Preliminary results of a conceptual framework of sponsorship accountability

France, Adrian (2016) Preliminary results of a conceptual framework of sponsorship accountability. SMAANZ Conference 2016, AUT, Auckland, New Zealand, 23-25 November 2016.

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Abstract or Summary

There has been increasing amounts of sponsorship funds provided to sports. The sponsorship provides crucial amounts of funds for some sports organisations that are not‐for‐profit. Despite the increasing accountability movement, little research has investigated accountability of sport sponsorship relationships. This paper constructs a framework of an accountability continuum that ranges from profit organisations that have economic responsibilities to charities as a form of not for profit organisation that receive donations and have philanthropic responsibilities. Within the extremes of the continuum includes other not for profit organisations and public benefit entities of mixed expectations and responsibilities. Sport sponsorship relationships include not for profit entities that receive funds from profit organisations, thus span the accountability continuum. The aim of this study was to identify the practices of sport sponsorship to determine the existence of the accountability framework. This current study investigated the characteristics of sport sponsorship reporting using 60 semistructured interviews of both sponsors and sponsorees. A range of diverging responses were found with the frequency and content of reporting consistent with accountability theory of reporting expectations and responsibilities.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:Accountability, sport, management, sponsorship, business
Subjects:H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:4620
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Deposited On:01 Dec 2016 22:58
Last Modified:28 Mar 2017 23:08

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