Have You Thought About The Club’s Image? The Role Of Sport Club Image For Sponsoring Goals

Ströbel, Tim; Herbert, Woratschek; Winterstein, Tom (5 September 2017). Have You Thought About The Club’s Image? The Role Of Sport Club Image For Sponsoring Goals. In: 25th Conference of the European Association for Sport Management (EASM), Book of Abstracts (pp. 479-480). Bern: University of Bern, Bern Open Publishing

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Sport sponsors have various expectations and try to achieve heterogeneous goals with their sponsorships. However, there is a clear tendency to spend more money on clubs with higher sporting success and better image. Club image is a key variable since sport managers can control their club’s image more efficiently than players’ motivation or sporting success, aspects that depend on many, partly unpredictable factors (Bauer et al., 2008; Gladden & Funk, 2002). The empirical research is based upon a comprehensive literature review of sport sponsoring research with a focus on relevant factors for sponsorship decisions in sports. In particular, the review focuses on empirical sponsoring research that refers to sport club brands. Based on this literature review, the research is designed to analyze the effects of club image on the attainment of sponsoring goals from the perspective of sponsorship decision makers. The research questions are:
1. What kind of heterogeneous sponsoring goals can be identified?
2. How does club image affect the attainment of sponsoring goals?
3. Do those effects differentiate with regard to the sponsoring goals?

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