TY - JOUR
T1 - National Olympic Committee sponsorship in small states
T2 - a case study with a focus on the Caribbean region
AU - Kim, Jeeyoon
AU - Delia, Elizabeth
AU - Walsh, Patrick
N1 - Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2022
Y1 - 2022
N2 - Purpose: National Olympic Committees (NOCs) in small states operate in a unique market (e.g. small population, confined market and limited private sector) that brings challenges in securing sponsors and funding athletes. Whereas more than a quarter of International Olympic Committee (IOC)-recognized NOCs represent small states, not much is known about the sponsorship landscape in the market. This study explores the importance and challenges of NOC sponsorship in small states, with a focus on the Caribbean region. Design/methodology/approach: Interviews were conducted with representatives from NOCs in Caribbean small states. Textual analyses were conducted with Leximancer to identify key themes on the importance and challenges of NOC sponsorship. Findings: Athletes, funding and community were identified as key themes for the importance of NOC sponsorship. Olympic Movement, time, priority, resources and overcome were themes for sponsorship challenges. Compared to existing sponsorship knowledge driven from developed economies, known determinants for the sponsor's decision-making (e.g. interest in sport, competitor) were found to affect NOC sponsorship in Caribbean small states, but in distinctive ways. Particularly, the lacking appreciation of Olympic values and sport within society, resource constraints (e.g. volunteer-based and operating “within reality”) and competition against member federations and government were highlighted as unique situations/challenges faced in the market. Originality/value: This study is one of the first to explore NOC sponsorship in the important, yet overlooked, market of Caribbean small states. Theoretical insights on how existing sponsorship knowledge applies to and practical implications for securing NOC sponsorship in the marginalized market are provided.
AB - Purpose: National Olympic Committees (NOCs) in small states operate in a unique market (e.g. small population, confined market and limited private sector) that brings challenges in securing sponsors and funding athletes. Whereas more than a quarter of International Olympic Committee (IOC)-recognized NOCs represent small states, not much is known about the sponsorship landscape in the market. This study explores the importance and challenges of NOC sponsorship in small states, with a focus on the Caribbean region. Design/methodology/approach: Interviews were conducted with representatives from NOCs in Caribbean small states. Textual analyses were conducted with Leximancer to identify key themes on the importance and challenges of NOC sponsorship. Findings: Athletes, funding and community were identified as key themes for the importance of NOC sponsorship. Olympic Movement, time, priority, resources and overcome were themes for sponsorship challenges. Compared to existing sponsorship knowledge driven from developed economies, known determinants for the sponsor's decision-making (e.g. interest in sport, competitor) were found to affect NOC sponsorship in Caribbean small states, but in distinctive ways. Particularly, the lacking appreciation of Olympic values and sport within society, resource constraints (e.g. volunteer-based and operating “within reality”) and competition against member federations and government were highlighted as unique situations/challenges faced in the market. Originality/value: This study is one of the first to explore NOC sponsorship in the important, yet overlooked, market of Caribbean small states. Theoretical insights on how existing sponsorship knowledge applies to and practical implications for securing NOC sponsorship in the marginalized market are provided.
KW - Caribbean
KW - Leximancer
KW - NOC
KW - National Olympic Committee
KW - Olympic sponsorship
KW - Small state
KW - Sponsorship
UR - http://www.scopus.com/inward/record.url?scp=85127443790&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85127443790&partnerID=8YFLogxK
U2 - 10.1108/SBM-09-2021-0097
DO - 10.1108/SBM-09-2021-0097
M3 - Article
AN - SCOPUS:85127443790
SN - 2042-678X
JO - Sport, Business and Management: An International Journal
JF - Sport, Business and Management: An International Journal
ER -