Title: Twenty20 cricket sport sponsorship management strategies: a comparison between India and the UK

Authors: Paul Blakey, Ravi Chavan

Addresses: Division of Sport Sciences, Northumbria University, Newcastle upon Tyne, NE1 8ST, UK. ' SPORT+MARKT AG, Scheidtweilerstr Str., 17, 50933, Cologne, Germany

Abstract: Sports sponsorship offers an opportunity for brands to get an edge over its competitors by differentiating and owning a distinct place in the consumer|s mind. Technological developments are further driving sports sponsorship towards being an optimal positioning tool and a prime vehicle for marketers to deliver brand messages, enhance brand experiences and establish relationships with a diverse range of audiences on a global scale. This international comparative study analysed the sponsorship management practices applied to the new and innovative concept of Twenty20 cricket in the UK and India and highlighted the capabilities of sponsorship as an aspect of the promotional section of the marketing mix. The study concluded by discussing the sponsorship management framework, along with the changing dynamics of the global sponsorship industry and the factors that are propelling the development of sports sponsorship management practice through the most effective means of deriving greater returns on investments for sponsoring organisations.

Keywords: sport sponsorship; activation strategies; Twenty20 cricket sponsors; sponsorship management; India; United Kingdom; UK; sport management; sport marketing; marketing mix; brand awareness; Indian Premier League; IPL.

DOI: 10.1504/IJSMM.2011.040259

International Journal of Sport Management and Marketing, 2011 Vol.9 No.1/2, pp.94 - 115

Available online: 22 May 2011 *

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