RT Journal Article SR Electronic T1 Analyzing Price Premiums In International Sponsorship Exchange JF Journal of Advertising Research JO J Advert Res FD WARC SP 44 OP 57 DO 10.2501/JAR-2020-018 VO 61 IS 1 A1 Jonathan A. Jensen A1 Joe B. Cobbs A1 Benjamin Albano A1 B. David Tyler YR 2021 UL http://www.journalofadvertisingresearch.com/content/61/1/44.abstract AB With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny. Research overwhelmingly focuses on returns, however, while neglecting the associated investment. This study contributes to the literature on sponsorship costs by analyzing multiple years of prices paid for sponsorships of Formula One racing teams. Contrary to past research, when sponsor industry and sponsorship level were controlled for, prices were not influenced significantly by congruence, clutter, sponsoring company size, or performance of the sponsored organization. Results indicate that the sponsoring company’s brand equity and shared nationality with the sponsored team predicted price premiums, suggesting agency conflicts among advertisers.