The Effect of Fan Passion and Official League Sponsorship on Brand Metrics: A Longitudinal Study of Official NFL Sponsors and ROO

We examine the role of official NFL sponsorships in five primary categories to determine the relative effects of an official sponsorship on each element of the BAV brand equity model, Differentiation, Relevance, Esteem, and Knowledge among NFL fans versus non-fans over the 2008-2010 time period. Importantly, we compare the effects against primary competitors within each category targeting the same NFL fan audience. Results show the benefits of sponsorships over and above the brands’ national campaigns. Category specific results show the importance of longitudinal participation and analysis including competitors and fans of the property versus non-fans otherwise exposed to the brand’s marketing strategy.

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