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Corporations invest massive amounts of money in sports sponsorship because of the extensive media attention and positive public image associated with sports. However, with more companies joining the sports sponsorship field, simply sponsoring a sports property no longer holds a unique appeal.
November 9, 2023
by Ye Lei
Corporations invest massive amounts of money in sports sponsorship because of the extensive media attention and positive public image associated with sports. However, with more companies joining the sports sponsorship field, simply sponsoring a sports property no longer holds a unique appeal.
Corporate social responsibility (CSR)-linked sponsorship, in which the sponsoring company and sponsored sports organization collaborate on socially responsible activities, can be an effective way to establish a strong and distinctive connection with the sponsored sports organization. And in recent years, CSR-linked sport sponsorship has received increasing attention from sport marketing scholars and professionals.
Dr. Yong Jae Ko and his colleagues conducted a study to investigate how the sponsor's level of commitment to the CSR program influences the effectiveness of a CSR-linked sponsorship. They focused on how sponsors’ commitment to a CSR-linked sponsorship affected consumers’ perceptions of sponsorship fit, attitude toward the sponsor, and plan to spread good word-of-mouth (WOM) about the sponsor.
Data for the study were collected through an online platform, and responses from 146 participants were analyzed.
The results suggested that a CSR-linked sponsorship might have negative impacts on consumers' perceptions of sponsor-sponsee fit if the sponsor demonstrates a lack of commitment to the program. On the other hand, the findings indicated that if the sponsor is strongly committed to the CSR program, a CSR-linked sponsorship is more effective than a regular sponsorship in developing a favorable consumer attitude and strong WOM engagement. Furthermore, the results revealed that when the sponsor has a high commitment to the CSR program, consumers perceive a better match between the sponsor and the sponsored sport organization, resulting in a positive attitude and a greater possibility of sharing positive WOM.
The study emphasized that a strong commitment to the CSR program from both the sponsor and the sponsored sport organization is essential for the success of a CSR-linked sponsorship. And the findings of this research have significant implications for sport sponsorship practitioners and managers, assisting in building effective CSR-linked sponsorship programs.
“Therefore, sports organizations and their sponsors should incorporate CSR into their sponsorship only if they can be strongly committed to the program.”
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Asada, A., Yan, M., Ko, Y. J., & Lee, J. S. (2023). Effects of commitment to CSR-linked sport sponsorship on consumers' fit perception, attitude toward sponsor, and word-of-mouth intention. Sport Marketing Quarterly, 32(2), 137-149.