Does Fandom Influence Marketing Executives' Valuations of Sports Sponsorships? Insight from the French Soccer League. Issue 3 (6th October 2021)

• Record Type: Journal Article
• Authors: Renier, Olivier; Dalakas, Vassilis; Melancon, Joanna
• Is Part Of: Services marketing quarterly. Volume 42:Issue 3/4(2021)
• Page Start: 194
• Page End: 207
• Publication Date: 2021-10-06
• Subjects: Fandom -- France -- rationality -- soccer -- sponsorship -- sports; Marketing -- Periodicals; Service industries -- Periodicals; 658.8
• DOI: 10.1080/15332969.2021.1976003
• Languages: English
• ISSNs: 1533-2969

Abstract

Abstract: This study examines how marketing executives perceive valuations of sponsorship assets of soccer clubs. It was conducted with French marketing executives in regard to sponsorship assets of four Ligue 1 teams: Paris Saint-Germain and rival Olympique de Marseille, AS Saint-Etienne and rival Olympique Lyonnais. Results confirmed that both rationality and fandom influence how the executives assigned value to the teams' sponsorship assets, suggesting that soccer fandom is hard to overlook even in cases when one is expected to make rational decisions.