Tries and conversions: are sports sponsors pursuing the right objectives?

Hartland, Trevor, Skinner, Heather ORCID: https://orcid.org/0000-0002-6505-8073 and Griffiths, Alison (2005) Tries and conversions: are sports sponsors pursuing the right objectives? International Journal of Sports Marketing and Sponsorship, 6 (3). pp. 20-29. ISSN 1464-6668

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Official URL: https://www.emeraldinsight.com/doi/abs/10.1108/IJS...

Abstract

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring sports. This paper aims to examine whether sports sponsors are pursuing the right objectives. It concludes that a deeper understanding of the sponsor's relationship marketing objectives could heighten the sponsor's success, thereby reinforcing and sustaining their own relationship with the sponsoring organisation.

Item Type:	Article
Peer-reviewed:	Yes
Date Deposited:	01 Aug 2018 10:27
Publisher:	Emerald
Additional Information:	This article was originally published in International Journal of Sports Marketing and Sponsorship, published by and copyright Emerald. The published article can be found at https://www.emeraldinsight.com/doi/abs/10.1108/IJSMS-06-03-2005-B005
Divisions:	Faculties > Business and Law
Subject terms:	11 Medical and Health Sciences, 15 Commerce, Management, Tourism and Services, 16 Studies in Human Society
URI:	https://e-space.mmu.ac.uk/id/eprint/621220
DOI:	https://doi.org/10.1108/IJSMS-06-03-2005-B005
ISSN	1464-6668

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