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Beyond Sponsorship: Re-Framing Corporate-Sport Relationships


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


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

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    References listed on IDEAS

    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.
    2. Todeva, Emanuela, 2007. "Strategic Alliances," MPRA Paper 52845, University Library of Munich, Germany.
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    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. 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.
    3. 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.
    4. 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), Eastern Macedonia and Thrace Institute of Technology (EMATTECH), Kavala, Greece, vol. 9(2), pages 33-45, June.
    5. 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.


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