IDEAS home Printed from
   My bibliography  Save this paper

Sponsor Partnerships - It's a lot like dating


  • Panizza, Janina


This research is an investigation into the scope and evaluation of corporate sponsorship relationships with performing arts organisations (PAOs). Based primarily on Relationship Theory, the aim of this research is to develop a framework for investigating strategic business-to-business marketing and development opportunities. The idea is to find a simple lens to explore ways to enrich the current sponsorship relationship beyond the dollars for tickets experience. This investigation is based on behavioural observations that are the result of a complex mix of variables from business and artistic environments. The phenomenological approach focuses on interpreting behaviours from each participants’ point of view and the interaction of those behaviours (Bryman & Bell, 2011, pp16-19). The method adopted was one of comparative case studies built on the experiences of multiple expert informants. Data was primarily collected through a series of semi-structured interviews covering both sides of the sponsorship relationship. In searching for existing best practice materials in current literature, it became evident that many of the approaches suggested by the studies strongly resembled dating. From this the Dating Analogy Model was developed (Appendix A). The findings of the interviews strongly correlate with the framework of the dating analogy following many of the same behaviours one would expect to find in any successful partnership. The key repeated themes were: • Research • Values congruence • Communication • Partnership • Investment of time • Regular evaluation This report finds that the Dating Analogy Model provides an opportunity to examine the interaction of each perspective. While transactional sponsorship arrangements appear to dominate, they also have elements that create deeper, enduring, high value engagements that strongly align with partnering relationship theory. How those relationships look varies according to the nature of the business of the sponsor, the nature of the interaction (in kind, cash or a combination), and the reasons for sponsoring that particular PAO. This report also shows that the high time component of relationship management needs to be balanced against the expected value of the gains. This report also acknowledges that the analysis conducted has limitations. Cost and time comparisons with other trust funding sources were not included in this study. It is also acknowledged that the validity of the Dating Analogy Model would benefit from practical application or a workshop exercise.

Suggested Citation

  • Panizza, Janina, 2014. "Sponsor Partnerships - It's a lot like dating," MBA Research Papers 4464, Victoria University of Wellington, School of Management.
  • Handle: RePEc:vuw:vuwmba:4464

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    Sponsorship; Performing arts; Partnership;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    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:vuw:vuwmba:4464. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Library Technology Services). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.