Title

Sport event sponsorship management from the sponsee’s perspective

Document Type

Journal Article

Publication Title

Sport Management Review

Publisher

Elsevier

School

School of Business and Law

RAS ID

31627

Comments

Morgan, A., Taylor, T., & Adair, D. (2020). Sport event sponsorship management from the sponsee’s perspective. Sport Management Review. Advanced online publication. https://doi.org/10.1016/j.smr.2020.04.006

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.

DOI

10.1016/j.smr.2020.04.006

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