Developing a framework to identify and systematise sources of inefficiencies in sports sponsorship from a sponsee perspective

Abstract

This paper develops a framework for illustrating why sponsored sports entities, the 'sponsees', often struggle to achieve their sponsorship-related goals to maximise sponsorship income, to satisfy their sponsors, and to create positive image or brand effects through the sponsorship. Based on a review of existing literature and a series of interviews with experts from sponsors, sponsees, and sports agencies, we identify six sources of inefficiencies at the sponsee side that can impede the achievement of the sponsorship-related goals. W Show more