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Contribution Details

Type Working Paper
Scope Discipline-based scholarship
Title Developing a framework to identify and systematise sources of inefficiencies in sports sponsorship from a sponsee perspect
Organization Unit
Authors
  • Helmut Max Dietl
  • Nicolas Schweizer
Language
  • English
Institution University of Zurich
Series Name UZH Business Working Paper Series
Number 352
ISSN 2296-0422
Number of Pages 35
Date 2015
Abstract Text This paper develops a framework for illustrating why sponsored sports entities, the "sponsees", often struggle to achieve their sponsorship-related goals to maximise sponsorship income, to satisfy their sponsors, and to create positive image or brand effects through the sponsorship. Based on a review of existing literature and a series of interviews with experts from sponsors, sponsees, and sports agencies, we identify six sources of inefficiencies at the sponsee side that can impede the achievement of the sponsorship-related goals. We further disentangle the underlying drivers for the identified sources of inefficiencies, mainly resource constraints, capabilities and know-how issues, communication issues, and the management's "degree of professionalism". While previous research in sports sponsorship has concentrated mainly on the sponsor perspective and marginalised the sponsee perspective, we put the sponsee at the centre of our study.
Other Identification Number merlin-id:18193
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