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Beyond Sponsorship: Re-Framing Corporate-Sport Relationships

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

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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 9 (2006)
    Issue (Month): 1 (May)
    Pages: 1-23

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    Handle: RePEc:eee:spomar:v:9:y:2006:i:1:p:1-23

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    Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description

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    Related research

    Keywords: sponsorship relationship marketing partnerships linkages;

    References

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    1. Sam, Michael P. & Batty, Richard & Dean, Rebecca G.K., 2005. "A Transaction Cost Approach to Sport Sponsorship," Sport Management Review, Elsevier, vol. 8(1), pages 1-17, May.
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    Cited by:
    1. 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.

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