In support of sport: Examining the relationship between community sport organizations and sponsors |
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| Institution: | 1. University of Waterloo, Canada;2. Western University, Canada;1. University of North Texas, 1155 Union Circle #210769, Denton, TX 76203, United States;2. Lock Haven University, 401 N. Fairview St. Lock Haven, PA 17745, United States;1. University of Oradea,University str. no.1, Oradea 410087, Romania;2. The County Directorate for Sports and Youth Bihor, Mihai Eminescu str. no.11, Oradea 410019, Romania;1. Hochschule für Technik und Wirtschaft Berlin, Fachbereich Wirtschaftswissenschaften I (VG 440), Treskowallee 8, 10318 Berlin, Germany;2. Technische Universität Berlin, Lehrstuhl für Finanzierung und Investition, Str. des 17. Juni 135, 10623 Berlin, Germany;3. Freie Universität Berlin, Fachbereich Wirtschaftswissenschaft, Marketing Department, Otto-von-Simson-Str. 19, 14195 Berlin, Germany;1. University “Valahia” of Târgovi?te, Târgovi?te Bd. Carol I, Nr. 2,130024, România;2. University “Valahia” of Târgovi?te, Târgovi?te Bd. Carol I, Nr. 2,130024, România;1. UTS Business School, University of Technology, Sydney, 1-15 Broadway, Broadway, NSW 2007, Australia;2. Surf Life Saving Australia, Locked Bag 1010, Rosebery, NSW 2018, Australia |
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| Abstract: | Sponsorships are a critical resource for nonprofit community sport organizations (CSOs) that are increasingly experiencing pressure to generate funding beyond their traditional source of membership revenues. In order to optimize this alternative source, it is important to understand the nature of the relationship between CSOs and sponsors and its impact on those clubs. Scales were developed, and presidents of CSOs (N = 189) completed a corresponding survey that measures the extent to which clubs’ relationship with their key sponsor was characterized by various elements of the relationship process and relationship outcomes. Operational competence was a consistent predictor of the impact of the sponsor relationship on club program/operations and community presence, and further enhanced the impact of long-standing sponsorships. Notably, operational competence was perceived to be required to a lesser extent in CSO–sponsor relationships than in the other process elements. Implications for effective CSO–sponsor relationships and directions for future research are presented. |
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| Keywords: | Community sport organizations Interorganizational relationships Sponsors Sponsor relationships Scale development |
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