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

Heather Skinner, Trevor Hartland, Alison Griffiths

    Research output: Contribution to journalArticlepeer-review

    Abstract

    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
    Volume6
    Issue number3
    DOIs
    Publication statusPublished - 1 Sep 2005

    Keywords

    • sports marketing
    • sponsorship
    • objectives

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