Professional Football Sponsorship—Profitable or Profligate?

Thwaites, Des

doi:10.1080/02650487.1995.11104606

Cited by 66 publications

(46 citation statements)

References 17 publications

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“…Traditionally, sponsorship is used most extensively in the sport sector (Copeland et al, 1996;Thwaites, 1995), and approximately 54-65% of spending on sponsorship is still in that context. However, as sports sponsorship opportunities saturate, other properties such as causes, entertainment and the arts are receiving more attention from sponsors (IEG, 2007).…”

Section: Introductionmentioning

confidence: 99%

Investigating social marketing sponsorships: Terminology, stakeholders, and objectives

Madill

O’Reilly

2010

Journal of Business Research

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Section: Introductionmentioning

confidence: 99%

Investigating social marketing sponsorships: Terminology, stakeholders, and objectives

Madill

O’Reilly

2010

Journal of Business Research

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“…After initial descriptive efforts exploring sponsorship management processes (Abratt, Clayton and Leyland 1987;Meenaghan 1983;Hoek, Gendall and Saunders 1993;Pope and Voges 1994;Thwaites 1995}, researchers have aimed to measure, in a variety of ways, the impact corporate sponsorship communication has on selected target groups, including staff, clients or the public at large (d 'Astous andBitz 1995, Farrelly, Quester andBurton 1997;Quester 1997}. With substantial budgets invested in sponsorship, however, occurrences of ambush marketing, when non-sponsors competitors reap the benefits without incurring the costs (Sandler and Shani 1989), have become more widespread and of concern to sports managers and sponsoring companies. Whether ambush effects are the outcome of strategic competitors' action (Sandler and Shani 1989} or whether they are incidental (Quester 1997}, they pose a serious threat for sponsors.…”

Section: Introductionmentioning

confidence: 99%

An examination of the dyadic relationship between Sports and Sponsors: The Case of the Sydney Olympics

Farrelly

Quester

2015

Global Perspectives in Marketing for the 21st Century

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“…Furthermore, previous research on the sponsorship deal development process has shown that it includes six stages: objective setting; screening and selection; contract content; execution of the deal; evaluation and critical success factors (Thwaites, 1995). Also, Sack et.al.…”

Section: Literature Reviewmentioning

confidence: 99%

An Analysis of Sponsorship Deals in Sport

Douvis¹,

Sarli²,

Kriemadis³

et al. 2015

IJSMaRT

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Due to the increasing financial value of sport sponsorship, the selection of a sponsorship partner and the development of the sponsorship deal are crucial issues for sports businesses. This study examines the sponsorship selection and development process between football teams and their sponsors. This study is exploratory. Nine case studies were conducted involving three professional, premier league football clubs and six sponsoring organizations, two major sponsors of each club. Results were analysed with content analysis. Findings indicate that the most important selection criteria used from both sides are fit in corporate values of the two partners; revenue opportunities, and possible image enhancement from the deal.Also, results show that both sides use a structured process for developing the sponsorship deal that includes 3 major stages, information collection; preparation and presentation of proposal, and negotiations and contract sign. Also, we find that the sport property only sends proposals whereas the sponsor only receives; the actors in each stage of the process vary, and the extent of the process is affected by the duration and quality of the relationship between the two partners. The study involves nine cases and has limited generalizability. Future research should substantiate results in other settings and using quantitative methods. The findings of this study help sport managers to structure and formalize their sport sponsorship selection and development process. This way sport entities will be able to select the best possible partners for sponsorship and exploit to the fullest extent the money involved from both sides of the partnership (sponsors and sponsees). For the first time a structured process for development of new sponsorship deals is designed.This can help sport managers in managing sponsorships effectively and fast.

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Professional Football Sponsorship—Profitable or Profligate?

Cited by 66 publications

References 17 publications

Investigating social marketing sponsorships: Terminology, stakeholders, and objectives

Investigating social marketing sponsorships: Terminology, stakeholders, and objectives

An examination of the dyadic relationship between Sports and Sponsors: The Case of the Sydney Olympics

An Analysis of Sponsorship Deals in Sport

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