Sports sponsorship management: A multinational comparative study

Pascale G. Quester, Francis Farrelly, Rick Burton

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

While sports sponsorship has attracted an increasing interest as well as growing investments from marketing professionals, research reported in the literature has failed to investigate empirically either the process by which it is managed, or, possible influencing factors such as country of operation or industry sector. This study relies on a survey of sponsorship decision-makers in the USA and Australia and examines the differences and similarities expressed by two samples in relation to objectives, decision-making process and outcome evaluation. A number of hypotheses relating to respondents' industry background and related sponsorship objectives and performance measurements were tested and, in some cases, supported. Overall, the results reveal a coming of age of this promotional tool, with the USA seemingly leading the way in terms of managerial expertise.

Original languageEnglish (US)
Pages (from-to)115-128
Number of pages14
JournalJournal of Marketing Communications
Volume4
Issue number2
DOIs
StatePublished - Jan 1 1998
Externally publishedYes

Keywords

  • Australia
  • Decision-making
  • Management
  • Sports sponsorship
  • Usa

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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