PT - JOURNAL ARTICLE AU - ANGELINE CLOSE SCHEINBAUM AU - ANJALA S. KRISHEN AU - RUSSELL LACEY TI - The Role of Faraway Fans In Sporting Event Sponsorship AID - 10.2501/JAR-2022-001 DP - 2022 Jan 13 TA - Journal of Advertising Research PG - 2022-001 4099 - http://www.journalofadvertisingresearch.com/content/early/2022/01/10/JAR-2022-001.short 4100 - http://www.journalofadvertisingresearch.com/content/early/2022/01/10/JAR-2022-001.full AB - Consumers routinely experience sponsored events near and far, and whether the attendee is a local or not may affect the event sponsorship’s impact. With data from a professional cycling event (n=2,394), results show that attendees traveling from farther distances tend to be more knowledgeable about the sport than local attendees. This contributes to higher levels of fan identification among fans from far away, which, in turn, strengthens their fan attachment to the sporting event in comparison with that of local fans. Highly identified fans tend to be more attached to a sporting event, thereby increasing their desire to support sponsoring brands through sponsor patronage intent.