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Emotional fog versus commercial logic: the key contest in today’s football shirt sponsorship market?

Emotional fog versus commercial logic: the key contest in today’s football shirt sponsorship market?

Room 101,
Foster Court, UCL
(Off Torrington Place WC1 opposite Waterstones Bookstore)

Wednesday 12th January 2005, 6pm-8pm

Given by:

Dr Simon Chadwick, Birkbeck, University of London

Synopsis

Following recent increases in the financial value of football shirt sponsorship deals, some commentators believe this has been accompanied by the development of sponsorship management practices. Despite this, there are still widespread concerns about some of these practices. This seminar therefore sets out to examine and comment upon the practice of shirt sponsorship management in English football. This is an area of sponsorship that has previously been examined, and is an activity in which there have been recent and significant commercial developments. Using face-to-face interviews and questionnaires, 43 companies provided information about their sponsorship programmes. Whilst there is some evidence of good practice, a continuing failure to effectively manage football shirt sponsorship deals is clear. The study thus concludes by making recommendations about the future development of shirt sponsorship management.

Key readings:

  • Chadwick, S., and Thwaites, D. (2004), `Sport sponsorship and endorsements’, in Beech, J., and Chadwick, S., The Business of Sport Management, Financial Times Prentice Hall, Harlow.
  • Chadwick, S, and Thwaites, D. (2004), `Advances in the management of sport sponsorship: fact or fiction? Evidence from English professional soccer’, Journal of General Management, vol. 30, no. 1, pp. 39-60.
  • Cornwell, T.B., and Maignan, I. (1998), `An International Review of Sponsorship’, Journal of Advertising, vol. 26, no. 2, pp. 1-21.
  • Thwaites, D. (1995), `Professional Football Club Sponsorship-Profitable or Profligate’, International Journal of Advertising, vol. 14, pp. 149-164.
  • Walliser, B. (2003), `An international review of sponsorship research: extension and update’, International Journal of Advertising, vol. 22, pp. 5-40.

For further details contact:

Sean Hamil

s.hamil@bbk.ac.uk

Tel: 020-7631 6763

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