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Managing Sport Sponsorship Programs: Lessons from a Critical Assessment of English Soccer

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  • CHADWICK, SIMON
  • THWAITES, DES
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    Abstract

    Following recent increases in the financial value of sport sponsorship programs, some commentators believe this has been accompanied by the development of sponsorship management practices. Despite this, there are still widespread concerns about some of these practices. This study therefore sets out to examine and comment upon the practice of sponsorship management from an English perspective, specifically in soccer. This is an area of sponsorship that has previously been examined and is a sport in which there have been significant commercial developments in recent years. Using face-to-face interviews and questionnaires, 43 corporations provided information about their sponsorship programs. While there is some evidence of good practice, a continuing failure to effectively manage sport sponsorship programs is clear. The study thus concludes by making recommendations about the future development of sport sponsorship management.The authors would like to acknowledge the contribution made by Victoria Wynn during the formative stages of the study.

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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 45 (2005)
    Issue (Month): 03 (September)
    Pages: 328-338

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    Handle: RePEc:cup:jadres:v:45:y:2005:i:03:p:328-338_05

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    Cited by:
    1. Bonaglia, Federico & Goldstein, Andrea & Mathews, John A., 2007. "Accelerated internationalization by emerging markets' multinationals: The case of the white goods sector," Journal of World Business, Elsevier, vol. 42(4), pages 369-383, December.
    2. Federico BONAGLIA & Andrea GOLDSTEIN & John MATHEWS, 2006. "Accelerated Internationalisation by Emerging Multinationals: the Case of White Goods Sector," Working Papers 270, Universita' Politecnica delle Marche (I), Dipartimento di Scienze Economiche e Sociali.

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