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	Sport Sponsorship Effectiveness Analysis	Sport Spectator Identification Scale
Field	Sport Leisure Studies	Sport Leisure Studies
Family	Process / pipeline	Latent structure
Year of origin	2000	1993
Originator	Richard Speed & Peter Thompson; T. Bettina Cornwell & Isabelle Maignan	Daniel L. Wann & Nyla R. Branscombe
Type	Applied measurement pipeline for sponsorship outcomes	Single-factor self-report psychometric scale
Seminal source	Speed, R., & Thompson, P. (2000). Determinants of Sports Sponsorship Response. Journal of the Academy of Marketing Science, 28(2), 226-238.	Wann, D. L., & Branscombe, N. R. (1993). Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology, 24(1), 1-17.
Aliases	Sponsorship Response Analysis, Sponsor-Event Congruence Analysis, Sponsorship Recall and Image Transfer Measurement, Sports Sponsorship Evaluation	SSIS, Sport Spectator Identification, Team Identification Scale
Related	4	3
Summary	Sport sponsorship effectiveness analysis measures whether and how a sponsor's investment in a team, event, or athlete pays off in consumer awareness, attitudes, and behavior. Cornwell and Maignan's 1998 international review organized the field around the measurement of sponsorship effects, distinguishing awareness outcomes such as sponsor recall and recognition from attitudinal outcomes such as image transfer and purchase intention. Speed and Thompson's 2000 study identified the determinants of sponsorship response within a classical-conditioning framework, showing that consumers' attitude toward the event, their perception of how well the sponsor fits the event, the sponsor's perceived sincerity and ubiquity, and their own involvement jointly shape favorable responses. The analysis combines outcome measures (recall, image transfer, favorability) with the key explanatory construct of sponsor-event fit or congruence, allowing sponsors to evaluate and predict the return on a sponsorship rather than assume that exposure alone produces value.	The Sport Spectator Identification Scale (SSIS) is a seven-item self-report measure of how strongly a fan psychologically identifies with a particular sports team. Daniel Wann and Nyla Branscombe introduced it in 1993 in the International Journal of Sport Psychology, grounding it in social identity theory: a fan who identifies with a team incorporates that team into the self, so the team's successes and failures are experienced as the fan's own. The scale asks respondents, with reference to a team they name, how important it is that the team wins, how strongly they see themselves as fans, how closely they follow the team, and related questions, each rated on an eight-point Likert format and summed into a single identification score. Because team identification predicts a wide range of fan behaviors and well-being outcomes, the SSIS became the standard short instrument for measuring it and the workhorse of decades of sport fan research.