The soccer club-sponsor relationship: identifying the critical variables for success
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 July 2007
Abstract
This study examines professional soccer sponsorship as a business-to-business relationship and explores key dimensions of sponsorship success in the context of the English Premier League and the German Bundesliga. The findings suggest that commitment, satisfaction and cooperation positively influence the success of sponsorships; trust and effective communication do not emerge as significant variables. The implications for soccer clubs and sponsors are discussed and avenues for further research are suggested.
Keywords
Citation
Böhler, A.W., Heffernan, T.W. and Hewson, P.J. (2007), "The soccer club-sponsor relationship: identifying the critical variables for success", International Journal of Sports Marketing and Sponsorship, Vol. 8 No. 4, pp. 4-22. https://doi.org/10.1108/IJSMS-08-04-2007-B003
Publisher
:Emerald Group Publishing Limited
Copyright © 2007 by Winthrop Publications Limited