TY - JOUR
T1 - Changes in sponsorship value
T2 - Competencies and capabilities of successful sponsorship relationships
AU - Farrelly, Francis
AU - Quester, Pascale
AU - Burton, Rick
PY - 2006/11
Y1 - 2006/11
N2 - The sponsorship relationship has evolved considerably over the past few years. As a result, the value delivered to both sponsors and the sports entities with which they form relationships needed to be redefined. While some of these partners have made the necessary leap forward, some sponsors have also been confronted with resistance on the part of sport entities to adapt to evolving perceptions of value. Based on a qualitative study aimed at canvassing the views of some of the most prominent experts in the field and spanning 4 years and four continents, we document this evolution of sponsorship value and identify those key competencies that differentiate successful sponsors from less successful ones. Our research provides insights for other inter-firm relationships, particularly those in the service sector.
AB - The sponsorship relationship has evolved considerably over the past few years. As a result, the value delivered to both sponsors and the sports entities with which they form relationships needed to be redefined. While some of these partners have made the necessary leap forward, some sponsors have also been confronted with resistance on the part of sport entities to adapt to evolving perceptions of value. Based on a qualitative study aimed at canvassing the views of some of the most prominent experts in the field and spanning 4 years and four continents, we document this evolution of sponsorship value and identify those key competencies that differentiate successful sponsors from less successful ones. Our research provides insights for other inter-firm relationships, particularly those in the service sector.
KW - Competencies
KW - Qualitative research
KW - Relationship
KW - Sponsorship
KW - Value
UR - http://www.scopus.com/inward/record.url?scp=33746626127&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=33746626127&partnerID=8YFLogxK
U2 - 10.1016/j.indmarman.2006.05.006
DO - 10.1016/j.indmarman.2006.05.006
M3 - Article
AN - SCOPUS:33746626127
SN - 0019-8501
VL - 35
SP - 1016
EP - 1026
JO - Industrial Marketing Management
JF - Industrial Marketing Management
IS - 8
ER -