This paper identifies the distinctive features of nonprofit arts sponsorship relative to profit driven sports sponsorship and shows that although arts sponsorship has been little researched, it is a potentially important means of marketing. The methodology employed was a literature review on sponsorship that attempted to distinguish arts sponsorship from sports sponsorship. Then, we present the findings from 23 indepth interviews with arts sponsee managers, to reveal how they see themselves (as sponsees) being differentiated from sports sponsees. The literature and interview findings are brought together in a discussion that highlights the differences between arts sponsorship and sports sponsorship in terms of target audience, the relationship cost/benefit, range of emotions elicited, awareness, marketing metrics, goodwill, and learning potential. Finally, suggestions are made for future research.

Purpose To date the vast majority of sponsorship research has focused on the perspective of sponsors. The purpose of this paper is to use this research to identify factors that sponsored institutions and organizations (sponsees) should be cognizant of before entering into a sponsorship arrangement, and to propose a research agenda based on these factors. Design/methodology/approach The authors leverage sponsorship research that has been published in business journals with an impact factor above 0.5 (Reuters, 2015). Findings This paper argues that sponsees should be aware of the benefits that sponsorship brings to sponsors so that they can better appeal to potential sponsors. A sponsee also needs to be aware of the impact a sponsorship partnership may have on its own brand, image, and equity. Research limitations/implications This is a conceptual paper grounded in the literature that aims to stimulate further research in the domain of sponsorship and provide deeper understanding for sponsees. Empirical research addressing the research questions posed is required. Practical implications In a holistic manner, this literature review offers insights into factors that sponsees should consider before entering a sponsorship relationship. Originality/value Previous research in the sponsorship domain has focused primarily on dyadic sponsors. This paper considers sponsorship from the sponsee’s perspective.

Purpose In an arts organisation context, this paper aims to further the understanding of service relationships by developing a framework explaining how sponsored arts organisations could better manage their relationships with sponsors to facilitate mutual benefit and relationship persistence. Design/methodology/approach Grounded theory methodology was applied to sponsorship of arts organisations through interviews with the managers of arts organisations worldwide who had been involved in seeking and managing sponsorship relationships. Findings Reciprocity was found to be the key factor in successful sponsorship relationships, but emotional reference to reputation was also important. Together they link uncertainty in the complex sponsorship environment with an arts organisation’s artistic ambitions. Practical implications This study extends the understanding of service relationships by shedding light on the sponsorship relationship from the sponsored organisation’s point of view and in particular highlighting the role of reciprocity in managing the relationship with their sponsor. Originality/value Understanding the moderating roles of reciprocity and reputation in sponsorship relationships helps to explain key facets of such relationships which can partially negate sponsor benefits and threaten a sponsorship’s continuation.

Purpose This study aims to contribute by showing that although artificial intelligence (AI) practitioners have been faster to adapt, redefine and improve their remote working performance for routine tasks, they have instead decreased their tacit knowledge sharing and ability to perform extra tasks and manage the diverse time allocation. Design/methodology/approach Based on a grounded theory study of 57 in-depth interviews, conducted before the outbreak of the pandemic and after, this study investigates how remote work as a pandemic response measure affected AI practitioners. Findings Although remote working was a reality for AI practitioners before the COVID-19 pandemic, the overall remote working restrictions appear to have affected tacit knowledge sharing between AI practitioners, with a consequent negative impact on AI project output diversity. Originality/value The interactions of AI practitioners are partly embedded in AI tools and partly in human exchange. During the COVID-19 pandemic, these interactions appear to have become more obvious, even if the consequences have been unforeseen.