Analysis of Sports Sponsorship Effectiveness in Terms of Image Transfer: A Gender Approach with Implications for Public Administration Managem ent

Owing to the saturation of the traditional media, companies look for new communication tools, such as sponsorship. It is widely known that sportsmen, masculine sports teams and competitions get more funds from sponsors than feminine. We observe that these differences between the payments obtained by sportswomen participating in feminine competitions and those obtained by sportsmen competing in masculine events are not justified by a better sports sponsorship effectiveness in terms of image transfer. We used the experimental methodology because of its ability to control for variables which are usually difficult to isolate from other uncontrolled factors. The analysis has been done employing a structural equation model and non-parametric tests.