Article1998

Sports sponsorship development in leading Canadian companies: issues & trends

Des Thwaites · Rafael Aguilar-Manjarrez · Callum Kidd

45 citations0/0 files storedInternational Journal of Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This study adopts both qualitative and quantitative approaches to examine current practices in the management of sports sponsorship and to assess the extent to which selected Canadian companies adopt the prescriptions for effective sponsorship identified in the literature. Issues which may create new trends and the implications of these trends for sponsorship managers are also addressed. While sport remains the most popular focus for sponsorship in Canada several concerns are highlighted in relation to future developments. A significant number of companies are questioning the contribution of sport to their sponsorship programmes and adapting its role.

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References

1993The cornerstones of competitive advantage: A resource‐based view 1991The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation 1991The Role of Sponsorship in the Marketing Communications Mix 1983Commercial Sponsorship 1991Sponsorship and the Image of the Sponsor 1991Sponsorship – Legitimising the Medium 1987Corporate Objectives in Sports Sponsorship 1996Understanding the Sport Sponsorship Process from a Corporate Perspective

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2003L'évolution et l'état de l'art de la recherche internationale sur le parrainage 2012Effects of Strategic Exiting from Sponsorship after Negative Event Publicity 1999Sponsorship: An Evaluation of Management Assumptions and Practices 2012The inauthentic other: Social comparison theory and brand avoidance within consumer sub-cultures 2015Sports sponsorship effects on customer equity: an Asian market application 2013Professional niche sports sponsorship: an investigation of sponsorship selection criteria

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