Sport event sponsorship management from the sponsee’s perspective

Highlights

•	Structural and relational considerations are critical for sponsorship management
•	Brand and strategic compatibility are valued by the sponsee
•	Trustworthy relationships are instrumental in managing sponsors
•	Staff turnover impacts asset-specific knowledge and inter-firm social bonds

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.

Keywords:

• Sponsorship
• Relationship marketing
• Alliance management