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dc.contributor.authorBloxsome, Ellen
dc.contributor.authorE. Voges, Kevin
dc.contributor.authorPope, Nigel
dc.date.accessioned2017-05-03T12:47:07Z
dc.date.available2017-05-03T12:47:07Z
dc.date.issued2011
dc.date.modified2012-04-03T23:01:24Z
dc.identifier.issn22511571
dc.identifier.urihttp://hdl.handle.net/10072/44210
dc.description.abstractSport sponsorship is a particular case within the sponsorship industry. It is distinct from the more philanthropic forms of sponsorship, which appear to be less motivated by commercial objectives, and which generally achieve less significant commercial returns (Calderon-Martinez, Mas-Ruiz & Nicolau-Gonzalbez, 2005). In this paper, the advantages of sport sponsorship are reviewed to identify why sport sponsorship is more popular than other forms of sponsorship. Despite this popularity, the sponsorship of sporting events and individuals also carries some risks. In this paper, we also review the risks, including generic risks such as the risk of news media reporting that is interpretive rather than objective. Other risks relate more directly to sports, particularly the effects of winning and losing on audience attitudes (or sponsorship objectives), and the impact of off-field behaviour otherwise unrelated to the event threatening the objectives of corporate sport sponsorship.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent679397 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherInternational Journal Organisation
dc.publisher.placeSingapore
dc.publisher.urihttp://www.theinternationaljournal.org/ojs/index.php?journal=tij
dc.publisher.urihttp://www.theinternationaljournal.org/ojs/index.php?journal=tij&page=article&op=view&path[]=491
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom133
dc.relation.ispartofpageto145
dc.relation.ispartofissue8
dc.relation.ispartofjournalResearch Journal of Social Science & Management
dc.relation.ispartofvolume1
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Communications
dc.subject.fieldofresearchcode150502
dc.titleSport Sponsorship: Appeal and Risks
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dcterms.licensehttp://creativecommons.org/licenses/by/3.0/
gro.facultyGriffith Business School, Graduate School of Management
gro.rights.copyright© The Author(s) 2011. For information about this journal please refer to the publisher’s website or contact the author[s]. Articles are licensed under the terms of the Creative Commons Attribution 3.0 License (http://creativecommons.org/licenses/by/3.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
gro.date.issued2011
gro.hasfulltextFull Text
gro.griffith.authorPope, Nigel K.
gro.griffith.authorBloxsome, Ellen L.


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