Sports Management and Sponsorship; Towards a New Paradigm

Manuel Alonso-Dos-Santos

Abstract


This editorial reflects on how the measurement of advertising effectiveness in sports management and marketing research is being addressed. After the development of the plot, it is proposed to move towards more objective measures of the experience and emotions of the sports consumer.

Keywords


Sport management; sponsorship effectiveness; neuromarketing

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References


Meenaghan, T. (2013). Measuring Sponsorship Performance: Challenge and Direction. Psychology & Marketing, 30(5), 385-393.

Olson, E. L., & Thjømøe, H. M. (2009). Sponsorship effect metric: assessing the financial value of sponsoring by comparisons to television advertising. Journal of the Academy of Marketing Science, 37(4), 504.

Silla-Merchán, A., Calabuig-Moreno, F., & Añó-Sanz, V. (2014). Emotions, satisfaction and future intentions of guided sport activities users’ of a sport center. Journal of Sports Economics & Management, 4(1), 22-38.


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