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Up to now, no research has investigated the leveraging effects of sponsoring in other marketing activities as far as behaviors are concerned, despite a strong call in the sponsorship literature and the fact that behavior is a crucial variable for managers. A state of the art review highlights this important knowledge gap. To reduce this gap an experimental design, in a natural setting, was implemented. More clearly stated, a promotional mailing, bringing up (or not) a sponsor's status of a stores chain, was sent to 1,270 supporters as well as 1,270 non supporters of the sponsored team. Their actual behaviors, e.g. visits of the sponsor's stores and purchases, were tracked during 3 weeks in 28 outlets. Results clearly show that this leveraging activity, i.e. mentioning the sponsor's status on the promotional mailing, impacts patronizing behaviors of the sponsor's stores and purchases for the supporters but not for the non-supporters, stressing thus the key role of consumers’ attachment with the sponsored entity.
À ce jour aucune étude n’a montré l’effet de levier du parrainage dans d’autres actions de communication marketing en termes de comportement. Pour combler cette carence, un publipostage promotionnel mettant en avant (ou non) le statut de parrain d’une enseigne de magasins a été envoyé, d’une part à 1 270 supporters, et d’autre part à 1 270 non-supporters, de l’équipe parrainée. Leurs comportements de visite et d’achat dans 28 magasins du parrain ont ensuite été suivis pendant trois semaines. Les résultats montrent que la mise en avant du parrainage influence les comportements des supporters de l’équipe, mais pas ceux des non-supporters, soulignant l’importance de l’attachement à l’entité parrainée.
