Title: Sponsorship network portfolio of corporate partners in the National Basketball Association

Authors: Amy Chan Hyung Kim; Hyun-Woo Lee; Yukyoum Kim

Addresses: Department of Sport Management, College of Education, Florida State University, 1034 Tully Gym, 139 Chieftan Way, Tallahassee, FL 32306-4280, USA ' Department of Sport Management, School of Health and Kinesiology, Georgia Southern University, Hollis Building – Room 1124A, Stateboro, GA 30460, USA ' Department of Physical Education, College of Education, Seoul National University, Room 418, 71-dong, Gwanak-ro 1, Seoul, 151-748, Korea

Abstract: This study examined the sponsorship network of the National Basketball Association (NBA) from a business-to-business perspective, focusing on the relationship developments among sponsoring corporations, while sponsored enterprise was suggested to be playing a role as a bridge. Embracing a concept of business network, a sponsorship network portfolio (SNP) was generated and analysed through social network analysis. Results indicated that nineteen corporations formed a central cohesive group, and several firms were isolated within a network. Based on the concept of structural equivalence, the authors suggested that assessments of the level of congruity between SNP and strategic alliances portfolio (SAP) is necessary for both sponsors and sponsees to manage sponsorships for the purpose of strategic and effective business-to-business promotion.

Keywords: social network analysis; SNA; sponsors; sponsorship network portfolio; SNP; strategic management; business-to-business; B2B marketing; National Basketball Association; NBA; corporate partners; business networks; strategic alliances portfolio; SAP.

DOI: 10.1504/IJSMM.2014.073208

International Journal of Sport Management and Marketing, 2014 Vol.15 No.5/6, pp.340 - 359

Received: 19 Dec 2014
Accepted: 25 Jul 2015

Published online: 27 Nov 2015 *

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