IDEAS home Printed from https://ideas.repec.org/a/eee/spomar/v9y2006i1p1-23.html
   My bibliography  Save this article

Beyond Sponsorship: Re-Framing Corporate-Sport Relationships

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441352306700171
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Andrew C. Inkpen & Steven C. Currall, 2004. "The Coevolution of Trust, Control, and Learning in Joint Ventures," Organization Science, INFORMS, vol. 15(5), pages 586-599, October.
    2. Todeva, Emanuela, 2007. "Strategic Alliances," MPRA Paper 52845, University Library of Munich, Germany.
    3. Andrew M. Pettigrew, 1987. "Context And Action In The Transformation Of The Firm," Journal of Management Studies, Wiley Blackwell, vol. 24(6), pages 649-670, November.
    4. Kathleen M. Eisenhardt & Claudia Bird Schoonhoven, 1996. "Resource-based View of Strategic Alliance Formation: Strategic and Social Effects in Entrepreneurial Firms," Organization Science, INFORMS, vol. 7(2), pages 136-150, April.
    5. 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.
    6. Michael P. Sam & Richard Batty & Rebecca G.K. Dean, 2005. "A Transaction Cost Approach to Sport Sponsorship," Sport Management Review, Taylor & Francis Journals, vol. 8(1), pages 1-17, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    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), International Hellenic University (IHU), Kavala Campus, Greece (formerly Eastern Macedonia and Thrace Institute of Technology - EMaTTech), 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    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.
    2. Ali Shamsollahi & Danielle A. Chmielewski-Raimondo & Simon J. Bell & Reza Kachouie, 2021. "Buyer–supplier relationship dynamics: a systematic review," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 418-436, March.
    3. Meiklejohn, Trevor & Dickson, Geoff & Ferkins, Lesley, 2016. "The formation of interorganisational cliques in New Zealand rugby," Sport Management Review, Elsevier, vol. 19(3), pages 266-278.
    4. Batty, Rachel J. & Gee, Sarah, 2019. "Fast food, fizz, and funding: Balancing the scales of regional sport organisation sponsorship," Sport Management Review, Elsevier, vol. 22(1), pages 167-179.
    5. Jackson, Steven J. & Sam, Michael P., 2007. ""Yes, Prime Minister" and the Dilemmas of Sport Policy," Sport Management Review, Elsevier, vol. 10(3), pages 307-323, November.
    6. Oliver Schilke & Bernd W. Wirtz, 2008. "Allianzfähigkeit — Eine Analyse zur Operationalisierung und Erfolgswirkung im Kontext von F&E-Allianzen," Schmalenbach Journal of Business Research, Springer, vol. 60(5), pages 479-516, August.
    7. Maw-Shin Hsu & Feng-Jyh Lin, 2014. "The Impact of Motivational Factors of Participation in R&D Consortia on Firm Performance," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 10(2), pages 129-156, July.
    8. Markus Solf, 2004. "Unternehmenskooperationen als Folge von Informations- und Kommunikations-technologieveränderungen: Eine theoretische Analyse," Schmalenbach Journal of Business Research, Springer, vol. 56(2), pages 146-167, March.
    9. Li, Dan, 2013. "Multilateral R&D alliances by new ventures," Journal of Business Venturing, Elsevier, vol. 28(2), pages 241-260.
    10. Lori Rosenkopf & Paul Almeida, 2003. "Overcoming Local Search Through Alliances and Mobility," Management Science, INFORMS, vol. 49(6), pages 751-766, June.
    11. Anjana Susarla & Anitesh Barua, 2011. "Contracting Efficiency and New Firm Survival in Markets Enabled by Information Technology," Information Systems Research, INFORMS, vol. 22(2), pages 306-324, June.
    12. Vanhaverbeke, Wim & Li, Ying & Van de Vrande, Vareska, 2009. "The dual role of external corporate venturing in technological exploration," MPRA Paper 26488, University Library of Munich, Germany, revised 2010.
    13. Pursey Heugens & Stelios Zyglidopoulos, 2008. "From social ties to embedded competencies: the case of business groups," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 12(4), pages 325-341, November.
    14. Saebi, Tina & Dong, Qinqin, 2008. "Strategic motivations for Sino-Western alliances: a comparativeanalysis of Chinese and Western alliance formation drivers," MERIT Working Papers 2008-030, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    15. Martinez, Stephen W. & Hanagriff, Roger D. & Smith, Kevin E., 2006. "Strategic Alliances in U.S. Branded Beef Programs," 2006 Annual Meeting, February 5-8, 2006, Orlando, Florida 35399, Southern Agricultural Economics Association.
    16. Cantner, Uwe & Graf, Holger, 2006. "The network of innovators in Jena: An application of social network analysis," Research Policy, Elsevier, vol. 35(4), pages 463-480, May.
    17. Stienstra, Miranda, 2020. "The determinants and performance implications of alliance partner acquisition," Other publications TiSEM 7fdee0c2-d4d2-4f5b-95e3-2, Tilburg University, School of Economics and Management.
    18. Peterson K. Ozili, 2020. "Does competence of central bank governors influence financial stability?," Future Business Journal, Springer, vol. 6(1), pages 1-20, December.
    19. Mireia Fernández-Ardevol & Josep Lladós Masllorens, 2011. "Determinants of Science-Based Cooperation: Evidence in a Sample of Small and Micro Firms," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 9(4 (Winter), pages 319-333.
    20. Rahul Basole & Jürgen Karla, 2011. "On the Evolution of Mobile Platform Ecosystem Structure and Strategy," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 3(5), pages 313-322, October.

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

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description .

    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.