A conceptual framework towards understanding the relationship between a sport organization and its sponsors

Abstract

The sponsorship partnership between sponsor and sponsored when analyzing the business-to-business (B2B) relationship has been little investigated. However, there is much research in other areas, which allows valuable views on the subject. The relationship quality in this B2B partnershipis very important in creating, improving and maintainingthe partnership and it is critical to understand the correlations that happens in this relationship. Therefore, we propose a conceptual framework of the sport sponsor-sponsored relationship quality that focuses on the dynamic interactions of this relationship. This framework tries to highlight the importance of relationship marketing in the sport context and more specifically when one addresses sponsorships. First it is specified what relationship marketing is consisted of. Then provided an overview of sponsorships and their goals. Finally, it is argued how these interactions play in this relationship and what is the role of each in the partnership. (English) [ABSTRACT FROM AUTHOR]