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.
|164 - 173
|Number of pages
|International Journal of Sports Marketing and Sponsorship
|Published - 1 Sept 2005
- sports marketing