Sponsoring the Uefa Champions League
Exploring the impact on brand equity among fan profiles
Bibliographic Data
| ID | 12675224 |
|---|---|
| Authors | Remco M Beek (0000-0002-8472-8626, Rotterdam University of Applied Sciences, corresponding author), Inge Derom (0000-0002-4392-986X, Vrije Universiteit Brussel) |
| Year | 2023 |
| Volume | 24 |
| Issue | 4 |
| Pages | 563-580 |
| Publication date | 2023-03-31 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Soccer and Society (JOURNAL) |
| Journal identifiers | ISSN: 1466-0970 • E-ISSN: 1743-9590 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/14660970.2023.2194518 |
| OpenAlex | W4362465168 |
| Language | EN |
| References cited | 45 |
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
Advertising · Ambush marketing · Brand equity · Brand management · Business · Commercialization · Competition (biology · Competitor analysis · Football · General partnership · League · Marketing management · Political science · Sports marketing · Consumer Behavior in Brand Consumption and Identification · Sports Analytics and Performance · Sports, Gender, and Society · Marketing
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Building Brand Image Through Event Sponsorship
Developing an Understanding of Brand Associations in Team Sport
The Uefa Champions League
Sponsorship eras in the English Premier League
Myths of nation in the Champions League
What is the next step? The champions league clubs and their sponsors. From Bwin to Qatar Sports Investment
One rule for one
| Citation velocity | historical |
|---|---|
| Highly cited | No |