A sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sporting event, team, league, or a charity simultaneously. While sponsor portfolios are common in practice, little is known about how the brand perceptions of several concurrent sponsors spill over...

Research Question: Despite pervasive attention to the concept of rivalry, there is neither uniform definition nor universal understanding. The purpose of this paper is to explore sport rivalry and derby matches from the fan perspective and identify the most influential elements that characterize...