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Managing Sport Sponsorship Programs: Lessons from a Critical Assessment of English Soccer

Published online by Cambridge University Press:  24 February 2006

SIMON CHADWICK  and
DES THWAITES
SIMON CHADWICK
Affiliation:
Clore Management Centre, Birkbeck College, University of London, [email protected]
DES THWAITES
Affiliation:
Leeds University Business School, [email protected]
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Abstract

Following recent increases in the financial value of sport sponsorship programs, some commentators believe this has been accompanied by the development of sponsorship management practices. Despite this, there are still widespread concerns about some of these practices. This study therefore sets out to examine and comment upon the practice of sponsorship management from an English perspective, specifically in soccer. This is an area of sponsorship that has previously been examined and is a sport in which there have been significant commercial developments in recent years. Using face-to-face interviews and questionnaires, 43 corporations provided information about their sponsorship programs. While there is some evidence of good practice, a continuing failure to effectively manage sport sponsorship programs is clear. The study thus concludes by making recommendations about the future development of sport sponsorship management.The authors would like to acknowledge the contribution made by Victoria Wynn during the formative stages of the study.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 3 , September 2005 , pp. 328 - 338
Copyright
© Copyright © 1960-2005, The ARF

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