The Sponsorship Motive Matrix (SMM): A Framework for Categorising Firms’ Motives for Sponsoring Sports Events

Abstract

Though there is a large body of literature and research on sponsorship of sports events, it seems that previous research on firm sponsorship of sports events has narrowly focused on sponsorship from a customer perspective. Consequently, research on sponsorship from a firm perspective is lacking. Specifically, it seems that no study has investigated and identified the main factors that motivate the sponsorship of sports events. This article begins with exploring firms’ motives for sponsorship found in the literature, and identifies two fundamental pairs of contrastive orientations related to sponsorship motives: internal versus external motives and opportunistic versus altruistic motives. Next, we combine the four fundamental motivational orientations into a two-way matrix that constitutes a framework for categorising firms’ motivations for sponsoring sports events. We also explore and elaborate the framework more fully in a qualitative study. On the basis of empirical findings, we identify four general or ideal types of motivational categories that reflect the combination of firms’ fundamental and contrastive orientations related to sponsorship motives. The main or ideal types of sponsorship motivational categories are labelled “market”, “society”, “bond” and “clan”. The final framework, displaying firms’ four main categories or ideal types of sponsorship motives, is referred to as the Sponsorship Motive Matrix (SMM). We conclude with suggestions for future research and a discussion of the implications that can be drawn from the SMM framework.

Elite versus grassroots sports events sponsorship in China: an exploration of sponsors’ motives and objectives

“…Additionally, considering that consumers' perceptions of CSR positively impact their attitudes toward the brands and purchase intention (Lacey et al, 2010), Company D also aimed to attract consumers. Therefore, even if sponsorship is motivated by altruistic motive, the egoistic motive is included (Sl atten et al, 2017) Compared to grassroots sport events, when companies respond to the government and authorities' resource needs in elite sport events, this motive can be interpreted as an explicit obligation of sponsors (see the differences and similarities in Figure 1). This motive originates from "stakeholder pressure or expectations" (Woisetschl€ ager et al, 2017, p. 122).…”

“…Companies whose products have links to the sports events had a clear market-related objective (Sl atten et al, 2017). Company G explained, "once we have caught the attention of targeted customers, we can recommend activities to them and let them register member cards."…”

“…, 2017). Slåtten et al. (2017) defined the motive driven by self-interest and the benefits of the company as the opportunistic motive, which conveys the same meaning as egoistic motive.…”

“…Companies participate in sponsorship due to the external factors such as customers and corporate values. Additionally, there are inner reasons for investing in sports events, such as the commitment to employees and engagement with other stakeholders (Sl atten et al, 2017). As a corporate strategy, sponsorship helps companies accomplish their objectives (Cornwell, 2020), which represents what companies aim to achieve (Meenaghan, 1983).…”

“…Companies participate in sponsorship due to the external factors such as customers and corporate values. Additionally, there are inner reasons for investing in sports events, such as the commitment to employees and engagement with other stakeholders (Slåtten et al. , 2017).…”