Towards a cyclical framework for the investigation and management of elite level sponsorships

Karg, Adam and Turner, Paul 2008, Towards a cyclical framework for the investigation and management of elite level sponsorships, in SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association, SMA, [Gold Coast, Queensland], pp. 1-9.

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Title Towards a cyclical framework for the investigation and management of elite level sponsorships
Author(s) Karg, Adam
Turner, Paul
Conference name Sport Marketing Association (6th : 2008 : Gold Coast, Queensland)
Conference location Gold Coast, Queensland
Conference dates 16 - 19 July 2008
Title of proceedings SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association
Editor(s) [Unknown]
Publication date 2008
Conference series Sport Marketing Association
Start page 1
End page 9
Publisher SMA
Place of publication [Gold Coast, Queensland]
Summary Sponsorship is a growing marketing communications tool which can produce unmatched results when used effectively. As such, rigid and applicable management frameworks are of critical importance as the discipline continues to develop. A conceptual review of existing sponsorship management frameworks and their common components are presented before an alternate cyclical management framework is derived. A series of case studies with organizations investing in elite level, million dollar sport sponsorship was used as the research strategy. Data was collected through qualitative interviews with within and cross case analysis used to identify trends. Five pillars of evidence supported the view that sponsorships were viewed and managed by corporate sponsors under a cyclical framework. The cyclical framework allows for interrelations between sponsorship management components to be better identified and investigated, and demonstrate how a cyclical view of management can aid the ongoing creation of value in long term sponsorships.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, SMA
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018308

Document type: Conference Paper
Collection: School of Management and Marketing
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