A reason for sponsoring events is to garner positive image transference from the event to
the sponsor (Gwinner and Eaton 1999; Speed and Thomson 2000). This suggests that
perceived fit between the event (sponsee) and the sponsor is important. But fit in sports
sponsorship contexts involves more than just that between the sponsee and the sponsor.
What also needs to be taken into consideration is the fit between other stakeholders: cosponsors
and consumers. This exploratory research seeks to understand the dimensions
encompassing fit (or relatedness: see Johar and Pham, 1999) in the sponsorship
marketplace.
Using semi-structured interviews with sponsorship managers, findings suggest there are
six dimensions of fit within sports sponsorship: target market, product endorser image,
geography, typicality, complementarity, and clash. Whilst most have received attention
by marketing scholars, others, including interactions, have yet to be addressed. Each of
these dimensions is identified; conclusions and implications follow.Griffith Business School, Department of MarketingFull Tex