2014 年 24 巻 2 号 p. 2_155-2_168
The TORAY PAN PACIFIC TENNIS (TORAY PPO Tennis) is a very historic sporting event which debuted as the first Women’ s Tennis Association (WTA) tournament in Asia in 1984. TORAY Industries Inc. (TORAY) has been the title sponsor since the first tournament was held. The author, being the producer of the event for many years, wanted to clarify whether the event had contributed any additional value to TORAY through these years of sponsorship. We decided to examine the concept of “sponsor fit” ; the degree of coincidence between the image of the title sponsor and the sporting event. The purpose of this study was to analyze the effect of sponsor fit on the perception of sponsor’ s CSR and attitude toward the sponsor. The data was collected from 542 spectators at the TORAY PPO Tennis 2010 in Tokyo. The result of the study indicated that sponsor fit has strong impact on the perception of sponsor’ s CSR. Also, the perception of sponsor’ s CSR has strong impact on attitude toward the sponsor. The findings revealed that there was no direct impact on attitude toward the sponsor. However, the perception of sponsor’ s CSR plays an important role as a mediator, and the sponsor fit has indirect impact on attitude toward the sponsor. Therefore, if the company expects a positive effect when sponsoring a sporting event, it is necessary to consider how well the company image and the image of the sporting event fit. The more effort the company makes to improve sponsor fit for the long term, the more consumer perception of sponsor’ s CSR will increase among the spectators, and the more attitude toward the sponsor will become positive.