Developing a Framework to Identify and Systematise Sources of Inefficiencies in Sports Sponsorship from a Sponsee Perspective

Abstract

This paper develops a framework for illustrating why sponsored sports entities, the "sponsees", often struggle to achieve their sponsorship-related goals to maximise sponsorship income, to satisfy their sponsors, and to create positive image or brand effects through the sponsorship. Based on a review of existing literature and a series of interviews with experts from sponsors, sponsees, and sports agencies, we identify six sources of inefficiencies at the sponsee side that can impede the achievement of the sponsorship-related goals. We further disentangle the underlying drivers for the identified sources of inefficiencies, mainly resource constraints, capabilities and know-how issues, communication issues, and the management's "degree of professionalism". While previous research in sports sponsorship has concentrated mainly on the sponsor perspective and marginalised the sponsee perspective, we put the sponsee at the centre of our study.

Keywords: Sports sponsorship, sponsee perspective, model of service quality, management of sporting organisations, sources of inefficiencies, sponsorship-related goals, sponsor satisfaction, sponsorship income maximisation, image effects, brand building

JEL Classification: L20, L83, M10, M30