Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring sports. This paper aims to examine whether sports sponsors are pursuing the right objectives. It concludes that a deeper understanding of the sponsor's relationship marketing objectives could heighten the sponsor's success, thereby reinforcing and sustaining their own relationship with the sponsoring organisation.
Hartland, T., Skinner, H. and Griffiths, A. (2005), "Tries and conversions: are sports sponsors pursuing the right objectives?", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 3, pp. 20-29. https://doi.org/10.1108/IJSMS-06-03-2005-B005
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