Sport sponsoring in times of ‘polycrisis’. A discourse analysis of three contemporary crises

Florian Koch (), Laurent Gautier (), Matthieu Llorca (), Javier Fernández-Cruz () and Daniel Sebin ()
Additional contact information
Florian Koch: TIL - Centre Interlangues : texte, image, langage [Dijon] - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE]
Laurent Gautier: MSH Dijon (MSHD) - Maison des Sciences de l'Homme de Dijon - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - CNRS - Centre National de la Recherche Scientifique, TIL - Centre Interlangues - Texte, Image, Langage - UB - Université de Bourgogne, ADN - Plateforme ADN (Archives – Documentation – Numérisation) - MSH Dijon (MSHD) - Maison des Sciences de l'Homme de Dijon - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - CNRS - Centre National de la Recherche Scientifique
Matthieu Llorca: LEDi - Laboratoire d'Economie de Dijon - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
Javier Fernández-Cruz: Universidad de Málaga [Málaga] = University of Málaga [Málaga]
Daniel Sebin: TIL - Centre Interlangues : texte, image, langage [Dijon] - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: The World Economic Forum coined the term ‘polycrisis', according to which multiple crises change the ordinary lives of everyone, as they intrude into all areas of daily life. By selecting three contemporary crises, namely COVID-19 pandemic, Ukraine invasion, and FTX collapse, we analyse discourses surrounding sponsorships in times of multiple crisis, based on press articles, tweets etc. and fifteen interviews with amateur football players. Although sponsorship itself is not called into question, our analysis highlights the importance of the nature of the crisis, the reaction of customers / fans and the sponsor's image for a sustainable partnership. Further research projects should focus primarily on country-specific institutional framework, the increased reactions of different fan-types, and the social conflicts that arise in the course of sporting events and their impact on the image of the sponsor.

Keywords: Polycrisis; Sponsor; Stadium; Naming (search for similar items in EconPapers)
Date: 2025-08-11
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Published in Names in Times of Crisis. Age of pandemics, energetic deficiency, and war, Narr, pp.129-143, 2025, 9783381133338

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05215322

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