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
The competitive edge: Dietary competition played a key role in the evolution of early primates
01.08.2018 | Grand Valley State University
Diversity and education influence India’s population growth
31.07.2018 | International Institute for Applied Systems Analysis (IIASA)
Scientists develop first tool to use machine learning methods to compute flow around interactively designable 3D objects. Tool will be presented at this year’s prestigious SIGGRAPH conference.
When engineers or designers want to test the aerodynamic properties of the newly designed shape of a car, airplane, or other object, they would normally model...
Researchers from TU Graz and their industry partners have unveiled a world first: the prototype of a robot-controlled, high-speed combined charging system (CCS) for electric vehicles that enables series charging of cars in various parking positions.
Global demand for electric vehicles is forecast to rise sharply: by 2025, the number of new vehicle registrations is expected to reach 25 million per year....
Proteins must be folded correctly to fulfill their molecular functions in cells. Molecular assistants called chaperones help proteins exploit their inbuilt folding potential and reach the correct three-dimensional structure. Researchers at the Max Planck Institute of Biochemistry (MPIB) have demonstrated that actin, the most abundant protein in higher developed cells, does not have the inbuilt potential to fold and instead requires special assistance to fold into its active state. The chaperone TRiC uses a previously undescribed mechanism to perform actin folding. The study was recently published in the journal Cell.
Actin is the most abundant protein in highly developed cells and has diverse functions in processes like cell stabilization, cell division and muscle...
Scientists have discovered that the electrical resistance of a copper-oxide compound depends on the magnetic field in a very unusual way -- a finding that could help direct the search for materials that can perfectly conduct electricity at room temperatur
What happens when really powerful magnets--capable of producing magnetic fields nearly two million times stronger than Earth's--are applied to materials that...
The quality of materials often depends on the manufacturing process. In casting and welding, for example, the rate at which melts solidify and the resulting microstructure of the alloy is important. With metallic foams as well, it depends on exactly how the foaming process takes place. To understand these processes fully requires fast sensing capability. The fastest 3D tomographic images to date have now been achieved at the BESSY II X-ray source operated by the Helmholtz-Zentrum Berlin.
Dr. Francisco Garcia-Moreno and his team have designed a turntable that rotates ultra-stably about its axis at a constant rotational speed. This really depends...
08.08.2018 | Event News
27.07.2018 | Event News
25.07.2018 | Event News
14.08.2018 | Information Technology
14.08.2018 | Life Sciences
14.08.2018 | Life Sciences