Abstract

This study examines how marketing executives perceive valuations of sponsorship assets of soccer clubs. It was conducted with French marketing executives in regard to sponsorship assets of four Ligue 1 teams: Paris Saint-Germain and rival Olympique de Marseille, AS Saint-Etienne and rival Olympique Lyonnais. Results confirmed that both rationality and fandom influence how the executives assigned value to the teams’ sponsorship assets, suggesting that soccer fandom is hard to overlook even in cases when one is expected to make rational decisions.

中文翻译：

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Fandom 会影响营销主管对体育赞助的估值吗？来自法国足球联赛的洞察

摘要

本研究调查营销主管如何看待足球俱乐部赞助资产的估值。它是与法国营销主管就四支法甲球队的赞助资产进行的：巴黎圣日耳曼和对手马赛奥林匹克、AS 圣艾蒂安和对手里昂奥林匹克。结果证实，理性和狂热都会影响高管如何为球队的赞助资产分配价值，这表明即使在人们期望做出理性决定的情况下，足球狂热也很难被忽视。