At a time when football clubs are seeking to enhance revenue streams and shirt sponsors are looking to add value to their deals, selecting the right sponsorship partner and professionally managing a deal with them has never been more important.
“When football shirt sponsorship contracts are agreed, football clubs and shirt sponsors normally make announcements about their commitment to one another. The question is: what does ‘making a commitment’ actually mean?” says sports marketing expert Mr Simon Chadwick of Leeds University Business School.
Mr Chadwick’s research into the complex relationship between football clubs and shirt sponsors shows that there are key determinants of sponsorship commitment, including: the degree of trust; the nature of their communications; the geographic location of their relationship partner; the perceived benefits of their relationship; the extent to which they share organisational values; their perceived contractual obligations; the influence of their informal relationships and social networks and the existence of opportunistic tendencies.
Mr Chadwick believes that there are key implications of his research for both football clubs and shirt sponsors:
“The nature of commitment is commonly associated with relationship longevity and durability, a willingness to maintain a valued relationship, and loyalty,” says Mr Chadwick, “but this is not necessarily the case here; the figures reported for sponsorship deals often show they are short-term. In the past, clubs have traditionally chased revenue, whilst sponsors have sought to associate with the popularity of football. But this is changing, because clubs and sponsors are starting to recognise the need to take a different view of the way in which they manage their relationship.
“By understanding the reasons why partners commit and identifying the type of partner they are, football clubs and shirt sponsors are more likely to have a positive experience of their relationship,” he says.
Mr Simon Chadwick | alfa
Geographers provide new insight into commuter megaregions of the US
01.12.2016 | Dartmouth College
Sustainable Development Goals lead to lower population growth
30.11.2016 | International Institute for Applied Systems Analysis (IIASA)
Physicists of the University of Würzburg have made an astonishing discovery in a specific type of topological insulators. The effect is due to the structure of the materials used. The researchers have now published their work in the journal Science.
Topological insulators are currently the hot topic in physics according to the newspaper Neue Zürcher Zeitung. Only a few weeks ago, their importance was...
In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.
Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...
Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...
A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.
Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...
In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.
“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...
16.11.2016 | Event News
01.11.2016 | Event News
14.10.2016 | Event News
09.12.2016 | Life Sciences
09.12.2016 | Ecology, The Environment and Conservation
09.12.2016 | Health and Medicine