The study
Three empirical studies and one follow-up study were conducted to test the hypotheses. In total, a convenience sample of 876 Brazilian residents was surveyed, referring to the 2014 Fédération Internationale de Football Association (FIFA) World Cup and the 2016 Olympic Games as the sponsored mega sport events. The authors used regression-based (moderated) mediation analyses to test their hypotheses.
Results and findings
Perceived corruption of the event-governing body has a negative impact on the host population’s attitude toward event sponsorship. Attitudes toward both the event-governing body and the event mediate this effect. Perceived CSR activities implemented by the body (here FIFA and the International Olympic Committee respectively) can reduce (or even eliminate) the negative indirect effect of perceived corruption on attitude toward event sponsorship, but only if individuals attribute philanthropic (vs. profit-driven) motives for CSR.
Implications
Attitude toward event sponsorship in the host population is negatively affected by perceived corruption (be it on the organizational level of the event-governing body or on the host country level). Stakeholders are thus encouraged to reduce corruption and implement philanthropic CSR to weaken (and possibly eliminate) negative spillover effects on sponsors.
Contact
Chair of Sport and Health Management
Prof. Dr. Jörg Königstorfer
Team assistant: Mirjam Eggers
Uptown München Campus D
Georg-Brauchle-Ring 60/62
80992 Munich
Phone +49.89.289.24559
Fax +49.89.289.24642
info.mgt@sg.tum.de