Changes in sponsorship value: Competencies and capabilities of successful sponsorship relationships
Date
2006
Authors
Farrelly, F.
Quester, P.
Burton, R.
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Journal article
Citation
Industrial Marketing Management, 2006; 35(8):1016-1026
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Francis Farrelly, Pascale Quester and Rick Burton
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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.
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Copyright © 2006 Elsevier Inc.