Developing a framework to identify and systematise sources of inefficiencies in sports sponsorship from a sponsee perspective Online publication date:: Mon, 27-Apr-2015
by Helmut M. Dietl; Nicolas Schweizer
International Journal of Sport Management and Marketing (IJSMM), Vol. 15, No. 1/2, 2014
Abstract: This paper develops a framework for illustrating why sponsored sports entities, the 'sponsees', often struggle to achieve their sponsorship-related goals to maximise sponsorship income, to satisfy their sponsors, and to create positive image or brand effects through the sponsorship. Based on a review of existing literature and a series of interviews with experts from sponsors, sponsees, and sports agencies, we identify six sources of inefficiencies at the sponsee side that can impede the achievement of the sponsorship-related goals. We further disentangle the underlying drivers for the identified sources of inefficiencies, mainly resource constraints, capabilities and know-how issues, communication issues, and the management's 'degree of professionalism'. While previous research in sports sponsorship has concentrated mainly on the sponsor perspective and marginalised the sponsee perspective, we put the sponsee at the centre of our study.
Online publication date:: Mon, 27-Apr-2015
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org