Sponsoring the UEFA Champions League: exploring the impact on brand equity among fan profiles

IF 1 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM Soccer & Society Pub Date : 2023-03-31 DOI:10.1080/14660970.2023.2194518

Remco M. Beek, I. Derom

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Abstract

ABSTRACT What is the long-term brand impact of sponsoring a global sports competition? This study seeks to answer that question by examining the UEFA Champions League, the prestigious international professional football (soccer) competition of European clubs. The sponsorship effects on sponsorship awareness (recall and recognition), brand image, and purchase behaviour were investigated in a longitudinal study covering more than 17 years and more than 111,000 respondents in five countries. The relationship between fan involvement and significant brand effects were clarified for long-time sponsors Amstel, Heineken, and MasterCard with their competitors by distinguishing between four fan profiles. The results revealed the saturation level of sponsorship impact, the decay memory effect of past sponsorships, fan attitudes on sponsorship, and perceived commercialization of football. Future challenges on brand strategy, partnership models, and attractiveness of the UEFA Champions League are illustrative for sports marketers and sponsor managers in their sponsorship decision-makings in football and other domains.

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赞助欧洲冠军联赛:探讨球迷形象对品牌资产的影响

赞助全球性体育赛事对品牌的长期影响是什么?本研究试图通过考察欧洲冠军联赛(欧洲俱乐部享有盛誉的国际职业足球比赛)来回答这个问题。赞助对赞助意识(回忆和认知度)、品牌形象和购买行为的影响在一项长达17年的纵向研究中进行了调查，调查对象包括5个国家的111,000多名受访者。通过区分四种粉丝形象，阐明了长期赞助商阿姆斯特尔(Amstel)、喜力(Heineken)和万事达卡(MasterCard)及其竞争对手的粉丝参与与显著品牌效应之间的关系。结果揭示了赞助影响的饱和程度、过去赞助的衰减记忆效应、球迷对赞助的态度以及对足球商业化的感知。未来在品牌战略、合作模式和欧洲冠军联赛吸引力方面的挑战，对体育营销人员和赞助商经理在足球和其他领域的赞助决策具有说明意义。

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来源期刊

Soccer & Society HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

2.50

自引率

14.30%

发文量