Article
Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study
Author/s | Alonso Dos Santos, Manuel
Sánchez Franco, Manuel Jesús ![]() ![]() ![]() ![]() ![]() ![]() ![]() Torres-Moraga, Eduardo Calabuig Moreno, Ferran |
Department | Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) |
Publication Date | 2023 |
Deposit Date | 2023-07-05 |
Published in |
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Abstract | Purpose – This study explores the effect of video assistant referee (VAR) sponsorship on spectator response
and compares it with advertising and conventional sponsorship.
Design/methodology/approach – An experiment with ... Purpose – This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship. Design/methodology/approach – An experiment with 809 subjects is conducted by analyzing 20 one- minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship. Findings – The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used. Originality/value – This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship. |
Citation | Alonso Dos Santos, M., Sánchez Franco, M.J., Torres-Moraga, E. y Calabuig Moreno, F. (2023). Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study. International Journal of Sports Marketing and Sponsorship, 24 (2), 221-240. https://doi.org/10.1108/IJSMS-05-2022-0107. |
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