Consumers' orientation toward sport: Does it matter for sponsors?

Abstract

Sports sponsorship has developed as a prolific research stream, with many authors examining sponsor-property relationships and the influence of various consumer and sport-related factors on sponsorship success. Despite advancement in this area, a number of questions remain, particularly in relation to the consumers’ consumption of sport and its effect on sponsorship. In this paper we conceptualise the moderating role of consumer orientation toward sports on sponsorship effectiveness. As part of the conceptual framework, the role played by self-congruity and brand personality will also be elaborated upon. The paper concludes with a research agenda.