The aim of this paper is to propose research-based insights on factors behind an international sports governing body, the International Olympic Committee (IOC), forming a sponsorship agreement or partnership agreement with a prospective company. The problem to be solved is addressed as: what...

The United Nations Sustainable Development Goal (SDG) 5 aims to achieve gender equality and empower all women and girls, emphasising the importance of ensuring full and effective participation and equal opportunities for leadership at all levels of decision-making in political, economic and...

These guidelines aim to establish minimum quality standards for the different phases of community sponsorship across the European Union, drawing on insights from the 2021-2023 working group meetings involving Member States, the European Commission, EUAA, international organisations, AMIF-funded...

Development finance institutions (DFIs) face significant challenges in addressing unmet development needs, particularly in smaller, lower-income countries with few large firms and high investment risks, and in sectors with few private operators. In response, some DFIs, like British International...

The current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as...

Sustainability communications have become a key issue for organisations. While most studies have focused on sustainability reporting and green advertising, other communication tools such as sponsorship are under‐researched. The present study addresses this void by exploring the potential and...

These guidelines aim to establish minimum quality standards for the different phases of community sponsorship across the European Union, drawing on insights from the 2021-2023 working group meetings involving Member States, the European Commission, EUAA, international organisations, AMIF-funded...

Purpose The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share. Design/methodology/approach This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with...

How much sponsored products’ information do e-commerce platforms disclose? This study explores the platform’s information design problem of maximizing sponsored advertising revenue, wherein a consumer sequentially searches for products’ information with a deliberate order. In a general...

Background: Digital advertising and the amount of money spent on influencer marketing increases every year. Nowadays, it has become one of the most profitable ways to promote products and services and increase a company's profit through an endorsement on social media networks. Objectives: This...

This study aims to investigate the influence of a soccer event sponsorship characterised by supporter involvement on consumer attitudes, perceptions and sponsorship awareness. An explanatory design was adopted and a pre-designed questionnaire was administered on a simple randomly selected soccer...

This study examines the influence of a sports event sponsorship on brand image and preference. An explanatory and survey research design was adopted, and a pre-designed questionnaire was administered to 400 soccer supporters selected using simple random sampling. Descriptive statistics were used...