Article2005

National sports organisations and sponsorship: an identification of best practices

Benoît Séguin · Kenneth C. Teed · Norm O’Reilly

51 citations0/0 files storedInternational Journal of Sport Management and Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Physical Education and Sports Studies Marketing and Advertising Strategies

Abstract

The purpose of this investigation was to develop a list of critical best practices that could be used to advantage by other Canadian Amateur Sport Organisations in the future. Specifically, a marketing management audit collected all historical and current marketing abilities and was compared to the sponsorship literature. The audit was complemented by a series of field interviews of key executives. Results are presented in terms of: (a) the sponsor and its objectives; (b) leveraging activities; and (c) sponsorship evaluation. The resulting data revealed a number of very distinct best practices. Recommendations for further research are provided.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 51 citations exist upstream.

References

1998An International Review of Sponsorship Research 1991The Role of Sponsorship in the Marketing Communications Mix 1994Awareness of Sponsorship and Corporate Image: An Empirical Investigation 2003An international review of sponsorship research: extension and update 1999Sport sponsorship as distinctive competence 1997Attitudinal constructs towards sponsorship 2000The impact of sport sponsorship activities, Corporate image and prior use on a consumer purchase Intent 1992The Corporate (Sports) Sponsor

Cited by

2008The influence of spectators' attitudes on sponsorship awareness: a study in three different leisure events 2010An examination of sports sponsorship from a small business perspective 2008Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008 2007Knowledge management best practices in national sport organisations 2019Consumer Perceptions of Sport Sponsor’s Corporate Social Responsibility Activities

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.