The Impact of Team Outcomes, Brand Connection, and Game Attendance on the Corporate Image of a Stadium Naming-Rights Sponsor

Abstract

The impact of sport sponsorship on perceptions of the sponsor has become a well-established line of research, but the examination of the special case of stadium naming-rights sponsors has only just begun to gain momentum. The purpose of the current study was to examine the impact of primary tenet success/failure, game attendance, and team connection on the corporate image, reputation, and credibility of the naming-rights sponsor. MetLife Stadium in the New York City metropolitan area was chosen as the unique context for this examination. The results indicated that game attendance had a significant effect on respondents’ image of MetLife. Full results, as well as practical and theoretical implications, are discussed.