Purpose – The aim of this study is to evaluate children’s perceptions and attitudes toward
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, aged between 7 and 16 were
recruited for the study. Utilising 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.
Original languageEnglish
JournalYoung Consumers
Publication statusAccepted/In press - 27 Sep 2020

    Research areas

  • children and brands, brand management, sponsorship, brand relationships, even diaries

ID: 4222520