Modelling Sport Sponsorship Selection Decisions

Abstract

This exploratory study uses qualitative approaches to investigate the process of sponsorship choice by drawing on concepts from the buyer-behaviour and decision-making literatures. Particular attention is placed on the types of organisational purchases, buying-centre composition and decision-making models. These issues are addressed individually and subsequently integrated to develop a conceptual model that is used as an analytical framework for the study. The model is extended by the introduction of empirical evidence generated through interviews with current sponsors of sport. The findings heighten appreciation of the complexities of the sponsorship-selection process and are used as a basis for providing guidance to both sporting organisations and corporate sponsors.