From love to betrayal? When your team’s sponsor decides to also sponsor your rival

Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas, Nicholas D. Theodorakis
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Abstract

Purpose

The aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival.

Design/methodology/approach

A long-term sponsorship deal between a retsina wine company and a popular football club and a newly established deal between the company and the main rival club were selected as the research setting. Data were collected from a total sample of 302 participants, fans of the two teams, using an online survey and PLS-SEM was employed to test the relationships of the proposed structural model.

Findings

The results provided evidence for the importance of the inclusion of perceptions of fit for both teams to the model as it impacted the responses in the joint sponsorship. Team identification emerged significant for improving fans perceptions of fit between the sponsor and their favorite club but also led fans of the long-term sponsored club to feel betrayed from the sponsor. The sense of betrayal impacted the level of fit, the rejection of sponsorship but did not emerge significant for driving negative responses toward the sponsor’s brand. The same held for the rejection of the joint sponsorship.

Originality/value

This is the very first study that incorporated the effects of the perceptions of fit of two rival clubs to test the effect of sponsorship for a sponsor brand of a deal that includes a longtime sponsored football club and its rival as a newly sponsored one. It is also one of the first attempts that explores relationships between perceptions of fit, sense of betrayal and rejection of a joint sport sponsorship in a rivalry context, highlighting the importance of preventing fans' betrayal.

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从爱情到背叛?当你球队的赞助商决定同时赞助你的对手时
目的 本研究旨在调查球迷对赞助商的反应,即赞助商在与某俱乐部达成长期赞助协议的同时,也决定赞助该俱乐部的竞争对手。设计/方法/途径 选择一家红酒公司与一家热门足球俱乐部达成的长期赞助协议,以及该公司与主要竞争对手俱乐部达成的新协议作为研究背景。通过在线调查收集了 302 位参与者(两队球迷)的数据,并采用 PLS-SEM 检验了所提出的结构模型的关系。球队认同对于提高球迷对赞助商与其喜爱的俱乐部之间契合度的认知具有重要意义,但同时也导致长期赞助俱乐部的球迷感到被赞助商背叛。这种背叛感影响了契合程度和对赞助商的拒绝,但并没有显著影响球迷对赞助商品牌的负面反应。原创性/价值 这是第一项结合两家竞争对手俱乐部的契合度影响来测试赞助商品牌赞助效果的研究,该交易包括长期赞助的足球俱乐部和作为新赞助商的竞争对手。这也是首次尝试在竞争背景下探讨合拍感、背叛感和拒绝联合体育赞助之间的关系,突出了防止球迷背叛的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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