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In support of sport: Examining the relationship between community sport organizations and sponsors

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  • Katie Misener
  • Alison Doherty

Abstract

•Scales were developed to measure elements of the relationship process and outcomes.•Operational competence predicted impact on operations and community presence.•Operational competence further enhanced the impact of long-standing sponsorships.•Operational competence was required to a lesser extent than other process elements.Sponsorships are a critical resource for nonprofit community sport organizations (CSOs) that are increasingly experiencing pressure to generate funding beyond their traditional source of membership revenues. In order to optimize this alternative source, it is important to understand the nature of the relationship between CSOs and sponsors and its impact on those clubs. Scales were developed, and presidents of CSOs (N = 189) completed a corresponding survey that measures the extent to which clubs’ relationship with their key sponsor was characterized by various elements of the relationship process and relationship outcomes. Operational competence was a consistent predictor of the impact of the sponsor relationship on club program/operations and community presence, and further enhanced the impact of long-standing sponsorships. Notably, operational competence was perceived to be required to a lesser extent in CSO–sponsor relationships than in the other process elements. Implications for effective CSO–sponsor relationships and directions for future research are presented.

Suggested Citation

  • Katie Misener & Alison Doherty, 2014. "In support of sport: Examining the relationship between community sport organizations and sponsors," Sport Management Review, Taylor & Francis Journals, vol. 17(4), pages 493-506, October.
    • Handle: RePEc:taf:rsmrxx:v:17:y:2014:i:4:p:493-506
    DOI: 10.1016/j.smr.2013.12.002
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    Cited by:

    1. 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.
    2. Werner, Kim & Dickson, Geoff & Hyde, Kenneth F., 2015. "The impact of a mega-event on inter-organisational relationships and tie strength: Perceptions from the 2011 Rugby World Cup," Sport Management Review, Elsevier, vol. 18(3), pages 421-435.
    3. Kuang-Hua Hu & Fu-Hsiang Chen & Gwo-Hshiung Tzeng, 2016. "Evaluating the Improvement of Sustainability of Sports Industry Policy Based on MADM," Sustainability, MDPI, vol. 8(7), pages 1-21, June.
    4. Flavia Guidotti & Sabrina Demarie & Simone Ciaccioni & Laura Capranica, 2023. "Knowledge, Competencies, and Skills for a Sustainable Sport Management Growth: A Systematic Review," Sustainability, MDPI, vol. 15(9), pages 1-33, April.
    5. Hambrick, Marion E. & Svensson, Per G. & Kang, Seungmin, 2019. "Using social network analysis to investigate interorganizational relationships and capacity building within a sport for development coalition," Sport Management Review, Elsevier, vol. 22(5), pages 708-723.

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