An examination of the dyadic relationship between Sports and Sponsors: The Case of the Sydney Olympics

Abstract

In a case study of a Sponsorship dyad, Sydney 2000 Olympics Organising Committee, Mr John Moore, and SponsorTelstra General Manager Sponsorship strategy, Mr Rob Smallwood, shared their views on the mutual obligations which the parties of such a relationship should face. This qualitative study revealed unexpected gaps in the respective expectations of the two organisations, as well as a naive optimism with regards to Ambush marketers.