Measuring sport sponsorships efficiency: How could the value of sport sponsorships be increased?
Measuring sport sponsorships’ efficiency: How could the value of sport sponsorships be increased?
The Clore Management Centre Building
Birkbeck College, University of London
London WC1E 7HX
Thursday 26th April, 2012, at 6pm
Given by: Christoph Breuer, Full Professor, Institute of Sport Economics and Sport Management, German Sport University Cologne.
Sponsoring revenues are one of the main sources of income for football clubs worldwide (Deloitte). However, sponsorship research lacks a substantial understanding of how brand stimuli are processed in a sport media context (Cornwell 2008, 7; Crompton 2004, 37). The lack of such knowledge poses a serious threat to the future of sport sponsorship (O’Reilly & Madill 2009, 128). This paper tries to fill in this academic void and to analyze the drivers for sponsoring effectiveness and efficiency. Despite the fact that exposure is the most prevalent measure of sponsoring effectiveness (Shilbury et al. 2009, 270) this model goes beyond. It focuses on the impact of exposure on attention as well as attention on recall. The key focus lies on attention since the allocation of attention constitutes the crucial scarcity problem in an information overloaded world (Simon 1971) and as a consequence thereof the central economic problem in sponsoring.
Data comes from an experimental study consisting of 26 experiments, 315 participants and 78 treatments. Exposure is measured with an automatic brand tracking system, attention by eye-tracking, recall as well as moderating variables (social identity theory, cognitive consistency theory, ATP-model etc.) by questioning the participants. Classical and panel regression models show that (1) attention is determined by on-screen time, on-screen share and competitor influence and (2) recall is determined by glance duration, brand familiarity and purchasing behavior. It will be shown how league management, club management and marketing management of the sponsors used the model to optimize the allocation of attention and therefore the efficiency of sponsoring recall by the replacement of sponsoring vehicles and modification of sponsoring tools within the arena.
- Breuer, C. & Rumpf, C. (2011). Memorization of sport sponsorship activities: the case of the German Bundesliga. Sport, Business and Management: An International Journal 1 (3), 284-293.
- Breuer, C. & Rumpf, C. (2011). Sponsorship valuation. In L. E. Swayne & M. Dodds (Eds.), Encyclopedia of Sports Management and Marketing (Volume 4, pp. 1419-1422). Thousand Oaks, CA: Sage Publications.
- Breuer, C. & Rumpf, C. (2011). Sponsorship. In L. E. Swayne & M. Dodds (Eds.), Encyclopedia of Sports Management and Marketing (Volume 3, pp. 1394-1402). Thousand Oaks, CA: Sage Publications
- Breuer, C. & Rumpf, C. (forthcoming). The viewer’s reception and processing of sponsorship information in sport telecasts. Journal of Sport Management
Prof. Dr. Christoph Breuer is Full Professor of Sport Management at German Sport University Cologne. Simultaneously he was Research Professor at German Institute of Economic Research (DIW Berlin), one of the biggest think tanks for economical issues in Germany, for six years. Dr. Breuer publishes widely in journals such as Applied Economics, Journal of Sport Economics, Journal of Sport Management, International Journal of Sport Finance, Sport Management Review and European Sport Management Quarterly.
In basic and applied research he works amongst others for big companies (e.g. German Railways – DB, Postbank, Toyota Germany, Deutsche Post), public authorities (e.g. European Commission, Federal Ministry of Finance), consultancies (e.g. Deloitte, Ernst & Young), sport confederations and federations (e.g. European Olympic Committee – EOC, German Olympic Sports Confederation – DOSB, German Football Association – DFB, German Equestrian Federation – FN) as well as foundations (Stiftung Deutsche Sporthilfe).
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