Sport event sponsorship management from the sponsee's perspective

Morgan, A; Taylor, T; Adair, D

Sport event sponsorship management from the sponsee's perspective

Morgan, A

Taylor, T Adair, D

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Publisher:: ELSEVIER SCI LTD
Publication Type:: Journal Article
Citation:: Sport Management Review, 2020, 23, (5), pp. 838-851
Issue Date:: 2020-11-01

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Field	Value	Language
dc.contributor.author	Morgan, A https://orcid.org/0000-0002-6351-1313
dc.contributor.author	Taylor, T
dc.contributor.author	Adair, D https://orcid.org/0000-0001-7998-3414
dc.date.accessioned	2021-04-08T04:39:13Z
dc.date.available	2021-04-08T04:39:13Z
dc.date.issued	2020-11-01
dc.identifier.citation	Sport Management Review, 2020, 23, (5), pp. 838-851
dc.identifier.issn	1441-3523
dc.identifier.issn	1441-3523
dc.identifier.uri	http://hdl.handle.net/10453/147892
dc.description.abstract	Sponsorship plays a critical role in the delivery of major sport events. To date, the majority of sponsorship research has focused on the sponsors’ perspective or consumer responses. Drawing upon brand alliance literature and relationship marketing theory, this paper discusses learnings from the management of sponsor-sponsee relationships at a major sport event. We provide insights from the sponsee (i.e., the event) perspective: this is intended to further our understanding of relationship management in the context of event sponsorship, as well as providing practical information for both event industry and sport industry practitioners. This case study produced three main findings in terms of relational effectiveness: clear and compatible strategy, development of positive inter-organisational culture and inter-personal relationships, and stability. Each of these attributes are key to successful and effective sponsorship management.
dc.language	English
dc.publisher	ELSEVIER SCI LTD
dc.relation.ispartof	Sport Management Review
dc.relation.isbasedon	10.1016/j.smr.2020.04.006
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1503 Business and Management, 1504 Commercial Services, 1505 Marketing
dc.subject.classification	Sport, Leisure & Tourism
dc.title	Sport event sponsorship management from the sponsee's perspective
dc.type	Journal Article
utslib.citation.volume	23
utslib.for	1503 Business and Management
utslib.for	1504 Commercial Services
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Management Discipline
pubs.organisational-group	/University of Technology Sydney/e-Press
utslib.copyright.status	closed_access	*
pubs.consider-herdc	false
dc.date.updated	2021-04-08T04:39:11Z
pubs.issue	5
pubs.publication-status	Published
pubs.volume	23
utslib.citation.issue	5

Abstract:

Sponsorship plays a critical role in the delivery of major sport events. To date, the majority of sponsorship research has focused on the sponsors’ perspective or consumer responses. Drawing upon brand alliance literature and relationship marketing theory, this paper discusses learnings from the management of sponsor-sponsee relationships at a major sport event. We provide insights from the sponsee (i.e., the event) perspective: this is intended to further our understanding of relationship management in the context of event sponsorship, as well as providing practical information for both event industry and sport industry practitioners. This case study produced three main findings in terms of relational effectiveness: clear and compatible strategy, development of positive inter-organisational culture and inter-personal relationships, and stability. Each of these attributes are key to successful and effective sponsorship management.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/147892