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The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach

Jensen, Jonathan A.
http://orcid.org/0000-0002-9949-077X
http://rave.ohiolink.edu/etdc/view?acc_num=osu1426070279

Abstract Details

2015, Doctor of Philosophy, Ohio State University, Kinesiology.
With more than $55 billion allocated towards the practice on an annual basis, sponsorship has become an increasingly integral part of the marketing mix for brand marketers (IEG, 2015). Further, sport organizations rely on sponsorship as an important funding mechanism to finance its continued operations. Utilizing the lens of the relationship marketing literature, it is evident that the relationship between the sponsoring firm and a sponsored property is intended to be a long-term, mutually beneficial partnership. However, despite the importance of a sponsorship’s duration to both sides of the relationship, it is not well–understood whether certain factors or conditions can jeopardize these cooperative, business-to-business partnerships. Therefore, this study intended to further understanding of the relationship between sponsorship sellers and buyers by investigating factors that may predict the dissolution of such partnerships. Event history analysis (EHA) modeling approaches were employed to investigate sets of variables representing four distinct factors, including economic conditions, agency conflicts, sponsor-related and property-related factors, utilizing a historical secondary dataset featuring a pooled sample of 68 global Olympic TOP and FIFA World Cup sponsorships. Using a hierarchical (nested) modeling approach, results indicated that the blocks of sponsor-related and property-related variables, as well as variables representing economic conditions, predicted a significant amount of incremental variance in the hazard rate for sponsorship dissolution. For example, the presence of an inflationary economy in the home country of the sponsor was found to be a statistically significant predictor, with a 1% increase in the average annual growth rate of the consumer price index during the sponsorship increasing the hazard of sponsorship dissolution by 64.4%. Sponsor-related variables that were found to be significant included whether or not the sponsoring brand was congruent with the property (which decreased the hazard of dissolution by 55.5%) and whether the brand has a high degree of brand equity (which decreased the hazard by 84.2%). Significance among the property-related variables was driven by the influence of a variable representing the amount of clutter in the property’s sponsorship program, with every one additional sponsor of these global properties increasing the hazard of the sponsorship ending by 95.4%. From a theoretical standpoint, the study represents an important extension of the relationship marketing paradigm to better understand the dynamics of the sponsorship business-to-business relationship. For example, the finding that external forces (such as economic conditions) can jeopardize the future of such relationships represents an important theoretical implication. In terms of managerial implications, furthering understanding of which types of sponsors engage in longer-running sponsorships, as well as factors that may predict the end of the partnership, can assist both buyers and sellers by ensuring these conditions are closely monitored throughout the partnership. Future research should expand the use of EHA modeling approaches to other sponsorship contexts, including league, naming rights, and local sponsorships.
Brian Turner (Advisor)
John Casterline (Committee Member)
Richard Lomax (Committee Member)
Donna Pastore (Committee Member)
224 p.
Marketing; Sports Management
sport marketing; sponsorship; relationship marketing; Olympic Games; World Cup; event history analysis; survival analysis; agency conflicts; congruence; brand equity; mega events

Recommended Citations

Citations

  • Jensen, J. A. (2015). The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1426070279

    APA Style (7th edition)

  • Jensen, Jonathan. The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach. 2015. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1426070279.

    MLA Style (8th edition)

  • Jensen, Jonathan. "The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach." Doctoral dissertation, Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1426070279

    Chicago Manual of Style (17th edition)

osu1426070279
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This open access ETD is published by The Ohio State University and OhioLINK.