Cause-Related Sport Sponsorship: An Assessment of Spectator Beliefs, Attitudes, and Behavioral Intentions

TLDR

Cause‑related sponsorship has become mainstream as firms respond to rising CSR expectations and embed it into sport marketing strategies. This study examined consumers’ attitudes, beliefs, and purchase intentions after exposure to a firm’s sponsorship of a sporting event linked to a non‑profit organization. A panel‑developed survey instrument was pre‑tested, revised, and administered to 442 event spectators. Results showed that the firm’s cause‑related marketing positively influenced consumers’ attitudes, beliefs, and purchase intentions.

Abstract

Marketing communications utilizing a non-profit cause (i.e., the sponsorship of a non-profit cause) have emerged as a mainstream practice as practitioners respond to rising consumer expectations of corporate social responsibility (CSR). The increasing popularity of cause-related marketing programs (CRMPs) can be attributed to the integration of sponsorship in many organizations’ sport marketing strategy. The purpose of this study was to examine the attitudes, beliefs, and purchase intentions of consumers exposed to a firm's sponsorship of a sporting event associated with a non-profit organization. A survey instrument was developed by a panel of experts, pre-tested, revised, and completed by (442 event spectators. Results suggested consumers’ attitudes, beliefs, and purchase intentions toward the sponsoring company were positively impacted by the firm's involvement with cause-related marketing.