Sponsorship is a significant element of today’s marketing communication. Nevertheless, managers and researchers lack of systematic and integrative understanding of key factors that influence sponsorship outcomes and the contexts in which the relationships between sponsorship effectiveness antecedents and outcomes are stronger or weaker. The authors attempt to address this gap by providing a systematic meta-analytic review of sponsorship effectiveness that incorporates (1) cognitive, affective, and conative consumer-focused sponsorship outcomes; (2) sponsor-related, dyadic, and sponsee-related antecedents to consumer-focused sponsorship outcomes; and (3) sponsorship-related and methodological moderators of the relationships between the three antecedent categories and three outcome categories. Our findings help assess the validity and robustness of the predictive capability of the antecedents, and they also offer a more generalizable and empirically established set of factors that are vital to the achievement of key sponsorship outcomes. Several of our results afford noteworthy implications for improving the effectiveness of sponsorship research and practice.

Understanding what leads individuals to consume the product of sport is central to the study of the sport management discipline. Though the study of sport consumer behavior benefits from an extensive body of work, many key issues (e.g., external validity concerns) still require attention. This meta-analysis provides a comprehensive and systematic empirical review of the sport (mostly team sport) attendance literature. Specifically, this study examines the relationship between three categories of predictors (fan-focused, relationship-focused, and product-focused) and sport attendance. Also examined are four categories of moderators (sport level, culture, gender, and sample type). The present meta-analysis integrates 352 effect sizes based on 172,142 participants from 123 independent samples drawn from 119 studies. The results of this study, such as the relationship-focused factors of identification and commitment having the largest effects on attendance of all the proposed antecedents, offer a variety of important implications for improving how sport attendance is studied and marketing initiatives are planned and executed.

Nostalgia has been identified as an essential factor to understand sport tourists’ behavioral intentions. However, a measurement model to examine nostalgia has not been developed in the field of sport tourism. The purpose of this study was to develop a valid and reliable Nostalgia Scale for Sport Tourism (NSST) to measure sport tourists’ nostalgia. A multilevel analysis was used in order to avoid biases caused by common characteristics within a travel group. The scale conceptualized sport nostalgia as a five-dimensional construct reflecting sport tourists’ nostalgia of sport team, environment, socialization, personal identity, and group identity and showed adequate psychometric properties in assessing sport-specific nostalgia. The NSST scale developed here can be a useful tool for future empirical studies aiming to better understand sport spectator nostalgia and identify the role of nostalgia in sport tourism.