The Role of Art in Persuasiveness of Sport Sponsorship

Abstract

In this chapter, authors from two disciplines—sport management and art education—explore three art-related identities in the context of sport sponsorship and explain how these art-related roles might influence the persuasiveness of sport sponsorship by affecting a sport fan's aesthetic assessment. Specifically, a sport fan could have multiple identities that are related to art, such as an art critic, an artist, and an art-event attender, and he/she might have a higher standard of aesthetics when processing persuasion messages built in sport sponsorships. By introducing the concept of art and aesthetics into the discussion of sport sponsorship effectiveness in the persuasion process, scholars and practitioners can learn from the role of art in fandom and apply this information to the context of sponsorship research and practice by highlighting its ever-growing importance in affecting the persuasiveness of sponsorship communicating in today's media. The challenges of methodology and possible research suggestions are discussed in the conclusion.