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In recent years, women's sport has experienced sustained growth, resulting in a positive shift in media coverage and increased attention from corporate sponsors. Past research has extended our understanding of the challenges, objectives and motivations of sponsors however, less is known with respect to whether sponsor communication perpetuates a gender-based narrative. In addressing this research gap, this study examines women's sport sponsor communication to understand how gender stereotyping manifests in messaging around sponsorship objectives and women's sport/athletes. Findings show that sponsor communication of objectives mirrors the traditional social roles held by women (centred on a communal orientation), while agentic gender traits associated with masculinity emerge in communication around women's sport/athletes. Our study highlights the importance of message framing in sponsor communication and the need for simultaneously embracing and valuing both feminine and masculine traits. This is an important step towards creating a balanced narrative around women athletes and women's sport. [ABSTRACT FROM AUTHOR]

October marks the beginning of the art fair season in Paris, as Art Basel Paris, Asia NOW, Design Miami and Paris Internationale draw a who's who of the modern and [...]

The article discusses the importance of drowning prevention as a global health promotion imperative, highlighting the significant progress made in this area over the past few decades. It emphasizes the need for evidence-informed strategies to address the complex determinants of drowning, including social, environmental, and commercial factors. Recent United Nations resolutions and global initiatives have underscored the urgency of preventing drowning deaths, particularly among vulnerable populations. The article calls for equitable access to prevention resources, global collaboration, and increased investment in research and implementation efforts to further advance drowning prevention worldwide. [Extracted from the article]

This research examines whether prosumer‐generated (vs. firm‐generated) content fosters consumer engagement through content relevance and perceived content sponsorship. Four between‐subjects experiments (N = 1048) show that prosumer‐led (vs. firm‐led) conversations, mediated by perceived content sponsorship and content relevance, generate higher engagement. Furthermore, consumer engagement increases significantly when prosumers share hedonic content and disclose information about their identity. A fifth study, a qualitative investigation with brand managers and marketing practitioners, further validates and extends these findings, providing nuanced insights in the form of four prosumer‐led engagement strategies for consumer engagement. These strategies have practical implications for companies seeking to leverage prosumers in social media marketing. Together, the current work broadens the research scope of prosumers from content co‐creators to drivers of brand engagement, while revealing the factors that increase the effectiveness of prosumer‐led social media content. Specifically, this research suggests that content type and authenticity are fundamental criteria for choosing a prosumer to engage social media brand followers. From a managerial viewpoint, the findings indicate that companies should identify, connect, and engage with online prosumers, as they will actively contribute towards improving consumer engagement levels. [ABSTRACT FROM AUTHOR]

This paper advances our understanding of how organisations engage in the process of Bourdieusian capital conversion during crises of socio-political legitimacy. We do so by analysing the arts sponsorship strategies of Barclays between 1972 and 1987. During this period, Barclays faced numerous challenges to its organisational legitimacy as a result of its continued dealings in apartheid South Africa and its ability to generate extraordinary profits despite general economic malaise in Britain. As a response, Barclays increased its sponsorship of the arts, exchanging its substantial economic capital for the symbolic capital associated with high-status arts institutions. We identify the forces that facilitated and inhibited these capital exchanges and how they affected Barclays' sponsorship strategies. This paper will be of interest to Bourdieusian scholars interested in capital exchange, to business historians interested in banking in Britain during the 1970s and 1980s, and researchers interested in the evolution of corporate sponsorship and philanthropy. [ABSTRACT FROM AUTHOR]

As the climate crisis deepens, cultural institutions are cutting ties with fossil fuel sponsors. But the relationship between artists and oil is more complex than it seems Since the first [...]

