Linking Fan Values and Sponsorship Effectiveness: The Case of Old School Values

Abstract

Values have been defined as closely held beliefs that play a major role in guiding behaviors and influencing attitudes. Previous researchers have noted that a key objective of sponsorship-linked marketing is to create strong and lasting values-based connections between fans and sponsors and has called for new research examining such fan-to-sponsor connections. The current work is the first to answer this call by providing a foundational investigation into the relationship between Old School values and varied aspects of sponsorship effectiveness. Two studies were conducted using return-mail exit surveys, one at an NCAA men's collegiate basketball game and another at a professional hockey match. The authors conclude, based on the findings, that fans do embrace Old School values and that those embracing such values have significantly higher sponsorship recognition rates and predominantly more positive perceptions of sponsors. The work also investigates a proposed positive relationship between Old School values and team identification levels. Lastly, the work uncovers some significant demographic differences.