An International Review of Sponsorship Research

TLDR

Corporate sponsorship of sports, arts, and cultural events has increased dramatically over the past decade, yet academic research on sponsorship as a promotional tool remains sparse. The authors conduct a cross‑disciplinary review of sponsorship research worldwide. The review examines five research streams—nature, managerial aspects, measurement of effects, strategic use, and legal/ethical considerations—providing a critical assessment of each. Based on this analysis, the authors propose theoretical frameworks to guide future research.

Abstract

Abstract Corporate sponsorship of sports, arts, and cultural events has increased dramatically over the past decade. Still, academic research on sponsorship as a promotional tool has been sparse. The authors offer a cross-disciplinary review of research conducted on sponsorship worldwide. Five research streams—nature of sponsorship, managerial aspects of sponsorship, measurement of sponsorship effects, strategic use of sponsorship, and legal/ethical considerations in sponsorship—are examined and critically assessed. On the basis of that analysis, theoretical frameworks are provided to guide future research.