Tries and Conversions: Are sports sponsors pursuing the right objectives?

Heather Skinner, Trevor Hartland, Alison Griffiths

    Research output: Contribution to journalArticlepeer-review


    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 sponsors' relationship marketing objectives could heighten the sponsor's success, thereby, reinforcing and sustaining their own relationship with the sponsoring organisation.
    Original languageEnglish
    Pages (from-to)164 - 173
    Number of pages9
    JournalInternational Journal of Sports Marketing and Sponsorship
    Issue number3
    Publication statusPublished - 1 Sept 2005


    • sports marketing
    • sponsorship
    • objectives


    Dive into the research topics of 'Tries and Conversions: Are sports sponsors pursuing the right objectives?'. Together they form a unique fingerprint.

    Cite this