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Are rival team fans a curse for home team sponsors? The moderating effects of fit, oppositional loyalty, and league sponsoring

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  • Erik L. Olson

    (BI Norwegian Business School)

Abstract

Sports sponsorship is big business, and a great deal of research provides evidence as to sponsorship’s efficacy in achieving a large range of communication goals, particularly for brands that are perceived as fitting well with the sport by the most involved fans. A developing body of literature, however, suggests that fan passion for a favorite team or athlete might work against the sponsors of hated rivals. The current research contributes to the rivalry effects topic by examining the impact of sponsor-sport fit, business rivalry, and league sponsoring on “home” team fan attitudes towards the sponsors of their team’s main rival. The study finds that negative rivalry effects are particularly severe when the rival team sponsor has high-perceived fit with the sport and is a direct business rival to a “home” team sponsor, but that league sponsorships largely mitigate these rivalry effects.

Suggested Citation

  • Erik L. Olson, 2018. "Are rival team fans a curse for home team sponsors? The moderating effects of fit, oppositional loyalty, and league sponsoring," Marketing Letters, Springer, vol. 29(1), pages 115-122, March.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:1:d:10.1007_s11002-017-9441-6
    DOI: 10.1007/s11002-017-9441-6
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    Cited by:

    1. Bee, Colleen & King, Jesse & Stornelli, Jason, 2021. "Are you with us or against us? The role of threat and anger in sport sponsorship," Journal of Business Research, Elsevier, vol. 124(C), pages 698-707.
    2. Tyler, B. David & Cobbs, Joe & Satinover Nichols, Bridget & Dalakas, Vassilis, 2021. "Schadenfreude, rivalry antecedents, and the role of perceived sincerity in sponsorship of sport rivalries," Journal of Business Research, Elsevier, vol. 124(C), pages 708-719.
    3. Konstantinos Koronios & Lazaros Ntasis & Panagiotis Dimitropoulos & Anna Gerke, 2022. "Unlocking the black box of sponsorship in participant-based sport," Post-Print hal-03924080, HAL.

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