The sponsor-event geographical match as a dimension of event-sponsor fit: An investigation in Europe and North America

•We conceptualize a new and relevant dimension of event-sponsor fit: sponsor-event geographical (SEG) match.•We show that SEG match improves sponsor attitude above and beyond the known dimensions of event-sponsor fit.•Event-sponsor fit mediates the impact of SEG match on sponsor attitude.•The model is tested across two countries located on two different continents.

The study presented in this article investigates a new basis for the fit construct in sponsorship, namely the sponsor-event geographical (SEG) match. In light of the fast growing internationalization of events and of the increased globalization of sponsoring brands, many event-sponsor relationships are bound to lack fit regarding a SEG match (e.g., a brand strongly associated with the European culture sponsoring an event in Australia). First, the conceptual distinction between the known bases of the fit construct and the SEG match is developed. This is followed by an experiment carried out in two different countries. Results indicate that event-sponsor relationships with a strong SEG match yield more favorable responses than non-SEG match relationships. In addition, when the SEG match is strong, event-sponsor fit is critical for sponsorship success due to its intervening role in the attitude formation process. Managerial recommendations and further research avenues are also discussed.