The Negative Effects of Sponsoring a Rival Team

This study investigated whether sponsorships can have negative brand effects in some sub-groups in the target market. The study focused on European football (soccer) and results show that fans of the Stockholm team AIK transferred their dislike of the rival team Hammarby to its sponsor, the beer brand Falcon. Mean scores on brand variables were considerably lower for AIK fans than for a control group who were neither fans of AIK nor Hammarby. Researchers and managers are recommended to consider possible negative effects of sponsorships in sub-groups and to evaluate the target audience’s attitude toward the sponsored object.


Bergkvist Lars (2011) ,"The Negative Effects of Sponsoring a Rival Team", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 79-79.


Bergkvist Lars, University of Nottingham Ningbo, China


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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