The Raising of Corporate Sponsorship: A Behavioral Study

Abstract

Research was conducted in order to define a 'buyer behaviour' process for the 'purchase' of sponsorship at a corporate level. A series of interviews was carried out with a number of organizations that are currently involved in sponsorship of varying kinds. A consideration was made to include a balance of sponsorship types; small and large, as well as Arts, Sport and Events although no attempt was made to identify how the process differs across sponsorship type. Our results show that while sponsorship and fundraising are flipsides of the same coin from the non-profit sponsorship seeker's perspective, the sponsorship provider sees the act of sponsorship as a commercial profit-making venture. This is a conundrum that has wide reaching consequences for the sector.

Examining the Influence of the Individual in Arts Sponsorship Decisions

“…The finding that there was a key individual was not surprising and is in support of literature in decision making, sponsorship and corporate philanthropy (e.g., Brennan et al, 2012;Cantrell et al, 2008;Drumwright, 1994). In addition to this however, certain characteristics of these advocates emerged from the analysis, and will now be discussed.…”

“…With this change, companies have responded via the establishment of more formal programs and procedures for evaluating, and managing their sponsorships (Cornwell, 2008). However, even in this new era of more strategic sponsorship, the formal roles of individuals involved has been found to vary (Brennan, Binney, & Brady, 2012). While individuals are therefore noted, as is the changing climate, little research attention has been given to understanding the potential for individual influence, within this environment of potentially greater formality.…”

Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?

“…Unfortunately arts sponsorship metrics seem to be still underdeveloped, perhaps because such sponsorship is seen as being more associated with philanthropy where marketing metrics are not necessary (Brennan, Binney, & Brady, 2012). Again teasing out some regional nuances, our interview data suggested the possibility that Latin/Mediterranean respondents have a more philanthropic approach to sponsorship and consequently to metrics, while Anglo-Saxon respondents have a stronger marketing approach to sponsorship and are clearer in their mind that sports is their competitor in the sponsorship arena.…”

Social Entrepreneurship in Professional Sports: Antecedents and Outcomes from the Consumer Perspective

“…The use of pattern breaking or innovation to create social values drives social entrepreneurship [38,39]. Researchers have argued that social entrepreneurship has a clear social objective, which is related to how social entrepreneurs assess opportunities [21,40,41]. Therefore, the innovation and opportunity of a parent company, as perceived by sports spectators, are positively correlated with perceived social entrepreneurship; thus, we propose H1.…”

“…Baron argued that social entrepreneurs prefer to establish a company focused on CSR rather than a profit-seeking firm if they receive entrepreneurial social satisfaction from forming a CSR company [42]. Moreover, studies have indicated that perceived responsibility to society or community and CSR may be one of the factors that supports social entrepreneurship [8,40]. Hence, the CSR perceived by spectators of a parent company is positively correlated with perceived social entrepreneurship; thus, H2 is proposed.…”