Rodrigues, Luis Manuel da SilvaScheid, Marc André2020-11-132021-01-012020-01-142020-01http://hdl.handle.net/10362/107074Sports sponsoringdemonstrably evolved into a crucial marketing tool used by many companies, yet, in times of increased pressure to demonstrate revenues and marketing ROI,little is known about whether a sponsorship engagement is influencing the purchase behavior of consumerstowards articlesof thesponsor.Consequently, a quantitative online study relating to the long-term partnership between the football club SL Benfica and the sporting goods manufacturer adidashas been conductedtoshowcasethe impactof sports sponsoringwith the objective to inferwhether sponsorship can be considered as a sales driver.Results demonstrated that sponsoring provokes enhanced buying behavior offans of a sponsored entitytowards products of the sponsorand proved that this is strongly influencedby the brand attitudeheld by consumers.The insights of this project thus allow sponsorship managers and marketers to better manage and assess sponsorship agreements.engSports sponsoringLicensingPurchase intentionsPartnership betweenadidas and SL Benficamaster thesis202496120