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Beyond Sponsorship: Re-Framing Corporate-Sport Relationships

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  • Cousens, Laura
  • Babiak, Kathy
  • Bradish, Cheri L.

Abstract

The purpose of this paper is to draw from broader management and marketing literature to provide a framework for assessing interorganisational relationships between sport organisations and corporate sponsors. This proposed framework seeks to extend current perceptions of the reasons and objectives for linkages between corporate sponsors and sport properties. Relationship marketing is an integral element of this framework, given its importance to the internal readiness of firms to enter into and manage long-term relationships, and to assist potential partners as they seek to find the best fit to meet their immediate and strategic objectives through interorganisational linkages. The intended contribution of this paper lies in its identification of three broad elements for consideration by sport organisations and potential or existing corporate sponsors. These elements include: context (external, internal), mutually derived benefits, and varying strengths of relationships. The theoretical underpinnings for each of the three elements, and the justification for their inclusion in this framework are discussed.

Suggested Citation

  • Cousens, Laura & Babiak, Kathy & Bradish, Cheri L., 2006. "Beyond Sponsorship: Re-Framing Corporate-Sport Relationships," Sport Management Review, Elsevier, vol. 9(1), pages 1-23, May.
    • Handle: RePEc:eee:spomar:v:9:y:2006:i:1:p:1-23
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    References listed on IDEAS

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    Cited by:

    1. Doyle, Jason P. & Pentecost, Robin D. & Funk, Daniel C., 2014. "The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity," Sport Management Review, Elsevier, vol. 17(3), pages 310-323.
    2. 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.
    3. Rituparna Basu & Neena Sondhi, 2015. "An Empirical Analysis of Purchase Behaviour for Football Ancillaries: An Emerging Market Perspective," Global Business Review, International Management Institute, vol. 16(5), pages 879-890, October.
    4. Joe, Cobbs, 2011. "Legal battles for sponsorship exclusivity: The cases of the World Cup and NASCAR," Sport Management Review, Elsevier, vol. 14(3), pages 287-296, August.
    5. Sebastian Mãdãlin MUNTEANU, 2015. "Corporate Support for Sport and Organisational Performance. Case Study for Companies in Romania," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 16(1), pages 101-111, March.
    6. Marcos Abilio Bosquetti & Gabriela Gonçalves Silveira Fiates & Jess Ponting, 2017. "Strategic Management at Mormaii - the Brazilian Surf Industry Leader," Brazilian Business Review, Fucape Business School, vol. 14(Special I), pages 110-129, January.
    7. 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.
    8. Gerke, Anna & Babiak, Kathy & Dickson, Geoff & Desbordes, Michel, 2018. "Developmental processes and motivations for linkages in cross-sectoral sport clusters," Sport Management Review, Elsevier, vol. 21(2), pages 133-146.
    9. Anna Gerke, 2015. "Interorganizational linkages in sport industry clusters - types, development, and motives," Post-Print hal-01167403, HAL.
    10. Konstantinios Koronios & Marina Psiloutsikou & Athanasios Kriemadis & Petros Kolovos, 2016. "The effect of perceived motivation of sports sponsorship: Evidence from basketball fans," International Journal of Business and Economic Sciences Applied Research (IJBESAR), Democritus University of Thrace (DUTH), Kavala Campus, Greece, vol. 9(2), pages 33-45, June.
    11. BALLIAUW, Matteo & VERLINDEN, Thomas & DE CROOCQ, Lisa & FOBE, Aline & VAN DEN SPIEGEL, Tomas, 2018. "A managerial approach to corporate sports hospitality: The case of Belgian football," Working Papers 2018008, University of Antwerp, Faculty of Business and Economics.
    12. Stieler, Maximilian & Germelmann, Claas Christian & Walliser, Björn, 2019. "Rationality and Emotionality of Sponsorship Negotiations - Managerial Approaches to Sponsorship Decision-Making," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(6), pages 44-51.

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