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...

By analyzing the global financial markets' valuation of commercial sponsorships in Formula One (F1) motor racing, this paper advances research in the emerging area of return-on-investment of marketing resources. While previous research indicates U.S. markets approve of similar promotional...

Purpose – Due in large part to the proprietary nature of costs, there is a dearth of academic literature investigating the factors influencing the costs for sport marketing investments, such as sponsorship. Therefore, the purpose of this study is to provide an analytical framework for market...

Determining return-on-investment (ROI) for corporate sponsorship of events, teams, and leagues remains an evolving science. To advance ROI analysis in sponsorship, we utilize data on sponsorship prices and the televised brand exposure of sponsors in Formula One (F1) motor racing. Results...

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...