This paper expands upon existing sports sponsorship 'match-up' research by offering an interview-driven, empirically-grounded, 'thick' description of the decision-making processes of sports organisations in developing athlete-sponsor-team relationships. By focusing on a particular NASCAR (The National Association for Stock Car Auto Racing) organisation (BAM Racing), the study offers an in-depth interpretation of the sometimes 'messy' methods employed by executives in grafting an effective, synergistic match-up. The paper concludes with a discussion on the theoretical and practical implications of these findings.
Braunstein, J.R., Newman, J.I. and Beissel, A.S. (2008), "Inside BAM Racing: rethinking the sponsorship match-up process in 'America's fastest-growing sport'", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 3, pp. 61-75. https://doi.org/10.1108/IJSMS-09-03-2008-B009
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