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  • 1.
    Toscani, Giulio
    et al.
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
    Prendergast, Gerard
    ARTS SPONSORSHIP VERSUS SPORTS SPONSORSHIP: WHICH IS BETTER FOR  MARKETING STRATEGY?In: Journal of Nonprofit & Public Sector Marketing, ISSN 1049-5142, E-ISSN 1540-6997Article in journal (Refereed)
    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.

  • 2.
    Toscani, Giulio
    et al.
    KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial Marketing and Entrepreneurship.
    Prendergast, Gerard
    Hong Kong Baptist Univ, Hong Kong, Hong Kong, Peoples R China..
    Sponsees: the silent side of sponsorship research2018In: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 36, no 3, p. 396-408Article, review/survey (Refereed)
    Abstract [en]

    Purpose To date the vast majority of sponsorship research has focused on the perspective of sponsors. The purpose of this paper is to use this research to identify factors that sponsored institutions and organizations (sponsees) should be cognizant of before entering into a sponsorship arrangement, and to propose a research agenda based on these factors. Design/methodology/approach The authors leverage sponsorship research that has been published in business journals with an impact factor above 0.5 (Reuters, 2015). Findings This paper argues that sponsees should be aware of the benefits that sponsorship brings to sponsors so that they can better appeal to potential sponsors. A sponsee also needs to be aware of the impact a sponsorship partnership may have on its own brand, image, and equity. Research limitations/implications This is a conceptual paper grounded in the literature that aims to stimulate further research in the domain of sponsorship and provide deeper understanding for sponsees. Empirical research addressing the research questions posed is required. Practical implications In a holistic manner, this literature review offers insights into factors that sponsees should consider before entering a sponsorship relationship. Originality/value Previous research in the sponsorship domain has focused primarily on dyadic sponsors. This paper considers sponsorship from the sponsee's perspective.

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