Sponsorship : Is it a double-edged sword?

Abstract: Today, sponsorship is an integrated communication tool used for the achievement of commercial objectives. As the marketing environment changes sport sponsorship has evolved into one of the fastest growing marketing sectors. Yet, research up to now has been somewhat limited to one dimension of the sponsor relationship, without further consideration of the other. Therefore, this study has assessed both sides of sponsorship arrangements. Relevant literature has been reviewed and a survey was carried out in order to answer the purpose within this thesis. Our findings show that identification and commitment to a sport team was positively related to attitudes and purchase intentions toward favorite team sponsors. Moreover, mean scores suggested that negative associations from rival teams could “rub-off” on sponsored brands. This was evident in forms of attitudes but not in avoiding sponsors products. The study showed potentials with sponsorship while at the same time described sponsorship as a complex business which one should treat with caution in order for it to not become a double-edged sword.   Key words: sport sponsorship, social identity, in-group, out-group, identification and commitment to a sport team