MANAGING SPORT SPONSORSHIP PROGRAMS: AN INTERORGANIZATIONAL ASSESSMENT FRAMEWORK

摘要

Sponsorship has become a core marketing activity for many companies and an important strategy for stakeholder engagement. Investments in sponsorship have almost doubled over the past ten years and in 2012 companies invested 51.5 billion USD in sponsorship on a global level (IEG 13). With these changes, there has been an increasing commercialization and professionalization in the sponsorship industry. Sports entities are being evaluated as strategic marketing platforms by their sponsors, with sponsorship partners investing in competencies and capabilities on both sides to develop successful sponsorship relationships (Farrelly and Quester 06). With higher investments, organizations in the field of sports are also becoming highly dependent on sponsors for their success and growth. Most large-scale sports entities nowadays measure the effectiveness of their sponsorship programmes, and try to identify and manage their strategic resources.