How the ‘Halo Effect’ impacted sport sponsorship and endorsement?

Sport sponsorships and endorsements are prevalent today as it is an investment with a high potential return in the form of public awareness to the company brand and/or cash  (Copeland, Frisby, & McCarville, 1996; Myung-Soo et al., 1997). There is no doubt about what sport sponsorships can potentially achieve for the companies and the sport properties. In … Continue reading How the ‘Halo Effect’ impacted sport sponsorship and endorsement?

Benefits of Sport Sponsorship & Endorsement

Sport sponsorship and endorsement is rampant in today’s context. The mutual benefits that sponsors and beneficiaries can reap from a sponsorship are tremendous. So, how lucrative is sports sponsorship? Strictly referring to monetary assets, over $14.35 billion was invested into sport sponsorships in North America in 2014 and the revenue returned to the sponsors was … Continue reading Benefits of Sport Sponsorship & Endorsement

Introduction to Sport Sponsorship and Endorsement

It is no surprise that products have a “face” associated with it in today’s context. When Clear Men is being mentioned, majority will know that it is a shampoo brand endorsed by a renowned athlete. Chances are, you already knew who that is. What is sports sponsorship and endorsement From the example above, it displayed … Continue reading Introduction to Sport Sponsorship and Endorsement