Effectiveness of the Sponsors and Sporting Events Website

M. Alonso-Dos-Santos, F. Calabuig-Moreno, F. J. Montoro-Ríos

Year: 2016 Volume: 25 Issue: c

Pages: 22-44

Abstract: Sporting event websites allow for commercial displays to be formed that affect the behavior of fans and visitors to the site and depending on the size of the event, small or medium; it may become your only source of commercial information. This paper studies how an average sporting event sponsor has influences on a web visitor. It proposes a model measuring the buying intention and attitude towards the event and sponsor based on image transmission. Through a structural equation modeling it is determined that the website influences the event and image transmission but not on purchase intent. We conclude that certain strategies be proposed in order to improve the process of marketing the event and sponsors.