Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

Purpose This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising conventional sponsorship. Design/methodology/approach An experiment 809 subjects is conducted by analyzing 20 one-minute clip stimuli from a Premier League soccer game divided into four formats: two formats VAR sponsorship, advertising, Findings The results show that indicators recall, credibility, perceived congruence improve when format used. Originality/value first manuscript to examine effectiveness new type sponsorship: provides metrics will guide practitioners whether use this