Sports, the arts, and events are products in their own right, and when sponsored, they become marketing and communication platforms. The current research examines the role of event emotions on sponsor recall and intent to attend the event in the future. An important theoretical argument is that feeling to be part of an in-group, measured as in-group entitativity, moderates the relationship between emotions and outcomes of memory and intentions. To test our theoretical model, we surveyed attendees at a multiday international track and field event. A total of 282 individuals were surveyed, and 232 of these attendees qualified as audience members and were included in the analysis. Moderated regression analyses revealed that excitement, joy, boredom, and overall tone of the group atmosphere impact event outcomes for the sport and the sponsor, and furthermore, that in-group entitativity can function as an important moderator. Contributions to theory and practice are discussed.

中文翻译：

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在赞助的体育赛事中感受到集体感觉：与记忆和未来出勤率的链接

体育，艺术和活动本身就是产品，得到赞助后，它们便成为营销和交流平台。当前的研究调查了事件情绪对赞助商召回和将来参加该事件的意图的作用。一个重要的理论论据是，感觉是作为一个小组的一部分，以小组的内在性来衡量的，它调节了情绪与记忆和意图的结果之间的关系。为了测试我们的理论模型，我们在多天的国际田径比赛中对参与者进行了调查。总共对282个人进行了调查，其中232位有资格成为听众并被纳入分析。主持人进行的回归分析显示，团体气氛的兴奋，欢乐，无聊和整体气氛会影响这项运动和赞助商的赛事结果，而且，小组内的兴趣可以充当重要的主持人。讨论了对理论和实践的贡献。