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Tries and conversions: are sports sponsors pursuing the right objectives?

Trevor Hartland (Senior Lecturer in Marketing, University of Glamorgan)
Heather Skinner (Senior Lecturer in Marketing, University of Glamorgan)
Alison Griffiths (Marketing Manager, Women's Welsh Rugby Union)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2005

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Abstract

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.

Citation

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

Publisher

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Emerald Group Publishing Limited

Copyright © 2005 by Winthrop Publications Limited