Value in a multiple perspective view of sports sponsorship

Abstract

It is widely recognised that many sports organisations rely heavily on income from corporate sponsorship. This paper selectively discusses the literature examining sponsorship, following the approach of Lynall et al. (2003). The paper adopts a meta-framework that encompasses multiple framing to develop complementary views and multiple theoretical perspectives of the nature of sponsorship. Using a major New Zealand sports event as an illustration, we suggest that insights about the nature of sponsorship can be better understood through the mutually informing use of multiple frames as methodology and the development of mutually informing insights arising from different perspectives. A future research agenda is also proposed.

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