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A Framework for the Analysis of Strategic Approaches Employed by Non-profit Sport Organisations in Seeking Corporate Sponsorship

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  • Berrett, Tim
  • Slack, Trevor

Abstract

Despite a continually growing body of literature that investigates the nature of corporate sponsorship of sport from the perspective of the donor, it is suggested that very little is known about how sport organisations are positioning themselves in their efforts to attract sponsors. Additionally, we argue that there has been limited effort in relating the sponsorship endeavours of sport organisations to the broader strategic management literature. This paper develops a framework that highlights the primary factors that underpin the ability of non-profit sport organisations to generate funding from the corporate sector. The analysis is based on data obtained from semi-structured interviews with marketing personnel in thirty-four Canadian national sport organisations (NSOs). Analysis of the data reveals two key environmental factors that appear to contribute to the ability of NSOs to raise sponsorship funds: media exposure and participation rates. The framework classifies sport organisations as belonging to one of five categorisations, based on their relative levels of these two factors. The discussion of the results provides an assessment of the ability of NSOs to influence these primary sponsorship success determinants. We suggest ways in which the framework developed here could be used in the future to further our understanding of the strategic nature of sponsorship acquisition.

Suggested Citation

  • Berrett, Tim & Slack, Trevor, 2001. "A Framework for the Analysis of Strategic Approaches Employed by Non-profit Sport Organisations in Seeking Corporate Sponsorship," Sport Management Review, Elsevier, vol. 4(1), pages 21-45, May.
  • Handle: RePEc:eee:spomar:v:4:y:2001:i:1:p:21-45
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    References listed on IDEAS

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    1. Danny Miller, 1987. "The structural and environmental correlates of business strategy," Strategic Management Journal, Wiley Blackwell, vol. 8(1), pages 55-76, January.
    2. John R. Montanari & Jeffrey S. Bracker, 1986. "The strategic management process at the public planning unit level," Strategic Management Journal, Wiley Blackwell, vol. 7(3), pages 251-265, May.
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    Cited by:

    1. Pamela Wicker & Christoph Breuer, 2011. "Scarcity of resources in German non-profit sport clubs," Sport Management Review, Taylor & Francis Journals, vol. 14(2), pages 188-201, April.
    2. Misener, Katie & Doherty, Alison, 2014. "In support of sport: Examining the relationship between community sport organizations and sponsors," Sport Management Review, Elsevier, vol. 17(4), pages 493-506.
    3. T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.
    4. Juan Carlos Guevara & Emilio Martín & María José Arcas, 2021. "Financial Sustainability and Earnings Management in the Spanish Sports Federations: A Multi-Theoretical Approach," Sustainability, MDPI, vol. 13(4), pages 1-16, February.

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