Exploring children’s reactions to sponsorship transition: a study of interpersonal and pro-social demands

Purpose: The purpose of this study is to evaluate children’s perceptions and attitudes towards sponsorship transition, specifically the change from Nike to PUMA as kit sponsors for Manchester City Football Club (MCFC) in July 2019. Design/methodology/approach: A sample of 368 children, between 7 and 16 years of age were recruited for the study. Using electronic diaries, 1,577 diary entries were captured between February 2019 and March 2020. Findings: Data reveals that children conceptualise sponsorship as a social exchange, with sponsoring brands seen as human entities and interaction with them reflecting the dynamism of social and familial relationships. Consequently, children in this study demanded prosocial and interpersonal behaviours from sponsors and sponsee during the transition period. Research limitations/implications: The research has an immediate and direct application for brand managers and the sponsee when considering terminating long-term sponsorship. Both the departing and incoming sponsors can maximise their relationships with these younger fans through an orchestrated departure, arrival and dedicated handover. Practical implications: The findings enable marketing brand managers to effectively evaluate sponsor transition to maximise opportunities to maintain, and indeed start, brand relationships with younger fans. Originality/value: This is the first study that has examined sponsorship children’s responses to sponsorship transition.