Header

UZH-Logo

Maintenance Infos

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


Dietl, Helmut; Schweizer, Nicolas (2015). Developing a framework to identify and systematise sources of inefficiencies in sports sponsorship from a sponsee perspect. UZH Business Working Paper Series 352, University of Zurich.

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. We further disentangle the underlying drivers for the identified sources of inefficiencies, mainly resource constraints, capabilities and know-how issues, communication issues, and the management's "degree of professionalism". While previous research in sports sponsorship has concentrated mainly on the sponsor perspective and marginalised the sponsee perspective, we put the sponsee at the centre of our study.

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. We further disentangle the underlying drivers for the identified sources of inefficiencies, mainly resource constraints, capabilities and know-how issues, communication issues, and the management's "degree of professionalism". While previous research in sports sponsorship has concentrated mainly on the sponsor perspective and marginalised the sponsee perspective, we put the sponsee at the centre of our study.

Statistics

Downloads

26 downloads since deposited on 11 Sep 2019
26 downloads since 12 months
Detailed statistics

Additional indexing

Item Type:Working Paper
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Language:English
Date:28 February 2015
Deposited On:11 Sep 2019 12:21
Last Modified:25 Sep 2019 00:45
Series Name:UZH Business Working Paper Series
Number of Pages:35
ISSN:2296-0422
OA Status:Green
Other Identification Number:merlin-id:18193

Download

Green Open Access

Download PDF  'Developing a framework to identify and systematise sources of inefficiencies in sports sponsorship from a sponsee perspect'.
Preview
Content: Published Version
Filetype: PDF
Size: 128kB