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Involvement and loyalty of runners in sponsorship effectiveness: the case of athletics races.

2021Artigo científico Acesso aberto
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datacite.subject.fosCiências Sociais::Ciências da Educação
datacite.subject.sdg04:Educação de Qualidade
dc.contributor.authorSilva, A.
dc.date.accessioned2026-02-19T16:35:05Z
dc.date.available2026-02-19T16:35:05Z
dc.date.issued2021
dc.description.abstractRunning is a popular and convenient leisure activity. The most popular distance is the 5 km that amassed 8.9 million registrations in 2018. Investments by companies in sponsorship around the world exceeded US$ 65 billion in the same year. Increasing brand awareness is one of the main goals for companies to get involved in sponsorships. Most of the research to date into sponsorship has not been done from the perspective of participation-based sports. Some results obtained are contradictory and the relationship between the sponsor's brand recognition rate and the distance of the race (half-marathon, 10 km or 5 km) has not been evaluated, nor the relationship with running involvement or loyalty to running. This research aims to show the effects of race distance, running involvement and loyalty to running on sponsor brand recognition rates in runners of athletics races. A sample of 736 runners from one of Portugal's most popular athletics races completed a questionnaire. A Chi-square Test and T-Test were carried out to evaluate the differences between the groups of runners. The group of runners who completed the 5 km race showed better results in the sponsors’ brand recognition rate. The runners with a low level of running involvement showed superior results, but no significant differences were found between groups with different levels of loyalty to running. The sponsorship of mass participation-based athletics races is an impressive tool to raise sponsors’ brand awareness.pt_PT
dc.description.sponsorshipFunding information: Portuguese Foundation for Science and Technology, I.P., Grant/Award Number UIDP/04748/2020.
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSilva, A. (2021). Involvement and loyalty of runners in sponsorship effectiveness - The case of athletics races. Cuadernos de Psicología del Deporte, 21(3), 192-212. https://doi.org/10.6018/cpd.463121pt_PT
dc.identifier.doihttps://doi.org/10.6018/cpd.463121pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.15/6008
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.relationLife Quality Research Centre
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectAthletics races
dc.subjectinvolvement
dc.subjectloyalty
dc.subjectsponsorship
dc.subjectsports events
dc.subjectCarreras de atletismo
dc.subjecteventos desportivos
dc.subjectCorridas de atletismo
dc.subjectenvolvimento
dc.subjectlealdade
dc.titleInvolvement and loyalty of runners in sponsorship effectiveness: the case of athletics races.eng
dc.title.alternativeImplicación y lealtad de los corredores en la efectividad del patrocinio: el caso de las carreras de atletismospa
dc.title.alternativeEnvolvimento e lealdade dos corredores na eficácia do patrocínio: o caso das corridas de atletismopor
dc.typejournal article
dspace.entity.typePublication
oaire.awardNumberUIDP/04748/2020
oaire.awardTitleLife Quality Research Centre
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDP%2F04748%2F2020/PT
oaire.fundingStream6817 - DCRRNI ID
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameSilva
person.givenNameAlfredo
person.identifier.ciencia-id4C10-5C7C-C3F3
person.identifier.orcid0000-0001-7703-0513
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication63650d76-52c9-4069-9afd-e7ef1681b4da
relation.isAuthorOfPublication.latestForDiscovery63650d76-52c9-4069-9afd-e7ef1681b4da
relation.isProjectOfPublication72bc5b2a-0f53-40ac-b7eb-08fd5d7bffe0
relation.isProjectOfPublication.latestForDiscovery72bc5b2a-0f53-40ac-b7eb-08fd5d7bffe0

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