IDEAS home Printed from https://ideas.repec.org/a/taf/rsmrxx/v17y2014i3p362-375.html
   My bibliography  Save this article

Measuring effects of naming-rights sponsorships on college football fans’ purchasing intentions

Author

Listed:
  • Terry Eddy

Abstract

•College football fans were surveyed about their attitudes toward naming rights.•Attitudes toward sponsorship predicted sponsor purchase intentions.•Strong football tradition could hurt purchase intentions for a naming-sponsor.•These attitudes are not universal, and vary between institutions.Corporate sponsorship is now commonplace across the college athletic landscape; however, the introduction of naming-rights sponsorships for college football stadiums has been a significantly slower process. Although there are several Division I Football Bowl Subdivision (FBS) programs that have secured naming-rights partners (i.e. University of Minnesota), this practice is still the exception rather than the norm, which is also true in many other global sport contexts. In order to better understand this phenomenon, the goal of this study was to investigate fans’ attitudes related to sponsorship, tradition, and commercialism in college football. The results indicated fans that had more positive attitudes toward sponsorship had more positive behavioral intentions toward both the football program and a potential naming rights partner. On the other hand, those who had more positive perceptions of the institution's football tradition and venue had more negative behavioral intentions. Theoretical and practical implications are discussed, as well as suggestions for future research.

Suggested Citation

  • Terry Eddy, 2014. "Measuring effects of naming-rights sponsorships on college football fans’ purchasing intentions," Sport Management Review, Taylor & Francis Journals, vol. 17(3), pages 362-375, July.
    • Handle: RePEc:taf:rsmrxx:v:17:y:2014:i:3:p:362-375
    DOI: 10.1016/j.smr.2013.08.001
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1016/j.smr.2013.08.001
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1016/j.smr.2013.08.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Teal, Renee & Roberts, Michele & Harrigan, Paul & Clarkson, Jo & Rosenberg, Michael, 2020. "Leveraging spectator emotion: A review and conceptual framework for marketing health behaviors in elite sports," Sport Management Review, Elsevier, vol. 23(2), pages 183-199.
    2. Jose A. Martinez & Manuel Ruiz, 2019. "No Short- and Medium-Term Effects of Sport Sponsorship; the Case of Divina Pastora in Professional Basketball," Eurasian Journal of Business and Management, Eurasian Publications, vol. 7(2), pages 1-11.
    3. Martin, David S. & Bourdeau, Brian L. & Stephan, John, 2020. "Measuring the effectiveness of facility naming rights sponsorships," Journal of Business Research, Elsevier, vol. 110(C), pages 51-64.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rsmrxx:v:17:y:2014:i:3:p:362-375. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rsmr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.