Reporting within Sport Sponsorship

France, Adrian (2015) Reporting within Sport Sponsorship. ITP Sports Research Symposium, EIT, Napier, New Zealand, Friday, 9 October 2015.

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Abstract or Summary

Sports have been subject to increased challenges of funding and competition for funds. Many sports have become professional and these challenges have been addressed using sponsorship. With increased sponsorship spending research has traditionally focused on brand matching, business matching, and sponsorship motivations. Sponsorship has increased the pressure on measuring the sponsorship investment. In addition, the sponsorships can vary depending on the definition of sponsorship and the particular organisations involved. Even with the increased pressure a measurement issue in practice and a research gap in the literature exists. This discussion applies the theory of reporting to sponsorship relationships to identify the ideal types of reporting, and the amount of reporting. This paper determines that these characteristics of sport sponsorships have not been resolved and a model of sponsorship reporting needs developing to include the types of sponsors and sponsorees, the effectiveness of reporting, and the trust and power dynamics.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:sport, reporting, responsibility, accountability, management, literature, review
Subjects:H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:3932
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Deposited On:21 Oct 2015 23:32
Last Modified:28 Mar 2017 23:07

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