Image Transfer in Sports Creative Sponsorship and Participation Sponsorship: What’s the Difference?

Participation sponsorship and creative of sports events can have strategic communication effects. In this study the car brand “Peugeot” in Tunisia, impact participation on image transfer was compared with that support, considering moderating effect involvement spectators process. Structural equation modeling analysis used to validate measurement images structural models transfer. The results largely favored sports-related sponsorship. Furthermore, when moving from “low involvement” “high groups, observers backing were perceived as more intense, indicating has a decreasing impact. Research shown it be effective tool than multi-sponsoring. We conclude support presents real opportunity for sponsors is less costly but persuasive participation. This assumption deserves verified indirect audience other cases high low media coverage.