The congruence or fit between a sponsored brand (i.e., brand of a team, league, or event) and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength...

Purpose – Advances in technology allow fans to consume live broadcasts of sports events almost anywhere via personal computers, tablets and smartphones. These devices are also frequently utilized as “second screens” to communicate with fellow fans on social media, access additional...