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

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  • CHADWICK, SIMON
  • THWAITES, DES

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.

Suggested Citation

  • Chadwick, Simon & Thwaites, Des, 2005. "Managing Sport Sponsorship Programs: Lessons from a Critical Assessment of English Soccer," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 328-338, September.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:03:p:328-338_05
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    Cited by:

    1. Djaballah, Mathieu & Hautbois, Christopher & Desbordes, Michel, 2017. "Sponsors’ CSR strategies in sport: A sensemaking approach of corporations established in France," Sport Management Review, Elsevier, vol. 20(2), pages 211-225.
    2. Solntsev, Ilya (Солнцев, Илья) & Osokin, Nikita (Осокин, Никита), 2016. "Football sponsorship. Fair value estimation of sponsorship contracts in football [Спонсорство В Футболе. Оценка Справедливой Стоимости Спонсорских Соглашений]," Ekonomicheskaya Politika / Economic Policy, Russian Presidential Academy of National Economy and Public Administration, vol. 3, pages 69-81, June.
    3. Sue Bridgewater, 2014. "Sponsorship and football," Chapters, in: John Goddard & Peter Sloane (ed.), Handbook on the Economics of Professional Football, chapter 8, pages 117-129, Edward Elgar Publishing.
    4. Bonaglia, Federico & Goldstein, Andrea & Mathews, John, 2006. "Accelerated Internationalisation by Emerging Multinationals: the Case of White Goods Sector," MPRA Paper 1485, University Library of Munich, Germany.
    5. Edson Coutinho da Silva & Alexandre Luzzi Las Casas, 2018. "The Key-Attributes That Influence the Fans¡¯ Perceptions of the Corinthians¡¯ Ecosystem," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 9(4), pages 50-63, July.
    6. 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.
    7. Edson Coutinho da Silva & Alexandre Luzzi Las Casas, 2018. "Sports Ecosystem of the “Triad of São Paulo”: Sports Marketing Management According to Fans," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(3), pages 1-41, August.
    8. Farrelly, Francis & Quester, Pascale & Clulow, Val, 2008. "Exploring Market Orientation and Satisfaction of Partners in the Sponsorship Relationship," Australasian marketing journal, Elsevier, vol. 16(2), pages 51-66.

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