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Progression of the management of sports sponsorship in Spain. 22th Century?
Abstract
Economic crises deepen the wit and it is a suitable period to gamble and innovate. Prior to the current situations, they have brought about them new paradigms in the field of communication, fruit of this need for change that leads to a sector or market affected by the economic downturn. The sponsorship, as a technique of communication, has lived it; and at the present time it must reinvent itself and adapt and progress. This paper defends that the sponsorship in the sport area must be managed under a relational perspective and/or network, working to forge relationships that allow to the managers to take advantage of synergies between the participating entities.
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Corporate sponsorship of sports, arts, and cultural events has increased dramatically over the past decade. Still, academic research on sponsorship as a promotional tool has been sparse. The authors offer a cross-disciplinary review of research conducted on sponsorship worldwide. Five research streams—nature of sponsorship, managerial aspects of sponsorship, measurement of sponsorship effects, strategic use of sponsorship, and legal/ethical considerations in sponsorship—are examined and critically assessed. On the basis of that analysis, theoretical frameworks are provided to guide future research.
Despite the fact that commercial sponsorship nowadays is a common phenomenon with salient effects on different aspects of developed societies at large (e.g. sports, the arts, the public sector, the media), academic research interest in this closely marketing-related field seems to be rather low. Although there have been significant changes in marketing thinking during the 1990s, current research on sponsorship seems to be “stuck” in the more traditional, marketing-mix management – and mass communicative effects-based discourse. This paper aims at presenting a theoretical overview of how current sponsorship research could be developed further by applying the basic ideas and concepts provided by the interaction/network approach to the study of sponsorship-related phenomena. Adopting an interaction/network perspective means that, instead of measuring the mass-communicative effects on various audiences, the focus is on understanding the development of sponsorship relationships and networks, as well as on interpersonal communication processes going on between the sponsorship parties.
Following recent increases in the financial value of sport sponsorship programs, some commentators believe this has been accompanied by the development of sponsorship management practices. Despite this, there are still widespread concerns about some of these practices. This study therefore sets out to examine and comment upon the practice of sponsorship management from an English perspective, specifically in soccer. This is an area of sponsorship that has previously been examined and is a sport in which there have been significant commercial developments in recent years. Using face-to-face interviews and questionnaires, 43 corporations provided information about their sponsorship programs. While there is some evidence of good practice, a continuing failure to effectively manage sport sponsorship programs is clear. The study thus concludes by making recommendations about the future development of sport sponsorship management.The authors would like to acknowledge the contribution made by Victoria Wynn during the formative stages of the study.