sources have emerged, including television ratings and revenue from broad...

PurposeThe achievement of a requisite return on investment (ROI) from a brand’s investment in sponsorships of sport events is becoming increasingly important. Consequently, evolving trends in the consumption of the live television broadcasts of such events (e.g. increased usage of second screens by consumers) are an important consideration. The purpose of this paper is to examine the impact of second screen use during sport broadcast consumption on important marketing outcomes (i.e. brand awareness and the perceived value and intrusiveness of sponsor brand integration), and whether effectiveness is dependent on the consumer’s level of identification with the sport being broadcast.Design/methodology/approachA 2×2 (experimental/control and high SportID/low SportID) between-subjects experimental design featuring the broadcast of a sport event as the stimuli was utilized to examine a potential interaction effect between sport identification and second screen use on three dependent variables important for sport sponsors.FindingsResults confirmed that those with a high level of sport identification realized significantly higher levels of brand awareness for sponsors integrated into the broadcast. However, when consumers were asked to engage in second screen use, the experiment revealed a moderating effect of sport identification on the impact of second screen use, for both brand awareness and the perceived value of the brand integration.Originality/valueConsumers with higher levels of sport identification are an important target of sport sponsorship activities by brand marketers. Given this, the implication that second screen use can reduce the effectiveness of important sponsorship-related outcomes such as brand awareness is a sobering result for marketers expecting a positive ROI from sponsorships of sport events.

With sponsorship spending surpassing $60 billion on a global basis, more emphasis is being placed on the application of advanced methodological approaches to improve understanding of the returns firms receive from their investment in sponsorship. Given the journal’s focus of bridging the gap between academia and industry, we also thought this was an opportune time to empanel a distinguished group of industry experts to provide the latest perspectives on sponsorship measurement, evaluation, and ROI. Together with the papers included in this issue, this approach provides those interested in the advanced academic study and practice of the assessment of return on investment in sponsorship with insights from a variety of divergent perspectives, including brands, agencies, and properties.

Purpose The purpose of this paper is to isolate factors predictive of event attendees, and assist tourism professionals such as members of host committees, in maximizing the number of out-of-town visitors to their region and optimizing tourism-related revenue when hosting college football bowl games. Design/methodology/approach A total of 16 demand variables were entered into a hierarchical regression model, including the stature of the event and market-related variables, as well as team-related variables reflecting team or program stature and current season performance. Findings A final model containing seven variables (bowl age, market population, conference affiliation, bowl game stature, season wins, home attendance, and distance traveled) predicted 77.5 percent of the variance in bowl game attendance. Research limitations/implications This paper illustrates the use of predictive modeling for major sport event attendance with a unique sample and variables explored. Future research may build off the model to explore attendance for other populations or events. Practical implications The applied nature of this study allows practitioners working in the tourism and event management field to incorporate a predictive model to best select participants in sporting events to maximize event attendees. Originality/value Understanding the variables which predict event attendees in the context of college football bowl games provide useful data to practitioners. This study advances this area of research by treating event participants as unique observations (something which has not been done in prior studies), and looking at a new data set which incorporates the College Football Playoff era.

With firms spending $60 billion on sponsorship annually, it has become an integral part of the marketing mix and is necessary for the survival of many sport organizations. Despite the importance of these partnerships, conditions that may jeopardize what can be a long-term relationship for both sides are underresearched. Utilizing survival analysis modeling to examine a longitudinal dataset of 69 global sponsorships, the purpose of this research is to isolate factors that predict the dissolution of such partnerships and test a dynamic, integrated model of sponsorship decision-making. From the perspective of the sponsoring firm, congruence and high levels of brand equity were found to reduce the hazard of dissolution. Results indicate that economic conditions, such as an inflationary economy, are a statistically significant predictor of sponsorship dissolution. Increased clutter was also detrimental, with every one sponsor added increasing the hazard of dissolution, demonstrating the importance of exclusivity in global sponsorships.

