Sport event sponsorship management from the sponsee’s perspective
Introduction
This paper examines the management of sponsorship relationships from the perspective of the sponsee. In a competitive sport and event landscape it can be difficult to attract and retain sponsors. The purpose of this study was to explore how an event with a history of long-term sponsorship partnerships effectively manages these relationships. As noted by Toscani and Prendergast (2018), the sponsee (i.e. the sponsored property) has received much less scholarly attention when compared to the large body of research on sponsors, despite the dyadic relationship of sponsor-sponsee stakeholders. In approaching this from the perspective of the sponsee, the current paper interrogates and categorises organisational complexities, processes and influences in managing multiple sponsors of a major sport event.
Sponsorship revenue has become crucial for the financing and delivery of major and mega-events (Jensen & Cornwell, 2017). As well as economic benefit, event sponsorship can bring lucrative value-in-kind investment and co-marketing opportunities. As has been well documented, there are various benefits for sponsors, including: direct communication and authentic engagement with various stakeholders (Cornwell, 2019); potential to differentiate one’s brand in the marketplace (Cornwell, Roy, & Steinard, 2001); the enhancement of corporate image and identity (Cornwell, 2019); the augmentation of brand image and awareness (Cunningham, Cornwell, & Coote, 2009); all of which, in turn, increase brand loyalty (Tsordia, Papadimitriou, & Parganas, 2018). As such, the sponsorship of events has become a multi-faceted brand and marketing strategy of choice for firms worldwide.
A significant body of research has examined the objectives of firms involved in sport sponsorship and the reasons for sponsorship termination (e.g. Apostolopoulou & Papadimitriou, 2004; Farrelly, 2010; Smolianov & Aiyeku, 2009). Numerous studies have also focused on the impact of sponsorship on consumer responses and attitudes (e.g. Cheong, Pyun, & Leng, 2019; Ko, Chang, Park, & Herbst, 2017; Tsordia et al., 2018). For a detailed overview see Kim, Lee, Magnusen, and Kim (2015) meta-analytic review of audience responses to sponsorship. While the sponsor and consumer have been the focus of much attention, there has been a dearth of research into the management of sponsorship from the sponsee’s perspective, whether that be an event, league, team, or individual athlete. Cobbs (2011, p. 590) highlighted the lack of attention given to the sponsored property, remarking that ‘Scholars have also been slow to reach across the sponsorship dyad to investigate relationship strategy from the perspective of the sponsored enterprise’. Furthermore, Demir and Söderman (2015, p. 272) opined that ‘while previous studies have convincingly made the case for sponsorship as a resource and capability, the domain of sport sponsorship is still in its infancy with respect to conceptual rigor and empirical variety’.
One particular area demanding further exploration is inter-organisational relationship management. That is, the relationship between the sponsor firm and the sport or event organisation. Despite the increased discourse and anecdotal assumptions about business-to-business coordination and relationship management in sponsorship contexts, there is still a significant shortfall by way of empirical investigation into relationship dynamics between sponsor and sponsee. Jensen and Cornwell (2017, p. 401) stipulate that ‘Despite sponsorship’s effectiveness as an international marketing communications platform for global brands and its importance to sponsored organizations, the dynamics of sponsor-property relationships have been afforded scant attention.’ As van Rijn, Kristal, and Henseler (2019, p. 225) recently state, ‘It is necessary to understand the drivers of sponsor-sponsee relationships, and in particular, insights are needed into potential disruptors of these relations.’ We note that specifically the sponsee’s view, in terms of relationship management, requires attention. To address this, we draw on relationship marketing theory to understand how sponsorship alliances are managed by a sponsee (in a sponsored event).
The following section provides an overview of sport sponsorship research, alliance literature and relationship marketing theory. The methodology underpinning this empirical study is then outlined. The findings from the investigation are then discussed, along with their relationship to previous research. Subsequently, limitations of the study are presented, future research avenues suggested, and conclusions drawn.
Section snippets
Literature review
Event sponsorship ventures occur worldwide as organisations seek brand-related value through association. The majority of research in sport and event sponsorship has focused on the sponsor’s perspective (Toscani & Prendergast, 2018). Much attention has been given to the objectives and benefits derived by the sponsor firm (e.g. Berkes, Nyerges, & Vaczi, 2009; Plewa, Carrillat, Mazodier, & Quester, 2016; Tsordia et al., 2018). For example, Söderman and Dolles (2010) explored the advertising
Methodology
A social constructivist research philosophy was adopted, the underlying assumption being that observable phenomena and their associated reality involve an interpretivist, as opposed to a positivist, analytical framework (Bryman, 2012). Given the inductive and exploratory nature of the research, a qualitative methodology was deployed to elicit the thoughts, feelings and behaviours of those responsible for managing event sponsorship relationships. As noted by Marshall and Rossman (2011), the
Findings & discussion
The focus of this study was on the sponsee perspective of sponsorship management considerations and factors influencing such relationships. The key findings of the case study are presented under three major themes: strategy, culture, and stability. These areas emerged from the data as the main influences on sponsorship relationship management. These themes, associated sub-themes and example data quotes are outlined in Table 1.
Implications
The goal of this paper was to investigate sponsorship management considerations from the perspective of the sponsee. While extant literature has focused on sponsors’ and consumers’ perspectives, little attention has been given to the role and concerns of the sponsored event/organisation. In pursuing this line of inquiry we build on the recent work of Toscani and Prendergast (2018) and Dickenson and Souchon (2019), which also highlight the need for further study of the sponsee.
This exploratory
Conclusion
Overall, the current literature on relationship management in sponsorship is heavily weighted with theoretical and anecdotal underpinnings; further empirical research is therefore needed in order to provide research that has demonstrated industry relevance. As such, a fundamental intent of this paper is to provide qualitative insight into event sponsorship from a different perspective – that of the sponsee.
Sponsorship plays an important role in event delivery, specifically in regard to
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