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Relationship Management in Sports (Sponsorship)

In: Managing Sports Teams

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  • Stefan Walzel

    (German Sport University Cologne)

Abstract

Professional team sports organisations have a variety of relationships with a wide range of stakeholders. The management of customer and business relationships with these different stakeholders is a central management task. This requires a fundamental understanding of relationship management and its characteristics, as well as the impact factors and determinants. Customer relationships differ from business relationships between two organisations in some of the key features presented in this chapter, which then goes into more detail on the management of sponsorship relationships. Causes for the end of sponsorship relationships are presented and management implications for sponsors and sponsee in the case of a sponsorship termination are introduced.

Suggested Citation

  • Stefan Walzel, 2021. "Relationship Management in Sports (Sponsorship)," Management for Professionals, in: Stefan Walzel & Verena Römisch (ed.), Managing Sports Teams, pages 219-236, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-56495-7_12
    DOI: 10.1007/978-3-030-56495-7_12
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