An international review of sponsorship research: extension and update

TLDR

This article extends and updates a prior review of 80 Anglo‑Saxon sponsorship studies by adding 66 European studies and 87 newer studies, thereby mapping the global evolution of sponsorship research and highlighting future research directions. The authors expanded the review by incorporating these additional studies, broadening the scope of sponsorship research. The review finds that while research on sponsorship effects and strategic management has advanced and consumer perception has improved, the field remains overly focused on consumer goods and service firms in sports sponsorship, neglecting other institutions, objectives, areas, functional affiliations, and budgeting processes.

Abstract

This article extends and updates an existing review of 80 Anglo-Saxon studies on sponsorship published prior to 1996 with contributions of European origin (66 additional studies) and studies published subsequently (87 additional studies). It thus gives an account of the evolution and current state of sponsorship research worldwide and points out new research directions. Over the past six years there have been clear advances in research into, and evaluation of, sponsorship effects and strategic sponsorship management. There has also been a notable shift towards a better understanding of how sponsorship is perceived by the end consumer. Overall, however, research is focused too much on consumer goods and service companies pursuing awareness and image objectives while engaged in sports sponsorship. Other types of institutions, other sponsorship objectives and other sponsorship areas are widely neglected. The same is true of the functional affiliation of sponsorship within the firms and sponsorship budgeting processes.