What Drives Global Sponsorship Costs?

What Drives Global Sponsorship Costs?

  • Jonathan A. Jensen and Benjamin Albano, University of North Carolina at Chapel Hill; Joe B. Cobbs, Northern Kentucky University, and B. Tyler, University of Massachusetts Amherst
  • JOURNAL OF ADVERTISING RESEARCH
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Summary

Until 2020, sponsorship expenditures by brand marketers were soaring, but COVID-19 changed the equation. Nevertheless, a new study conducted prior to the pandemic— analyzing multiple years of prices paid for sponsorships of Formula One racing teams—fills a gap in the body of research that otherwise focused on sponsorship returns but neglected the related investment.

Jonathan A. Jensen (jajensen@email.unc.edu) is an assistant professor at University of North Carolina at Chapel Hill. Prior to his career in academia, he was an executive with sport marketing agencies in global advertising networks Omnicom and Publicis Groupe.

Joe B. Cobbs (cobbsj1@nku.edu) is a professor at Northern Kentucky University. Previously, he worked in sponsorship negotiation and professional and intercollegiate sport marketing.

Benjamin Albano (boa@live.unc.edu) is a recent graduate in interdisciplinary studies at University of North Carolina at Chapel Hill and a championship-winning racecar driver from Greenwich, CT.

B. Tyler (dtyler@isenberg.umass.edu) is an associate professor at University of Massachusetts Amherst. He specializes in the preparation and management of research data.