Gillooly, L., Medway, D., Warnaby, G. et al. (1 more author) (2020) The importance of context in understanding football fans’ reactions to corporate stadia naming rights sponsorships. European Journal of Marketing, 54 (7). pp. 1501-1522. ISSN 0309-0566
Abstract
Purpose
The purpose of this paper is to explore fans’ reactions to corporate naming rights sponsorship of football club stadia and identify a range of contextual factors impacting these reactions.
Design/methodology/approach
A qualitative, quasi-ethnographic research design is adopted, focusing on three football clubs in North West England. Data are gathered through online message board discussions, focus groups and auto-ethnographic approaches.
Findings
Geographic, image and functional dimensions of sponsorship fit are noted as contextual factors in determining fans’ reactions to corporate stadium names. It is also proposed that some forms of fit (in particular geographic fit) are more important than others in this regard. Beyond issues of fit, three additional contextual factors are identified that potentially influence fans’ reactions to corporate stadium names: prior involvement with the club by the sponsor; fans’ perceived impact of the sponsorship investment; and whether the stadium is new or long-established.
Research limitations/implications
Future research might examine the relative importance and implications of the identified contextual factors, alongside seeking other potential areas of contextual framing.
Practical implications
Sponsorship naming rights negotiations need to be sensitive to a variety of contextual factors. Furthermore, sponsors would do well to have a good awareness of their own brand image and its congruency with the identity of the club and fan base.
Originality/value
This nuanced, qualitative analysis extends existing, quantitative-based research by identifying a range of contextual factors which shape fans’ reactions to corporate stadium naming.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2020, Leah Gillooly, Dominic Medway, Gary Warnaby and Tony Grimes. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode |
Keywords: | Sport; Sponsorship; Fans; Fit; Naming rights; Stadia |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 09 Jul 2020 13:54 |
Last Modified: | 24 May 2022 13:48 |
Status: | Published |
Publisher: | Emerald |
Refereed: | Yes |
Identification Number: | 10.1108/ejm-03-2018-0174 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:163069 |