IDEAS home Printed from https://ideas.repec.org/a/eee/spomar/v23y2020i5p838-851.html
   My bibliography  Save this article

Sport event sponsorship management from the sponsee’s perspective

Author

Listed:
  • Morgan, Ashlee
  • Taylor, Tracy
  • Adair, Daryl

Abstract

Sponsorship plays a critical role in the delivery of major sport events. To date, the majority of sponsorship research has focused on the sponsors’ perspective or consumer responses. Drawing upon brand alliance literature and relationship marketing theory, this paper discusses learnings from the management of sponsor-sponsee relationships at a major sport event. We provide insights from the sponsee (i.e., the event) perspective: this is intended to further our understanding of relationship management in the context of event sponsorship, as well as providing practical information for both event industry and sport industry practitioners. This case study produced three main findings in terms of relational effectiveness: clear and compatible strategy, development of positive inter-organisational culture and inter-personal relationships, and stability. Each of these attributes are key to successful and effective sponsorship management.

Suggested Citation

  • Morgan, Ashlee & Taylor, Tracy & Adair, Daryl, 2020. "Sport event sponsorship management from the sponsee’s perspective," Sport Management Review, Elsevier, vol. 23(5), pages 838-851.
    • Handle: RePEc:eee:spomar:v:23:y:2020:i:5:p:838-851
    DOI: 10.1016/j.smr.2020.04.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441352320301273
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.smr.2020.04.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    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. Koza, Mitchell & Lewin, Arie, 2000. "Managing partnerships and strategic alliances: raising the odds of success," European Management Journal, Elsevier, vol. 18(2), pages 146-151, April.
    2. Dustin J. Bluhm & Wendy Harman & Thomas W. Lee & Terence R. Mitchell, 2011. "Qualitative Research in Management: A Decade of Progress," Journal of Management Studies, Wiley Blackwell, vol. 48(8), pages 1866-1891, December.
    3. Farrelly, Francis & Quester, Pascale G., 2003. "What Drives Renewal of Sponsorship Principal/Agent Relationships?," Journal of Advertising Research, Cambridge University Press, vol. 43(4), pages 353-360, December.
    4. Farrelly, Francis & Quester, Pascale, 2005. "Investigating large-scale sponsorship relationships as co-marketing alliances," Business Horizons, Elsevier, vol. 48(1), pages 55-62.
    5. John Bell & Brian Den Ouden & Gerrit Willem Ziggers, 2006. "Dynamics of Cooperation: At the Brink of Irrelevance," Journal of Management Studies, Wiley Blackwell, vol. 43(7), pages 1607-1619, November.
    6. Helena Yli‐Renko & Erkko Autio & Harry J. Sapienza, 2001. "Social capital, knowledge acquisition, and knowledge exploitation in young technology‐based firms," Strategic Management Journal, Wiley Blackwell, vol. 22(6‐7), pages 587-613, June.
    7. Prashant Kale & Harbir Singh & Howard Perlmutter, 2000. "Learning and protection of proprietary assets in strategic alliances: building relational capital," Strategic Management Journal, Wiley Blackwell, vol. 21(3), pages 217-237, March.
    8. Robert E., Theodore M., Lynn A., Thomas C. Spekman Forbes, III Isabella MacAvoy, 1998. "Alliance Management: A View from the Past and a Look to the Future," Journal of Management Studies, Wiley Blackwell, vol. 35(6), pages 747-772, November.
    9. Urriolagoitia, Lourdes & Planellas, Marcel, 2007. "Sponsorship relationships as strategic alliances: A life cycle model approach," Business Horizons, Elsevier, vol. 50(2), pages 157-166.
    10. T. K. Das & Bing-Sheng Teng, 2000. "Instabilities of Strategic Alliances: An Internal Tensions Perspective," Organization Science, INFORMS, vol. 11(1), pages 77-101, February.
    11. 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.
    12. Gianni Lorenzoni & Andrea Lipparini, 1999. "The leveraging of interfirm relationships as a distinctive organizational capability: a longitudinal study," Strategic Management Journal, Wiley Blackwell, vol. 20(4), pages 317-338, April.
    13. de Man, Ard-Pieter & Roijakkers, Nadine & de Graauw, Henk, 2010. "Managing dynamics through robust alliance governance structures: The case of KLM and Northwest Airlines," European Management Journal, Elsevier, vol. 28(3), pages 171-181, June.
    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. Brian P. McCullough & Jonathan C. Casper & Danielle M. Kushner Smith, 2022. "Fan Responses of Sponsored Environmental Sustainability Initiatives," Sustainability, MDPI, vol. 14(21), pages 1-16, October.

