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Sponsorship can be an effective strategic marketing tool yet it attracts criticism as a corporate indulgence shaped by the personal interests of senior executives. While research into the outcomes of sponsorship is extensive, the practices involved in sponsorship selections have been largely ignored. Today, sponsorship selection in large corporations is recommended to be a formal process involving evaluation criteria aligned to corporate policy and strategic priorities. Yet, in reality, corporate culture influences sponsorship selection, as do sponsorship managers’ beliefs about sponsorship types and motivations. The purpose of this paper is to explore sponsorship selection practices and to consider the interplay between corporate culture and sponsorship managers’ beliefs about sponsorship types and their motivations. The findings provide not only new interpretation of the literature but also reveal a detailed picture of sponsorship selection.

This exploratory qualitative study comprises in-depth interviews with senior sponsorship managers from eight large Australian companies that use sponsorship as a strategic marketing tactic.

This study concludes that the sponsorship selection process is strongly influenced by corporate culture as well as the sponsorship manager’s beliefs about sponsorship types and their motivations.

This study contributes to the sponsorship management research stream by providing important insights into under-researched factors that influence the sponsorship selection process.

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ‘management by objectives’ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objective‐setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.

This paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed as in-depth case studies. Based on this research, a sponsorship evaluation framework for sponsors is presented that includes: sponsee selection, risk management, strategic tactics, contingency planning, contract elements and post-contract tactics.

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

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.

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.

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.

Advertising and sponsorship are both key areas of concern to management scholars. In the dynamic and sophisticated market world in which integrated marketing communication strategies play roles of increasing importance, this paper reflects on the extent to whcih sponsorship has moved away from being a philanthropic approach to communication and has taken a key role as a strategic approach to marketing (and thus corporate) strategies. The article note the problem prestented by the lack of a clear theoretical definition, considers the strategic objectives that result in sponsorship programmes, reflects on the difficulties (or downright lack) of measuring the success of sponsorship programmes (noting that organizations will judge success in different ways), reflects on the controversial aspects of some sponsorship programmes and examines groups at which sponsorship might be targeted. It concludes that sponsorship has a significant (some would say major) role to play in increasing sales, enhancing corporate image and leveraging employee morale. It concludes by suggesting significant areas that merit further research in this greatly neglected academic area.

This study surveys professional niche sports sponsors in an effort to empirically understand what selection criteria these companies deem important when evaluating professional niche sports sponsorship proposals. Findings suggest that professional niche sports properties may possess unique attributes on which sponsors place very high levels of importance, such as cost effectiveness, flexibility in assisting sponsors achieve their objectives, a more targeted fan-base and decreased sponsorship clutter. Pragmatically, findings provide professional niche sports managers with tools that may be useful when competing for sponsorship funding against more established mainstream sports properties. Theoretically, the current study begins to fill a gap in the sports sponsorship literature which has primarily focused on mainstream professional sports, major intercollegiate sports and elite amateur sports such as the Olympic Games.

In the early 1990s sponsorship be came established as a widely-used marketing tool in Spain. The Barcelona Olympics, the Universal Exposition in Seville and the naming of Madridas the Capital of European Culture were largely responsible for this. However, intensive sponsorship use does not necessarily mean appropriate sponsorship management. CarlosIlla, Sponsorship Manager of Spanish telecommunications firm Telefonica, has been always one of those few professionals who has managed to combine intensive use and appropriate management. In this interview he addresses various issues involved in sponsor ship management including the combination of local and transnational sport marketing, sponsor ship decision making and selection criteria, and different evaluation methods.