@misc{10481/77170,
year = {2022},
month = {9},
url = {https://hdl.handle.net/10481/77170},
abstract = {Purpose – This study explores the effect of video assistant referee (VAR) sponsorship on spectator response
and compares it with advertising and conventional sponsorship.
Design/methodology/approach – An experiment with 809 subjects is conducted by analyzing 20 oneminute
video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR
sponsorship, advertising, and conventional sponsorship.
Findings – The results show that the indicators of recall, credibility, and perceived congruence improve when
the VAR sponsorship format is used.
Originality/value – This is the firstmanuscript to examine the effectiveness of a newtype of sponsorship:VAR
sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of
sponsorship.},
publisher = {Emerald},
keywords = {Video assistant referee},
keywords = {Sponsorship},
keywords = {Congruence},
keywords = {Sports advertising},
keywords = {Recall},
keywords = {Sport management},
title = {Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study},
doi = {10.1108/IJSMS-05-2022-0107},
author = {Alonso Dos Santos, Manuel},
}