IDEAS home Printed from https://ideas.repec.org/a/wly/sustdv/v32y2024i4p4284-4296.html
   My bibliography  Save this article

Sustainability communications via sponsorship: Potential, characteristics and managerial challenges

Author

Listed:
  • Stefan Walzel
  • Christopher Dick
  • Maximilian Brill
  • Gerhard Nowak

Abstract

Sustainability communications have become a key issue for organisations. While most studies have focused on sustainability reporting and green advertising, other communication tools such as sponsorship are under‐researched. The present study addresses this void by exploring the potential and identifying key characteristics and challenges of sustainable sponsorships, theoretically conceptualised as a social contract between sponsorship contractors and society. As such, it is the first to identify the potential and key characteristics of sponsorship for sustainability communications. The authors took an explorative, qualitative research approach, conducting 13 in‐depth interviews. The interviewees highlighted eight characteristics that determined sustainable sponsorships across all three sustainability dimensions. Sustainability was identified as a key driver in managing sponsorship effectively. In light of the study's findings, it is recommended that sponsors and sponsees should adapt their sponsorship management to incorporate sustainability. Measuring the outcome and success of sustainable sponsorships could be a subject for future research.

Suggested Citation

  • Stefan Walzel & Christopher Dick & Maximilian Brill & Gerhard Nowak, 2024. "Sustainability communications via sponsorship: Potential, characteristics and managerial challenges," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(4), pages 4284-4296, August.
    • Handle: RePEc:wly:sustdv:v:32:y:2024:i:4:p:4284-4296
    DOI: 10.1002/sd.2904
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/sd.2904
    Download Restriction: no
    File URL: https://libkey.io/10.1002/sd.2904?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:sustdv:v:32:y:2024:i:4:p:4284-4296. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-1719 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.