TOC: Intl J Sports Mar Sponsor
Introduction
International Journal of Sports Marketing and Sponsorship, 19(1)
Determinants of viewer attention in concurrent event sponsorship
Felix Boronczyk, Christopher Rumpf, and Christoph Breuer
Assessing the effectiveness of sponsorship messaging
Manuel Alonso Dos Santos and Ferran Calabuig Moreno
The moderating effect of identification on return on investment from sponsor brand integration
Jonathan A. Jensen, Patrick Walsh, and Joe Cobbs
Examining confirmation biases: implications of sponsor congruency
Michael Devlin and Andrew C. Billings
Sponsoring of professional cycling: what does it mean for stock prices?
Morten Halsteinli Drivdal, Helge A. Nordahl, and Håkon Rønes
Official sports sponsorship fortress vs ambush marketing attack
Steffen Schmidt, Matthias Limbach, Sascha Langner, Klaus-Peter Wiedmann, Levke Albertsen, and Philipp Reiter
Trends in sport sponsorship evaluation and measurement: insights from the industry
Jonathan A. Jensen and Darin W. White