Accessing and exploiting organizational resources are essential capabilities for competitive sport organizations, particularly those engaged in motorsports, where teams lacking resources frequently dissolve. Corporate sponsorship represents a common method for resource acquisition, yet not all sponsorships equally benefit the sponsored organization. Sponsorship utility can be dependent on institutional dynamics such as league governance that produces competitive disparities. Through this study we extend the resource-based view to assert that sponsorships vary in their propensity to contribute to team survival, warranting prioritization in sponsorship strategy based on access to different sponsor resources. To empirically investigate the influence of a variety of sponsorships, survival analysis modeling was used to examine 40 years of corporate sponsorship of Formula One racing teams. One finding from the longitudinal analysis was that sponsorships offering financial or performance-based resources enhance team survival to a greater degree than operational sponsorships. However, such prioritization is subject to team experience, changes in institutional monetary allocation, and diminishing returns.

Despite increased interest in nontraditional marketing activities such as sponsorship, the ability of brand marketers to quantify the return on investment from such approaches is a continued challenge. Given their proprietary nature, investigations of sponsorship costs are particularly sparse. Therefore, this study utilizes a dataset of more than 700 sponsorships undertaken by competitors in the financial services industry to investigate the influence of a variety of factors on costs. Results indicate that costs are not simply reflective of firm size, and costs of title and naming rights sponsorships are significantly higher. Evidence of agency conflicts are found in increased costs for sponsorships of events, organizations, and venues residing within the marketers’ home market. Sponsorships of sport organizations are significantly more costly than those of arts, entertainment, and nonprofit organizations, presenting a challenge for marketers seeking to engage today’s consumer via sport sponsorships in an increasingly competitive environment.

Despite its potential to make causal inferences and unearth insights related to between-subject variation over time, a small percentage of sport-related research is considered longitudinal in natur...

Stone formation is a known long-term complications of continent urinary reservoirs. We present a rare case of a large stone in a continent cutaneous reservoir in a 56-year-old male managed with percutaneous cystolithotomy. The patient presented with recurrent urinary tract infections and stomal incontinence. CT revealed an 8-cm stone occupying the entire lumen of his reservoir. Rather than removing this large stone through an open approach, the pouch was accessed percutaneously and lithotripsy was performed. In this report, we demonstrate our operative technique and that percutaneous cystolithalopaxy may be a safe and effective alternative for the management of large stones within continent cutaneous reservoirs.

The resource-based view (RBV) of the firm has become a prominent management theory that firms can use to analyze resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet specific cases of sponsorship's role in a firm's achievement of a sustained advantage over competitors have yet to be explored. This article illuminates the case of Visa's longstanding global sponsorship of the Olympic Games, which was initiated and leveraged to counteract competitor American Express’ advantage with global business travelers. Evidence is presented that supports Visa's achievement of a competitive advantage during the term of the sponsorship. The case is then used to develop a conceptual model based on the RBV to identify the key characteristics of sponsored properties capable of assisting the sponsoring firm in achieving a sustained competitive advantage. From a managerial perspective, the model is designed to assist marketing managers tasked with the identification and evaluation of potential sponsorship properties.

Published 4 decades ago, “Basking in Reflected Glory: Three (Football) Field Studies” (Cialdini et al., 1976) is the most influential study of sport consumer behavior. This article features re-creations of Studies 1 and 2, exactly 40 years after the original publication. The results of Study 1 were reproduced, with participants more than twice as likely to wear school-affiliated apparel after wins and 55% less likely after losses. The study also extends the BIRGing literature in its investigation of the influence of gender and the effect’s salience over time. Study 2’s results were not reproduced. However, study participants were significantly more likely to use first-person plural pronouns, providing further empirical evidence of BIRGing behaviors. This article makes a novel contribution to the sport consumer behavior literature by advancing the study of one of the field’s most foundational theories and serving as an impetus for future investigations of BIRGing motivations.

