A Study On Spillover Effect Of Sponsor Brand Portfolio Of Sports Events

Nowadays,the competition among brands has become more and more fierce.Sports event sponsorship has become an important marketing communication tool for companies to increase brand awareness,improve brand attitudes,and expand product sales.Brands engage in sponsorship activities to obtain positive spillover effects.Recently,sports event resources are becoming more and more abundant.In the face of many alternative sponsors,how to maximize the benefits of sponsorship has become an urgent problem for brands to solve at this stage.Due to the limited resources of top sports events,the sponsorship environment is developing in a diversified direction,and multiple brands have become to be co-sponsor.The brands in the sponsorship portfolio of sports event would influence each other,but due to the different number,different categories,and different popularity of brands,the path of mutual influence between sponsored brands is not clear.Brand spillover effects are not only affected by sports events,but also by other sponsored brands.Based on this,this research intends to explore: First,the influence of the quality of sports events on the spillover effect of sponsored brands.Second,how does the fit between the sponsored brand and the event affect the spillover effects ? Third,how the brands in the sponsored portfolio affect each other ?This research draws on accessibility-diagnosability framework,associative network memory theory,and signal theory to explore the mechanism of brand spillover effects in sports event sponsorship,and builds a model of the spillover effect of sports event in sponsorship brand portfolio through combing and reviewing the literature.2(sports event quality: high,low)× 2(brand fit: high,low),2(brand portfolio size: large,small)× 2(brand fit: high,low)between subjects factorial design was used.The design divides 185 subjects into 8 experimental groups,and uses the experimental method to simulate the sponsorship of a sports event.SPSS 23.0 is used for analysis.The research found that: First,high-quality sports events have a greater impact on brand spillover effects.Second,brands with a higher matching degree can have positive spillover effects when sponsoring sports events.Third,the brand spillover effect is affected by the interaction between the quality of sports events and the degree of matching.Brands with a high degree of matching can maximize the spillover effects by sponsoring high-quality events.Fourth,sponsored brand portfolio size can adjust the spillover effect of matching on sponsored brands.Brands with a lower matching degree can only have a positive spillover effect in a smaller sponsorship portfolio,while brands with higher matching are less affected by the portfolio size.