Success factors in managing the sponsor–sponsee relationship—a fuzzy-set qualitative comparative analysis for state-owned enterprises in Germany

Abstract

Purpose

The purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises.

Design/methodology/approach

Qualitative and quantitative data from Germany are analyzed in a case study approach using fuzzy-set qualitative comparative analysis (Fs/QCA)—an analytic method relevant for describing configurational patterns of causal factors.

Findings

The case study of sponsorships from state-owned enterprises in Germany reveals four alternative configurations of top-management support, sponsee prominence, standardized processes, and sponsorship leverage explaining sponsor satisfaction.

Originality/value

The paper combines two underrepresented but important aspects of sponsorship research, i.e. sponsorship management in state-owned enterprises, in an empirical study. Further, present study adds to sponsorship literature by pointing to fuzzy-set Fs/QCA as a relatively novel method that can capture the phenomenon of complex causality.

Citation

Ivens, B., Riedmueller, F. and van Dyck, P. (2020), "Success factors in managing the sponsor–sponsee relationship—a fuzzy-set qualitative comparative analysis for state-owned enterprises in Germany", International Journal of Sports Marketing and Sponsorship, Vol. 21 No. 4, pp. 577-596. https://doi.org/10.1108/IJSMS-09-2019-0102