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ARTS SPONSORSHIP VERSUS SPORTS SPONSORSHIP: WHICH IS BETTER FOR  MARKETING STRATEGY?
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).ORCID iD: 0000-0002-1289-4510
(English)In: Journal of Nonprofit & Public Sector Marketing, ISSN 1049-5142, E-ISSN 1540-6997Article in journal (Refereed) Accepted
Abstract [en]

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 twenty-three in-depth 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.

Keywords [en]
marketing, arts sponsees, arts sponsorship, sports sponsorship, sponsorship
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kth:diva-233329OAI: oai:DiVA.org:kth-233329DiVA, id: diva2:1239125
Note

QC 20180820

Available from: 2018-08-15 Created: 2018-08-15 Last updated: 2018-08-20Bibliographically approved

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Toscani, Giulio
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