Sponsor- and Country-Related Predictors of Sponsorship Effectiveness
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Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer experience to be able to engage in a conversation with them. The first study analyses activation means by conducting a multi-level field study combining data about the sponsorship instruments of Bundesliga sponsors with fan perceptions. The second study examines international differences in sponsorship effectiveness of Formula One sponsors.ContentsComprehensive literature review on sponsorship effectivenessEffectiveness of leverage and activation instruments in sponsorshipCountry-specific differences in sponsorship effectivenessManagerial implications of the research findingsTarget GroupsResearchers and students of Marketing, Sports, Event, & Brand ManagementSpecialists in Sponsorship, Sports, & Event ManagementThe Author Dr. Christian Lucas received his degree from the Carl-Friedrich-Gauß Faculty of the Technische Universität Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschläger. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.
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