Decision-making Processes Surrounding Sponsorship Activities

Abstract

ABSTRACT The rationale behind sponsoring is as varied as the definitions of sponsorship itself. A logical approach to sponsorship decision making would dictate that firms should have clear targets and goals for sponsorship. They should also make some attempt to coordinate sponsorship with other communications efforts while measuring its effects or return on investment. This paper describes the findings from a sample of large Norwegian businesses on how they define sponsorship, how much they spend and where, why they sponsor, and how they manage the sponsorship activities. Large-scale sponsorship is relatively new to Norway, but this late start also has provided opportunity for learning from those who have gone before. It is possible to conclude from this research that many firms have a variety of complex goals for their sponsorship efforts but not terribly high-quality management practices when it comes to decision making surrounding sponsorship.

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