The Role of Faraway Fans in Sporting Event Sponsorship: Why Sponsor Patronage Is Stronger among Fans Who Travel Far to Events

Consumers routinely experience sponsored events near and far, and whether the attendee is a local or not may affect the event sponsorship’s impact.
Scheinbaum, Krishen, and Lacey

Management Slant

  • Sponsor patronage intent is driven in part by event attendees’ knowledge about the sport corresponding to the event sponsored, how identified they are as fans of the sport, and how attached they are to the event.