    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. Siachou, Evangelia & Vrontis, Demetris & Trichina, Eleni, 2021. "Can traditional organizations be digitally transformed by themselves? The moderating role of absorptive capacity and strategic interdependence," Journal of Business Research, Elsevier, vol. 124(C), pages 408-421.
    2. Beugelsdijk, S. & Koen, C.I. & Noorderhaven, N.G., 2004. "Organizational Culture and Relationship Skills," Other publications TiSEM 29a52938-acd6-4261-841f-5, Tilburg University, School of Economics and Management.
    3. Hans Berends & Elco van Burg & Erik M. van Raaij, 2011. "Contacts and Contracts: Cross-Level Network Dynamics in the Development of an Aircraft Material," Organization Science, INFORMS, vol. 22(4), pages 940-960, August.
    4. Son, Byung-Gak & Kocabasoglu-Hillmer, Canan & Roden, Sinéad, 2016. "A dyadic perspective on retailer–supplier relationships through the lens of social capital," International Journal of Production Economics, Elsevier, vol. 178(C), pages 120-131.
    5. Agarwal, Rajshree & Croson, Rachel & Mahoney, Joseph T., 2007. "Decision Making in Strategic Alliances: An Experimental Investigation," Working Papers 07-0108, University of Illinois at Urbana-Champaign, College of Business.
    6. Urriolagoitia, Lourdes & Planellas, Marcel, 2007. "Sponsorship relationships as strategic alliances: A life cycle model approach," Business Horizons, Elsevier, vol. 50(2), pages 157-166.
    7. Fabian Reck & Alexander Fliaster & Michael Kolloch, 2022. "How to Build a Network that Facilitates Firm‐level Innovation: An Integration of Structural and Managerial Perspectives," Journal of Management Studies, Wiley Blackwell, vol. 59(4), pages 998-1031, June.
    8. Henri A. Schildt & Markku V.J. Maula & Thomas Keil, 2005. "Explorative and Exploitative Learning from External Corporate Ventures," Entrepreneurship Theory and Practice, , vol. 29(4), pages 493-515, July.
    9. Ziggers, Gerrit Willem & Tjemkes, Brian, 2010. "Dynamics in Inter‐Firm Collaboration: The Impact of Alliance Capabilities on Performance," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 1(2), pages 1-16.
    10. Ortiz García Navas, Beatriz & Donate Manzanares, Mario Javier & Guadamillas Gómez, Fátima, 2019. "Social capital as a theoretical approach in Strategic Management," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    11. Laamanen, Tomi, 2005. "Dependency, resource depth, and supplier performance during industry downturn," Research Policy, Elsevier, vol. 34(2), pages 125-140, March.
    12. Jean, Ruey Jer “Bryan” & Kim, Daekwan & Bello, Daniel C., 2017. "Relationship-based product innovations: Evidence from the global supply chain," Journal of Business Research, Elsevier, vol. 80(C), pages 127-140.
    13. Max J. Ringlstetter & Benjamin Klein & Björn Schäfer, 2014. "Interorganisationale Kooperationsfähigkeit in der Praxis — Zentraler Baustein zur Sicherung der Zukunftsfähigkeit von Unternehmen," Schmalenbach Journal of Business Research, Springer, vol. 66(68), pages 123-146, January.
    14. Estrada, Isabel & Faems, Dries & Martin Cruz, Natalia & Perez Santana, Pilar, 2016. "The role of interpartner dissimilarities in Industry-University alliances: Insights from a comparative case study," Research Policy, Elsevier, vol. 45(10), pages 2008-2022.
    15. Steffen Runge & Christian Schwens & Matthias Schulz, 2022. "The invention performance implications of coopetition: How technological, geographical, and product market overlaps shape learning and competitive tension in R&D alliances," Strategic Management Journal, Wiley Blackwell, vol. 43(2), pages 266-294, February.
    16. Bouncken, Ricarda B. & Fredrich, Viktor & Kraus, Sascha & Ritala, Paavo, 2020. "Innovation alliances: Balancing value creation dynamics, competitive intensity and market overlap," Journal of Business Research, Elsevier, vol. 112(C), pages 240-247.
    17. Kim, Yusoon & Choi, Thomas Y., 2021. "Supplier relationship strategies and outcome dualities: An empirical study of embeddedness perspective," International Journal of Production Economics, Elsevier, vol. 232(C).
    18. Leischnig, Alexander & Geigenmueller, Anja & Lohmann, Stefanie, 2014. "On the role of alliance management capability, organizational compatibility, and interaction quality in interorganizational technology transfer," Journal of Business Research, Elsevier, vol. 67(6), pages 1049-1057.
    19. Manuela N. Hoehn-Weiss & Samina Karim & Chi-Hyon Lee, 2017. "Examining Alliance Portfolios Beyond the Dyads: The Relevance of Redundancy and Nonuniformity Across and Between Partners," Organization Science, INFORMS, vol. 28(1), pages 56-73, February.
    20. Stoyan Stoyanov & Richard Woodward & Veselina Stoyanova, 2018. "The Embedding of Transnational Entrepreneurs in Diaspora Networks: Leveraging the Assets of Foreignness," Management International Review, Springer, vol. 58(2), pages 281-312, April.

    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:23:y:2020:i:5:p:838-851. 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.