Sports Sponsorship and Brand Personality - The Ryder Cup Team and IBM

This is the authors' abstract. We don't add key points for this paper.

This study has sought to examine the issue of 'brand image' and its potential impact on sports sponsorship. In particular, brand personality of a sports event and sponsor are considered in relation to sponsor-event fit and image transfer. The study proposes that if there are strong links in terms of brand personality between the Ryder Cup and IBM brands, then the stronger will be the shared 'brand image' and impact of the sponsorship relationship in the minds of consumers. For the purposes of this study it is assumed the sports event of The Ryder Cup is perceived as a 'brand' in its own right.