Sponsorship network portfolio of corporate partners in the National Basketball Association
by Amy Chan Hyung Kim; Hyun-Woo Lee; Yukyoum Kim
International Journal of Sport Management and Marketing (IJSMM), Vol. 15, No. 5/6, 2014

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.

Online publication date: Fri, 27-Nov-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
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:

Username:        Password:          Forgotten your 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 subs@inderscience.com