Annals of Applied Sport Science (Apr 2019)
The Role of Culture in Sports Sponsorship: an Update
- Sara Keshkar,
- Ian Lawrence,
- Mark Dodds,
- Erin Morris,
- Tara Mahoney,
- Kevin Heisey,
- Francesco Addesa,
- David Hedlund,
- Geoff Dickson,
- Hamid Ghasemi,
- Abdullah Faruq,
- Michael Naylor,
- James Santomier, Jr.
Affiliations
- Sara Keshkar
- Allameh Tabataba’i University, Tehran, Iran
- Ian Lawrence
- Teesside University Business School
- Mark Dodds
- SUNY Cortland, Cortland, New York, USA
- Erin Morris
- SUNY Cortland, Cortland, New York, USA
- Tara Mahoney
- SUNY Cortland, Cortland, New York, USA
- Kevin Heisey
- Liberty University, Lynchburg, Virginia, USA
- Francesco Addesa
- Leeds Beckett University, Leeds, West Yorkshire, UK
- David Hedlund
- College of Professional Studies, St. John’s University, New York, USA
- Geoff Dickson
- La Trobe Business School, Melbourne, Australia
- Hamid Ghasemi
- Payame Noor University, Tehran, Iran
- Abdullah Faruq
- Leeds Beckett University, Leeds, West Yorkshire, UK
- Michael Naylor
- Auckland University of Technology, Auckland, New Zealand
- James Santomier, Jr.
- Sacred Heart University, Fairfield, Connecticut, USA
- Journal volume & issue
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Vol. 7,
no. 1
pp. 57 – 81
Abstract
Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it’s a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article
