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


Dietl, Helmut; Schweizer, Nicolas (2014). Developing a framework to identify and systematise sources of inefficiencies in sports sponsorship from a sponsee perspective. International Journal of Sport Management and Marketing, 15(1/2):36-56.

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.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Scopus Subject Areas:Social Sciences & Humanities > Business and International Management
Social Sciences & Humanities > Strategy and Management
Social Sciences & Humanities > Management Science and Operations Research
Social Sciences & Humanities > Marketing
Language:English
Date:1 March 2014
Deposited On:25 Sep 2019 15:54
Last Modified:31 Jul 2020 03:40
Publisher:Inderscience Publishers
ISSN:1475-8962
OA Status:Closed
Free access at:Related URL. An embargo period may apply.
Publisher DOI:https://doi.org/10.1504/IJSMM.2014.069085
Related URLs:https://www.zora.uzh.ch/id/eprint/174246/ (Organisation)
Other Identification Number:merlin-id:18471

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