Purpose: This study explores the motives and objectives of sports sponsorship in China, taking into account the sports, social and cultural contexts. It also adopts a comparative approach to examine the sponsorship of elite and grassroots sports events in China. Design/methodology/approach: This study adopts a qualitative approach, employing semi-structured interviews with representatives of nine companies sponsoring elite and/or grassroots sports events in Western China. The data were analyzed through reflexive thematic analysis. Findings: In China, sponsors are frequently driven to sponsor elite sport events by a sense of obligation and responsibility to the country, whereas their motives to sponsor grassroots sport events is primarily influenced by sincerity and goodwill. Chinese companies consider brand awareness, exposure and the relationship with the government and authorities as key factors for sponsorship, and use sponsorship to achieve market-related objectives. Originality/value: Companies' sponsorship motives and objectives have received significant attention in the literature, but mainly in Western countries. In the context of China, this study identifies how sponsors utilize social networks to shape their motives and objectives. It also reveals certain patterns common with the current literature, as well as specificities such as how the roles of the government and authorities are linked to the contingent economic and social context of the country. Furthermore, the differences between elite and grassroots sports events sponsorship are explained. [ABSTRACT FROM AUTHOR]

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through the event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its partners have succeeded in increasing brand awareness [ABSTRACT FROM AUTHOR]

In a world where financial investment in sports sponsorship is at risk of committing corporate irresponsibility, how do professional sports team sponsors' attribute altruistic motives and favorable attitudes towards the fans influence purchasing with decisions? For this purpose, a sample of 2,647 fans from two of Portugal's most successful soccer teams completed a questionnaire. A Structural Equation Modelling analysis was carried out to test the model and the hypotheses. Despite the highly commercial context, the high investments made by the sponsors are seen as altruistic by the fans most identified with the sports team. The model explained 46% of attitudes towards sponsors, but the most relevant result in sponsorship effectiveness was the strong mediating role played by the sponsors' altruistic motives. This study extends previous research by providing a unique conceptual framework that highlights the importance of understanding how fans supported by the sponsor's altruistic motives view the sponsor's brand. [ABSTRACT FROM AUTHOR]

Event sponsorship, as part of promotion, offers opportunities for brands to increase visibility through involvement in events that match the interests of the target audience. The method used in this research is quantitative method and will be analyzed with the Structural Equation Model (SEM). The target of this research is the audience of the Reality Club Concert which is presented in Jakarta sponsored by the Kapal Api brand. The sampling method is a non-probability sampling technique with a convenience sampling approach, then continued with a snowball sampling approach which is carried out by relying on personal contacts taken from the results of the previous approach, namely the results of convenience sampling. total respondents were 200 in this study. This study found that sponsor-event congruence significantly improved brand image and attitude toward sponsor, which in turn, improved purchase intention. In contrast, involvement and exposure to the sponsored event had no significant influence on attitude towards the sponsor. Based on the results of the study, it can be concluded that involvement and exposure to sponsored events do not have a significant effect on attitudes towards sponsors. However, sponsor-event congruence has a positive and significant influence on attitude towards the sponsor and brand image. In addition, brand image also has a positive and significant impact on attitude towards the sponsor. Finally, attitude towards sponsor and brand image have a positive and significant influence on purchase intention in the case study of Brand Kapal Api at Reality Club Concert. [ABSTRACT FROM AUTHOR]

The intersection of sustainability and sports has emerged as a pivotal arena for exploring the evolving dynamics of contemporary society. In the context of Formula 1, sustainability-related norms and policies have started to affect sponsorship relations. The study aims to examine how F1 teams’ sustainability strategies have impacted their sponsorship policies. To get a better understanding of views, motives and activities related to the adaptation of the sustainability concept to their sponsorship propositions, semistructured interviews with commercial managers from three F1 teams were conducted. Facing diverse stakeholder pressures and expectations, as well as the newly adopted internal policies, the teams’ commercial departments have embraced sustainable development for strategic and instrumental reasons. The adjustments concentrate on aligning the teams’ sponsorship practices with their management vision and sustainability prioritisation. Simultaneously, they also aim to support the implementation of the teams’ sustainability commitments. However, the data suggests that sustainability is not yet consistently a decisive factor in F1 sponsorships. That sparks ethical dilemmas, as teams continue partnering with sponsors from contradictive industries, highlighting a paradox between the sport’s dedication to sustainability and its reliance on commercial ventures. The paper unpacks the under-researched relationship between the adoption of sustainability norms and policies and their practical manifestations in organisational sponsorships. [ABSTRACT FROM AUTHOR]