The dynamics of relationship marketing in international sponsorship networks

Abstract

PurposeWhile various scholars have identified relationship marketing objectives as a rationale for sports sponsorship engagement, analytic investigations of the implications of a relational approach to the corporate sponsorship network have been slow to materialize. The purpose of this paper is to advance the discussion of sponsorship as a means of industrial sports marketing towards a network conceptualization, which can be dissected from both the perspective of the sponsoring firms and that of the sponsored enterprise.Design/methodology/approachThis paper employs an illustrative case‐based approach to the application of network analysis tools as a means of exploring the relationship marketing dynamics of corporate sponsorship portfolios.FindingsSeveral research propositions and applicable network analytics are presented within the context of Formula One racing team sponsorship portfolios. The concepts of network range, density, power, growth, and social capital are explored in regards to their influence on network actors and prospective actors.Practical implicationsThough often neglected in sponsorship research, B2B relational objectives are the focus of this paper, where various evaluative methods are suggested and their dynamic implications illustrated.Originality/valueBy utilizing an international contextual case and explicating several analytic network measures, this research extends the investigation of sports sponsorship beyond the image and awareness‐based objectives that have dominated this area of research. This application of social network analysis to the study of inter‐organizational networks in sport builds on the discussion of sponsorship as a bilateral relationship and advances the dialog towards a broader exploration of corporate sponsors and sport enterprises as network partners.

Sponsor networks and business relations orchestrated by team sports clubs

“…Accordingly, although business reasons dominate, social motives (such as a local interest in supporting professional sport) also seem to contribute to a sponsor's commitment to networks. The local commitment perspective of this study is unique to the field since most other studies on sponsor networks deal with international high-profile events with sponsors not linked to a local community (Cobbs, 2011;Morgan et al, 2014;Olkkonen, 2001). On the other hand, the sponsorship literature is rich in examples of community engagement and local commitment (Wagner and Nissen, 2015;Zinger and O´Reilly, 2010); thus, our study on local networks links the network literature to sponsorship research.…”

“…Investigating a network related to a Formula One team, Cobbs (2011) shows that a relational network approach reveals new inter-organizational potentials for the sponsors. In a similar Morgan et al (2014) recently investigated an international sporting event in order to examine the relationship between the sporting event and its sponsors.…”

Social network analysis in sport research: an emerging paradigm

“…Inter-organizational Networks describe structures between organizations. In our review, Inter-organizational Networks were identified in two domains: 'Sport management' (Cobbs, 2011;Cousens et al, 2012;Sallent et al, 2011;Seevers et al, 2010) and 'Sport-related scientific literature ' (Agull o-Calatayud et al, 2008;Bruner et al, 2010;Love & Andrew, 2012;Quatman & Chelladurai, 2008a). While in the sport management studies relations among organization are analyzed, the studies on sport literature considered groups of authors and publications (i.e.…”

Supporting Causes: Non-Profit Sponsorship of Gay Games IX

“…Wilkinson (1993) writes that the early days of sponsorship featured sponsorship primarily born of philanthropic ideals; companies did not see sponsorship as an important factor in achieving their business objectives. More recently, sponsorship research has shown companies place an increasing importance on the financial return of investment (Lough, 2000;Mullen, Hardy, & Sutton, 2014).Sport sponsorship has also evolved from its early foundations as a philanthropic act to a calculated corporate marketing tactic (Cobbs, 2011;Dolphin, 2003;Jensen and Cobbs, 2014;Lee, Hur, and Sung, 2015). Bennett (1977) writes that motivation is the driving force of behavior that causes individuals to act in a certain way so that needs will be fulfilled.…”