Tries and conversions: are sports sponsors pursuing the right objectives?

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring sports. This paper aims to examine whether sports sponsors are pursuing the right objectives. It concludes that a deeper understanding of the sponsor's relationship marketing objectives could heighten the sponsor's success, thereby reinforcing and sustaining their own relationship with the sponsoring organisation

Sports sponsorship development in leading Canadian companies: issues & trends

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.</p