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European football under close scrutinyMercier, S. (2001) L’apport de la théorie des parties prenantesau management stratégique: une synthèse de la littérature,10ème conférence de l’AIMS, from http://www.strategieaims.com/quebec/web/recherche.htmlMorin, E. (2004) La Méthode 6: Ethique. Paris: Du Seuil.Nahapetian, N. (2004) Mauvaises performances pour le sport,Alternatives Economiques 224, 41-43.Pautard, D. (2004) Les avantages d’une approche marketingconsciente des principes de responsabilité sociétale, RevueFrançaise du Marketing 200, 67-81.Ritzer, G. (2005) Enchanting a Disenchanted World:Revolutionizing the Means of Consumption (2nd ed.).Thousand Oaks, CA: Pine Forge Press.Rojot, J. (1992) Déontologie et Gestion des RessourcesHumaines. Paris: Economica.Rossouw, G.J. (1994) Business ethics in developing countries,Business Ethics Quarterly 4, 43-51.Tixier, M. (2004) Faut-il communiquer sur la responsabilitésociale? Les années 2000: un tournant dans l’entreprise, RevueFrançaise du Marketing 200, 13-26.Vargo, S.L. & Lusch, R.F. (2004) Evolving to a new dominantlogic for marketing, Journal of Marketing 68, 1-27.Vitell, S.J. (2003) Consumer ethics research: review, synthesisand suggestions for the future, Journal of Business Ethics 43,33-47.Vitell, S.J. & Paolillo, J.G.P. (2003) Consumer ethics: the role ofreligiosity, Journal of Business Ethics 46, 151-162.Weber, M. (1964) L’Ethique Protestante et l’Esprit duCapitalisme. Paris: Plon.Weber, M. (1971) Economies et Société (vol. 1). Paris: Plon.RESEARCH PAPER● APRIL 2009 ● International Journal of Sports Marketing & Sponsorship243
Can sponsorships be harmful for events?Investigating the transfer of associations fromsponsors to eventsKeywordssponsorshipassociation transfersponsorshipharm to eventsAbstractRESEARCH PAPERJörg HenselerNijmegen School of ManagementRadboud University Nijmegen, The NetherlandsBradley WilsonSchool of Communication ScienceRMIT University, Melbourne, AustraliaDorien de VreedeGoogle Inc, Dublin, IrelandPeer reviewedThis paper outlines how sponsorships can bebeneficial or harmful to events. Using an experimentaldesign and focusing on association transferssurrounding a snowboarding event, we illustrate thatthe sponsoring brand associations have a significanteffect on the associations of the event. Our resultsindicate that in this instance some associations aretransferred; others are not significant. Event managersmust track which of these association transfers areoccurring in order to understand and maintain theirdesired positioning.Executive summaryThis paper outlines how sponsorships can bebeneficial or harmful to events.Companies try to absorb part of the image ofsporting events by becoming the official sponsor of theevent. In this way they hope that the consumer willlink associations of the event with associations of thesponsoring company, thereby transferring the image ofthe event to the image of the sponsor,This paper adds to the extant literature byinvestigating whether a sponsorship can influence theimage of a sponsee. More specifically, it examines thetransfer of associations from a sponsor to a sponsee.By doing so, it will illustrate how sponsorships cancreate but also destroy value for the sponsee – beyondthe sponsorship fee.Using an experimental design and focusing onassociation transfers surrounding an event, weillustrate that the sponsoring brand associations havea significant effect on the associations of the event.A fictitious snowboarding competition was chosenas a context in which the research subjects, students,had significant relevance, interest and participation. A244 International Journal of Sports Marketing & Sponsorship ● APRIL 2009 ●
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