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Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?

Journal of nonprofit & public sector marketing, 2019-08, Vol.31 (4), p.428-450 [Peer Reviewed Journal]

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Title:
Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?
Author: Toscani, Giulio ; Prendergast, Gerard
Subjects: Arts sponsees ; arts sponsorship ; marketing ; sponsorship ; sports sponsorship
Is Part Of: Journal of nonprofit & public sector marketing, 2019-08, Vol.31 (4), p.428-450
Description: This paper identifies the distinctive features of nonprofit arts sponsorship relative to profit driven sports sponsorship and shows that although arts sponsorship has been little researched, it is a potentially important means of marketing. The methodology employed was a literature review on sponsorship that attempted to distinguish arts sponsorship from sports sponsorship. Then, we present the findings from 23 in-depth interviews with arts sponsee managers, to reveal how they see themselves (as sponsees) being differentiated from sports sponsees. The literature and interview findings are brought together in a discussion that highlights the differences between arts sponsorship and sports sponsorship in terms of target audience, the relationship cost/benefit, range of emotions elicited, awareness, marketing metrics, goodwill, and learning potential. Finally, suggestions are made for future research.
Publisher: Routledge
Language: English
Identifier: ISSN: 1049-5142
EISSN: 1540-6997
DOI: 10.1080/10495142.2018.1526748
Source: Taylor & Francis Open Access

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