Sport Sponsorship Alliances

Question 1

define “formal” and “informal” governance

Answer 1

informal: unwritten (and often vaguely specified) rules, shared expectations, and norms
formal: rules, laws, contractual obligations, etc

Question 2

What two elements were found to contribute to the satisfaction of the corporate partners? Provide examples.

Answer 2

1. tangible commercial benefits from the sponsor-sponsee alliance,
   - exp: improved perceived CSR
2. valuable relationship support within the partnership.
   - effective communication, stronger inter org relationships, helpful during negotiations etc

Question 3

What types of “value” were derived by the corporate partners and the events? Provide examples.

Answer 3

Globalization “racing for the world”

• Building critical mass
• Gaining competitive strengths through co-option
• Building nodal positions in coalitions
• Reaching new markets
• Leveraging co-specialized resources
• Plugging skill gaps

Question 4

What types of tangible and intangible assets were shared between the sponsor and the property?

Answer 4

Tangible benefits received: Financial resources, Advertising, PR, Point of purchase sales, Images of athletes, logos, marks

Intangible benefits: Values, symbols as represented by the audience/fans, Emotional ties between fans and teams, Customer service

Question 5

What factors hindered positive relationships between corporate partners and sport events/properties and how can these challenges be overcome?

Answer 5

Hindering factors: challenges assessing performance, fear of them revealing vital info to competition/take your market, must share control, etc

overcoming them: subjective measure of performance (input from managers, employee retention/satisfaction, group achievement (tangible/intangible), stock, etc