Objectives Bipolar disorders' (BD) onset before age 18 is a potential marker for a more severe illness course. Adolescence is also a period of significant normative maturation of inhibitory control and reward-relevant decision-making processes, such as decreased delay discounting (i.e., decreased preference for smaller, immediate versus larger, delayed rewards). Adults with BD exhibit elevated delay discounting rates. Very little is known about developmental changes in delay discounting in adolescents with BD, or about associations between inhibitory control and delay discounting in BD. The present study addresses these questions. Methods The sample included 78 participants, ages 13 to 23, with BD or without history of mental illness. Group differences and group by age interaction effects on delay discounting (32 BD, 32 controls with valid responses), probability discounting (34 BD, 37 controls) and inhibitory control indices (34 BD, 38 controls) were assessed. Results Among healthy controls, less discounting of delayed rewards was associated with older age, whereas adolescents with BD did not show age-related associations. There were no group differences in probability discounting or inhibitory control. Limitations The cross-sectional nature of the study cannot fully rule out the less likely interpretation of group differences in cohort effects. Conclusions The lack of age-related improvement in delay tolerance in BD suggests disrupted development of executive control processes within reward contexts, which in turn may contribute to understanding more severe course of pediatric onset BD. Longitudinal studies are needed to examine delay discounting in relation to maturation of neural reward systems among adolescents with BD.

Over the past decade, broadcast rights fees have been the source of much of the growth in revenues in the intercollegiate athletics industry. However, given that the industry is dominated by public and non-profit organizations such as the National Collegiate Athletic Association (NCAA), intercollegiate athletic conferences, postseason bowl games, and institutions of higher learning, empirical valuations of intercollegiate athletic programs have been sparse. Utilizing the lens of the resource-based view (RBV) of the firm, it is evident that athletic conferences view intercollegiate athletic programs as sources of competitive advantage, further illustrating the importance of developing strategies in which such non-profit organizations can be valued. Therefore, this study utilizes the fees paid by rights holders to broadcast intraconference football contests in an investigation of the factors that may be significant predictors of the value of individual football programs to athletic conferences. Results demonstrate that variables representing a program’s on-field performance, off-field prestige, and academic reputation are statistically significant predictors of its value in broadcast rights fees. The resulting model is then utilized to determine the most valuable college football programs in rights fees, as well as identify a number of programs that are currently under or over-valued based upon the share of rights fees earned from their conference’s current television contracts. In today’s landscape of conference realignment, this study’s results include several novel findings for the leaders of non-profit organizations, such as intercollegiate athletic administrators, seeking to maximize institutional and conference resources.

Purpose – The purpose of this paper is to investigate how simultaneous use of devices such as personal computers, tablets and smartphones impacts the sponsors that receive brand integration during the broadcasts. Advances in technology now allow fans to consume broadcasts of televised events almost anywhere via personal computers, tablets and smartphones. These devices are also frequently utilized as “second screens” to communicate with fellow consumers on social media, access additional content or otherwise multitask during televised consumption. Design/methodology/approach – An initial study served to test the applicability of the theoretical framework of a dual coding theory in this new context, followed by a 3 × 2 between-subjects design utilized to advance understanding of the influence of second screens on brand awareness of the sponsors of televised events. Findings – Results demonstrated that both brand recognition and recall were reduced by second screen activity across nearly all audio or visual consumption experiences. Further, while second screen use in an audiovisual setting did not interfere with consumers’ ability to recognize brands, indicating they were able to multitask and were not distracted, it inhibited their ability to recall brands from memory. This result provides evidence that second screen use may interfere with elaborative rehearsal and reduce cognitive capacity. Practical implications – Given that marketers are investing more resources than ever to achieve brand integration during televised events, these findings suggest that brands face challenges in achieving a requisite return on their investments. Originality/value – This study represents the first empirical investigation of the impact of consumers’ use of second screens in the academic literature, and has important implications for the sponsors of televised events.

Naming rights agreements are some of the most high profile, and costly, sponsorships in the world. Yet, while growth in investments in these multimillion-dollar partnerships has recently outpaced t...

Although the benefits sought by engaging in non-traditional marketing tactics such as sponsorship are well documented, determining return on investment (ROI) remains an evolving science. To advance ROI analysis in sponsorship, the authors of this study utilized data on sponsorship prices and the televised exposure of sponsors in Formula One motor racing. Results validated a strong link between team performance and sponsors9 realized brand exposure and price paid. Price also was influenced by sponsorship level, functional congruence and, at the lowest level of sponsorship, shared nationality. Finally, overall the authors found that positive ROI is more likely for sponsors of better performing teams, for sponsors that affiliate at a high level, and for sponsors outside the automotive industry.