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Purpose - The present article contributes to the literature by analyzing potential determinants of fan resistance to naming right sponsorships. Although sports sponsorships mostly trigger neutral or positive reactions by fans, we find empirical support which provides evidence for fan boycott or resistance.
Design/methodology/approach - We empirically test a model using a sample of 798 soccer fans and thereby quantify structural relations between determinants and fan resistance. We use a logistic regression to assess potential determinants of fan resistance.
Findings - Results indicate that sponsee- and sports-related variables such as fan/regional identification and attitude toward commercialization contribute to higher fan resistance. Furthermore, fans see themselves as in-group-members who discriminate out-group members. As the sponsoring company takes over control and imposes a "threat" (the change of a stadium�s name) on the group�s ritual place, this results in strong negative emotional reactions. These emotions tend to be repeated and affirmed in intra-group communications which intensify negative reactions unless the sponsor offers a positive contribution from the fans� standpoints. Our findings confirm that the sponsor-related attitudes sponsorship fit and fans� perceived benefits of the sponsorship reduce fan resistance while the sponsor�s regional identification is unrelated to fan resistance.
Research limitations/implications - Little attention has been paid on negative reactions to sponsorships in existing research. Therefore, future research could assess negative effects resulting from other sponsorship contexts, such as the sale of a clubs naming right, promotion campaigns during the venue, and to sponsorship deals in general. Moreover, research should be devoted to finding strategies that lead to a reduction of fan resistance to sponsorship actions.
Practical implications - Results show that sponsorship fit reduces fan resistance. Existing literature suggests that sponsorship fit can be improved by emphasis or creation of fit between sponsor and sponsee. Additionally, sponsors should try to build a bridge between sponsor and fans in order to gain acceptance of the in-group by raising awareness on the benefits that the sponsee receives from their partnership. Moreover, sponsors should actively strive to understand negative reactions of the fans and adapt their communication strategy in order to avoid resistance, e.g. due to fans� feelings of overt commercialism.
Originality/value - Although naming-right sponsorships are generally considered a powerful instrument for companies to gain high profile and market share, they seem not to be entirely free of risk. This article contributes to the literature by conceptualizing the phenomenon of fan resistance and assessing the determinants that contribute to fan resistance when naming rights are sold. Our findings extend the understanding of negative sponsorship effects in addition to the mechanisms and theoretical frameworks that are documented in the literature (e.g., Cornwell, Weeks, and Roy 2005).
