Value-experience Transfer through Sports Sponsorship: Background and Consequences


  • Cristina Aragonés-Jericó Universidad de Valencia
  • Inés Kúster-Boluda Universidad de Valencia
  • Natalia Vila López Universidad de Valencia


Sponsorship, Perceived Value, Experience, Major Sporting Event


This study proposes a general model for sports sponsorship which takes as its central concept the transfer between event and brand in terms of value and experience, elaborating on antecedent and effects. 364 questionnaires from Valencia GP Formula 1 2012 fans revealed that value is not transferred from event to brand, whereas, the experience is transferred. The observation is also made that the two terms (experience and perceived value) are significantly related. Additionally, the study confirms that are the antecedent variables of the central concept of the model, together with the proposed effects.

Modelo propuesto




How to Cite

Aragonés-Jericó, C. ., Kúster-Boluda, I., & Vila López, N. . (2020). Value-experience Transfer through Sports Sponsorship: Background and Consequences. Revista De Psicología Del Deporte (Journal of Sport Psychology), 29(1), 133–142. Retrieved from