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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Differences In Effects of Sport and Non-Sport Sponsorship on Sponsor’s Employees
verfasst von : Aila Khan, John Stanton
Erschienen in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
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Corporate sponsorship has long been regarded as a growing communication tool (Olson 2010), with worldwide spending reportedly exceeding $48 billion in 2011 alone (IEG 2012). Corporate sponsorship is differentiated from other forms of organisational altruism, as it is defined as “an investment in cash or kind in an event, team or person, in order to secure sponsor’s access to the commercial potential associated with that selection“ (Meenaghan 1983; p.9). Thus, the definition implies the expectation of a benefit or a return to the sponsor.