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Understanding the Effects of Corporate Sponsorship on Fans and on Community.

Research Project

Project/Area Number 23700727
Research Category

Grant-in-Aid for Young Scientists (B)

Allocation TypeMulti-year Fund
Research Field Sports science
Research InstitutionUniversity of the Ryukyus

Principal Investigator

TSUJI Yosuke  琉球大学, 観光産業科学部, 准教授 (80585224)

Project Period (FY) 2011 – 2013
Project Status Completed (Fiscal Year 2013)
Budget Amount *help
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2013: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2012: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2011: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
Keywordsスポーツマーケティング / スポーツスポンサーシップ / スポーツ
Research Abstract

The purpose of this research was to investigate the effects of corporate sponsorship activities on sport fans and community. More specifically, the study focused on the effects on the formation of community identity as well as evaluating the benefits of sponsorship activities from the fans' perspectives. Results indicated that "Interconnection of self to the area (team)", "Evaluation of area (team)", and "Relationship with area (team)" comprised area (team) identity in Japan. The effects of sponsorship activities is still needs further investigation. Results also indicated that fans' "perceived intent of sponsors" and "perceived value of sponsors" influenced "gratitude toward sponsors. Additionally, area identity (ID) positively affected team ID. Team ID positively influenced sponsor's benefits. Team ID was also found to mediate area ID and sponsor's benefits. These results are beneficial for both professional sport teams and local sponsors in Japan.

Report

(4 results)
  • 2013 Annual Research Report   Final Research Report ( PDF )
  • 2012 Research-status Report
  • 2011 Research-status Report
  • Research Products

    (9 results)

All 2013 Other

All Presentation (4 results) Remarks (5 results)

  • [Presentation] Examining the relationships among geographic identity, team identity, andgoodwill2013

    • Author(s)
      辻洋右
    • Organizer
      アジアスポーツマネジメント学会
    • Place of Presentation
      マレーシア国,クアラルンプール市
    • Year and Date
      2013-06-28
    • Related Report
      2013 Final Research Report
  • [Presentation] Exploring the effects ofgroup identity on team identity2013

    • Author(s)
      辻洋右
    • Organizer
      グローバルスポーツビジネスアソシエーション学会大会
    • Place of Presentation
      米国,マイアミ市
    • Year and Date
      2013-02-09
    • Related Report
      2013 Final Research Report
  • [Presentation] Examining the relationships among geographic identity, team identity, and goodwill.

    • Author(s)
      Yosuke Tsuji
    • Organizer
      Asian Association for Sport Management annual conference
    • Place of Presentation
      Kuala Lumpur, Malaysia
    • Related Report
      2013 Annual Research Report
  • [Presentation] Exploring the effects of group identity on team identity.

    • Author(s)
      Yosuke Tsuji
    • Organizer
      Global Sport Business Association
    • Place of Presentation
      Miami, FL
    • Related Report
      2012 Research-status Report
  • [Remarks] 研究成果報告書の配付:辻洋右.琉球ゴールデンキングスフォーカスグループリサーチレポート,2012年3月

    • Related Report
      2013 Final Research Report
  • [Remarks] 研究成果報告書の配付:辻洋右.琉球銀行・琉球ゴールデンキングスパートナーシップレポート,2012年4月

    • Related Report
      2013 Final Research Report
  • [Remarks] 研究成果報告書の配付:辻洋右.琉球ゴールデンキングスマーケティングリサーチレポート,2012年5月

    • Related Report
      2013 Final Research Report
  • [Remarks] 研究成果報告書の配付:辻洋右. FC琉球マーケティングリサーチレポート, 2013年5月

    • Related Report
      2013 Final Research Report
  • [Remarks] 研究成果報告書の配付:辻洋右.琉球ゴールデンキングスマーケティングリサーチレポート,2013年6月

    • Related Report
      2013 Final Research Report

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Published: 2011-08-05   Modified: 2019-07-29  

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