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Why do all good things come to an end? An inquiry into the discontinuation of sport sponsor–sponsee relationships

2019-01-01Artigo científico Acesso aberto
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dc.contributor.authorvan Rijn, Mark
dc.contributor.authorKristal, Samuel
dc.contributor.authorHenseler, Jörg
dc.contributor.institutionNOVA Information Management School (NOVA IMS)
dc.contributor.institutionInformation Management Research Center (MagIC) - NOVA Information Management School
dc.contributor.pblInternational Marketing Reports Ltd.
dc.date.accessioned2019-03-19T23:24:24Z
dc.date.available2019-03-19T23:24:24Z
dc.date.issued2019-01-01
dc.descriptionvan Rijn, M., Kristal, S., & Henseler, J. (2019). Why do all good things come to an end? An inquiry into the discontinuation of sport sponsor–sponsee relationships. International Journal of Sports Marketing and Sponsorship, 20(2), 224-241. https://doi.org/10.1108/IJSMS-01-2018-0010 ---%ABS1%
dc.description.abstractPurpose: The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a sponsorship dissolution, research on this topic is rather scarce. Design/methodology/approach: The paper relies on an analysis of 24 historical cases and 19 in-depth interviews focusing on the Dutch soccer league. Several sponsorship disruptors are identified and clustered into four categories. Findings: The four categories for sponsorship dissolution are the following: sponsor-related factors, sponsee-related factors, inter-relational factors and external factors. In total, ten sponsorship disruptors are identified: insufficient value creation, objectives achieved, sports results, signal to society, exclusivity, negativity, personal relationship, changed marketing strategy, financial situation and legislation and regulation. Research limitations/implications: This study primarily investigates soccer sponsorship cases. Future research could investigate other sponsorship areas, which could yield different reasons for sponsorship termination. Practical implications: Practitioners are advised to view the sponsorship relationship as a strategic alliance, rather than a resource, from the beginning of the sponsorship. A solid relational framework is needed, which is built around the elements of trust, commitment and collaborative communication. If such a foundation does not exist or has eroded, the sponsorship relationship is fragile and can be endangered by various factors. Originality/value: This study uses inductive reasoning to devise a framework that enables sponsees to anticipate when sponsors are likely to discontinue their sponsorship such that the sponsees can take actions accordingly. Apart from validating existing reasons for sponsorship dissolution, this research also presents novel and previously undiscovered sponsorship disruptors.en
dc.description.versionpublishersversion
dc.description.versionpublished
dc.format.extent17
dc.format.extent301981
dc.identifier.doi10.1108/IJSMS-01-2018-0010
dc.identifier.issn1464-6668
dc.identifier.otherPURE: 12213870
dc.identifier.otherPURE UUID: 594aefd5-77e1-4a8d-9b3b-09d6027a0f61
dc.identifier.otherScopus: 85062682206
dc.identifier.otherWOS: 000467879300002
dc.identifier.urihttp://www.scopus.com/inward/record.url?scp=85062682206&partnerID=8YFLogxK
dc.identifier.urihttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=Alerting&SrcApp=Alerting&DestApp=WOS_CPL&DestLinkType=FullRecord&UT=WOS:000467879300002
dc.identifier.urlhttps://www.scopus.com/pages/publications/85062682206
dc.identifier.urlhttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=Alerting&SrcApp=Alerting&DestApp=WOS_CPL&DestLinkType=FullRecord&UT=WOS:000467879300002
dc.language.isoeng
dc.peerreviewedyes
dc.subjectHistorical analysis
dc.subjectIn-depth interviews
dc.subjectSoccer
dc.subjectSponsorship termination
dc.subjectSponsor–sponsee relationships
dc.subjectBusiness and International Management
dc.subjectFinance
dc.subjectMarketing
dc.titleWhy do all good things come to an end? An inquiry into the discontinuation of sport sponsor–sponsee relationshipsen
dc.typejournal article
degois.publication.firstPage224
degois.publication.issue2
degois.publication.lastPage241
degois.publication.titleInternational Journal of Sports Marketing and Sponsorship
degois.publication.volume20
dspace.entity.typePublication
rcaap.rightsopenAccess

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