Globalization and technology have expanded the reach of sports teams, giving brand sponsors new opportunities to engage and build relationships in real time with fans outside a team’s home market. This research investigates the role of fan isolation, or the experience of feeling separated from the team community, in shaping sponsorship effectiveness.
MARC MAZODIER, M.M., HENDERSON, C. et BECK, J. (2018). The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance. Journal of Marketing, 82(6), pp. 28-48.