Sponsor networks and business relations orchestrated by team sports clubs

Wagner, Ulrik; Persson, H. Thomas R.; Overbye, Marie

doi:10.1108/sbm-07-2016-0030

Cited by 8 publications

(26 citation statements)

References 57 publications

(50 reference statements)

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“…It might be so that sponsors in the MFF Network and club seat sponsors today have more direct commercial incentives for engaging, as argued by Wagner et al (2017), but the three top levels do not see direct commercial value in monetary terms but rather relational effects. Traditional exposure measures do not necessarily imply a value for MFF top-level sponsors, a value which is also hard to measure (Breuer and Rumpf, 2011).…”

Section: Discussionmentioning

confidence: 99%

“…Not only dyadic sponsor-sponsee relationships are important, but also relationships between sponsors and the effects of a sponsor having relationships with more than one sponsee (Chanavat et al, 2016). The relationships between sponsors are mostly important in the organisation of sponsorship networks arranged by some clubs, as studied by Wagner et al (2017).…”

Section: The Relational Paradigmmentioning

confidence: 99%

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Football clubs as mediators in sponsor-stakeholder relations

Junghagen

2018

SBM

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Design/methodology/approach -The study is based on a case study approach, taking its point of departure in two sponsor brand management paradigms, the projective and relational paradigm. The case of Malmö FF in the Swedish top tier league and the club's official partners has been chosen to exemplify the commercially immature context. Findings -The study has shown that the most important value the club can provide for sponsors is to act as a mediator in sponsor-stakeholder relations. Exposure effects are subordinate to the relational effects sponsors achieve through their sponsorship.Research limitations/implications -The study indicates that the relational construct in the sponsorship literature should to a greater extent include sponsor-stakeholder relations, beyond the sponsor-club dyad, in a context of commercial immaturity. Practical implications -The results indicate that club management should engage in stakeholder management with a strong focus on stakeholders of sponsors to provide value for these sponsors. Originality/value -This study explores a new dimension to the relational construct of sponsorship, using the relational paradigm of brand management in a context of commercial immaturity. The mediating effect of the club is a contribution to the discourse on the relational construct.

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Section: Discussionmentioning

confidence: 99%

Section: The Relational Paradigmmentioning

confidence: 99%

Football clubs as mediators in sponsor-stakeholder relations

Junghagen

2018

SBM

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“…They found that partner satisfaction and alliance stability depend on relational constructs and formal governance mechanisms. Wagner et al (2017) investigated ways of value cocreation in a similar research context, the sponsorship networks of two Danish professional team sport clubs. They find that even though the main motivation for joining sponsor networks is business-related, many of them benefit through new relationships to organisations outside of the network but linked to and mediated by network members (compare: weak ties (Granovetter, 1973)).…”

Section: Value Co-creation Research In the Sport Contextmentioning

confidence: 99%

“…Not all sponsors are able to benefit in the same manner from the sponsorship engagement. The active role of the clubs and club managers is crucial here to co-create value for sponsor in the sponsorship network (Wagner et al, 2017).…”

Section: Value Co-creation Research In the Sport Contextmentioning

confidence: 99%

How is value co-created in a sport business-to-business context?

Gerke

Woratschek

Dickson

2020

SBM

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PurposeThere are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit of the customer. However, value is also co-created for the benefit of the provider, especially in a business-to-business context. The purpose of this research is to understand (1) how value is co-created in a sport business-to-business context (i.e. sailing) and (2) how the prevailing value co-creation approaches explain value co-creation processes differently in a sport business-to-business context.Design/methodology/approachThe research was contextualised within the Auckland sailing cluster. Primary data were collected via 27 interviews, as well as observations at events. Secondary data include 13 documents of organisational information and archival data. Data were analysed deductively and interpreted using two different theoretical lenses: service-dominant logic (SDL) and service logic (SL).FindingsThe value co-creation analysis of the sailing cluster permitted theorising about relationships in sport management at different levels of aggregation and abstraction. Every actor is embedded in a wider sport eco-system triggered by sport activities and always has a dual role as provider and beneficiary. Actors that are in control of specific sport activities are pivotal actors and provide a value network for others.Research limitations/implicationsThis research suggests that SDL and SL approaches to value co-creation are complementary and that further research is necessary to integrate and operationalise these approaches.Practical implicationsIt helps practitioners to better understand how value is co-created in sport business-to-business contexts.Originality/valueThis research shows the complementarity of two differing theoretical approaches to explain value co-creation in sport business-to-business settings.

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“…The value of a network to the owner is a direct consequence of the value the network is perceived to add for the sponsor. Wagner et al (2017) emphasise that 'knowledge about what motivates sponsors to join a network is a precondition for discussing inter-organisational expectations and benefits from sponsorship network engagement' (p. 428). Researchers who examine sponsorship networks attempt to identify the motivational factors for participating in sponsorship networks, as well as the qualities of the network.…”

Section: Network Approach To Sponsorship: the Need For A Broader Pers...mentioning

confidence: 99%

Added value for sponsors: a study of network in football 2011–2018

Erichsen

Stiklestad

Holum

et al. 2021

SBM

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PurposeThis study identifies the outcomes prioritised by the sponsors of a sport, specifically football. The authors’ novel thesis is that the network collaboration between sponsors as well as with the sponsorship object (i.e. the football club) is a significant determinant of sponsor satisfaction and the likelihood of renewing the sponsorship deal. This perspective has not been adequately addressed in existing sponsorship research.Design/methodology/approachThe authors use an original dataset to empirically analyse networks and their business value for football sponsors. Our data covers sponsors of the Norwegian football club Rosenborg Ballklub (RBK) from 2011 to 2018, which we analyse using regression models.FindingsThe results indicate that network effects are extremely important for sponsors in the RBK network. The authors’ analyses also indicate that network effects are more important than exposure.Practical implicationsWhen planning, sponsors must analyse their motives for being a sponsor and assess how well their network functions by exploring its cohesiveness and scope. It is also very important that the sponsorship object be aware of the value of the network and enable interaction between the sponsors.Originality/valueThis study confirms that functioning networks contribute to the satisfaction and renewal of sponsorships and can attract a growing number of sponsors for sports clubs, thus serving as an important source of income.

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Sponsor networks and business relations orchestrated by team sports clubs

Cited by 8 publications

References 57 publications

Football clubs as mediators in sponsor-stakeholder relations

Football clubs as mediators in sponsor-stakeholder relations

How is value co-created in a sport business-to-business context?

Added value for sponsors: a study of network in football 2011–2018

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