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Type: Journal article
Title: Changes in sponsorship value: Competencies and capabilities of successful sponsorship relationships
Author: Farrelly, F.
Quester, P.
Burton, R.
Citation: Industrial Marketing Management, 2006; 35(8):1016-1026
Publisher: Elsevier Science Inc
Issue Date: 2006
ISSN: 0019-8501
Statement of
Francis Farrelly, Pascale Quester and Rick Burton
Abstract: The sponsorship relationship has evolved considerably over the past few years. As a result, the value delivered to both sponsors and the sports entities with which they form relationships needed to be redefined. While some of these partners have made the necessary leap forward, some sponsors have also been confronted with resistance on the part of sport entities to adapt to evolving perceptions of value. Based on a qualitative study aimed at canvassing the views of some of the most prominent experts in the field and spanning 4 years and four continents, we document this evolution of sponsorship value and identify those key competencies that differentiate successful sponsors from less successful ones. Our research provides insights for other inter-firm relationships, particularly those in the service sector.
Keywords: sponsorship; relationship; value; competencies; qualitative research
Description: Copyright © 2006 Elsevier Inc.
RMID: 0020061256
DOI: 10.1016/j.indmarman.2006.05.006
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Appears in Collections:Business School publications

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