Sportainment: changing the pace of limited‐overs cricket in South Africa

Abstract

Purpose

The purpose of this study is to document and analyse Standard Bank of South Africa's sponsorship of Standard Bank Pro20 Cricket as a case study of effective cricket, stadium and broadcast sponsorship activation.

Design/methodology/approach

An in‐depth case study methodology is employed, drawing on quantitative and qualitative data.

Findings

The main conclusion is that a partnership approach to sponsorship and the creative use of multiple sponsorship activations contributes to the achievement of sponsorship objectives.

Research limitations/implications

The study is limited to one case of a large‐scale sponsor of a major international sport. As such, it has limited generalisability to dissimilar sponsorship situations.

Practical implications

The case documented and analysed suggests that sponsoring organisations may increase their return on sponsorship investment through the adoption of a partnership approach to sponsorship.

Originality/value

The study answers the call of Irwin, Zwick and Sutton, Chadwick and others to significantly increase the researching of sports marketing theory and practice outside traditional Western markets. It documents the creative leverage of a new cricket format that has received no attention in the academic literature, although the 20‐over game continues to enjoy widespread and strong sponsor, media and fan support.

Citation

Goldman, M. and Johns, K. (2009), "Sportainment: changing the pace of limited‐overs cricket in South Africa", Management Decision, Vol. 47 No. 1, pp. 124-136. https://doi.org/10.1108/00251740910929740