Title: Value in a multiple perspective view of sports sponsorship

Authors: John Davies, Kate Daellenbach, Nicholas J. Ashill

Addresses: Victoria Management School, Victoria University of Wellington, P.O. Box 600, Wellington, New Zealand. ' Victoria Management School, Victoria University of Wellington, P.O. Box 600, Wellington, New Zealand. ' Victoria Management School, Victoria University of Wellington, P.O. Box 600, Wellington, New Zealand

Abstract: It is widely recognised that many sports organisations rely heavily on income from corporate sponsorship. This paper selectively discusses the literature examining sponsorship, following the approach of Lynall et al. (2003). The paper adopts a meta-framework that encompasses multiple framing to develop complementary views and multiple theoretical perspectives of the nature of sponsorship. Using a major New Zealand sports event as an illustration, we suggest that insights about the nature of sponsorship can be better understood through the mutually informing use of multiple frames as methodology and the development of mutually informing insights arising from different perspectives. A future research agenda is also proposed.

Keywords: sports sponsorships; sponsorship relationships; multiple frames; Rugby Union; corporate sponsorship; New Zealand.

DOI: 10.1504/IJSMM.2008.017188

International Journal of Sport Management and Marketing, 2008 Vol.3 No.3, pp.184 - 200

Available online: 18 Feb 2008 *

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