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Sport sponsorship alliances: relationship management for shared value

Ashlee Morgan (UTS Business School, University of Technology Sydney, Sydney, Australia)
Daryl Adair (UTS Business School, University of Technology Sydney, Sydney, Australia)
Tracy Taylor (UTS Business School, University of Technology Sydney, Sydney, Australia)
Antoine Hermens (UTS Business School, University of Technology Sydney, Sydney, Australia)

Sport, Business and Management

ISSN: 2042-678X

Article publication date: 7 October 2014

3761

Abstract

Purpose

Using a case study of an international sport event, the purpose of this paper is to examine the inter-organisational relationship between a sport event property and its corporate sponsors.

Design/methodology/approach

Interviews were conducted with personnel from the national sport organisation responsible for the delivery of this major event, and from four of its corporate sponsorship partners.

Findings

The findings indicated that both formal and informal governance were critical to the relationships underpinning these sponsorship alliances. From a dyadic perspective, it was found that the satisfaction of sponsorship partners had two key elements: tangible commercial benefits from the sponsor-sponsee alliance, and the less tangible but nonetheless valuable relationship support within the partnership. In short, partner satisfaction and alliance stability stemmed from relational constructs and the balance of formal governance mechanisms.

Originality/value

This paper explores the variables that generate value and maintain alliance stability for improved sponsorship governance. These findings, while focused on a single case study, have implications for research in the field of sponsorship and to the area of business-to-business relationships more broadly.

Keywords

Citation

Morgan, A., Adair, D., Taylor, T. and Hermens, A. (2014), "Sport sponsorship alliances: relationship management for shared value", Sport, Business and Management, Vol. 4 No. 4, pp. 270-283. https://doi.org/10.1108/SBM-12-2013-0044

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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