Changes in sponsorship value: Competencies and capabilities of successful sponsorship relationships

Francis Farrelly, Pascale Quester, Rick Burton

Research output: Contribution to journalArticlepeer-review

43 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)1016-1026
Number of pages11
JournalIndustrial Marketing Management
Volume35
Issue number8
DOIs
StatePublished - Nov 1 2006
Externally publishedYes

Keywords

  • Competencies
  • Qualitative research
  • Relationship
  • Sponsorship
  • Value

ASJC Scopus subject areas

  • Marketing

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