Strategic nature of sport sponsorization

Trevor Slack

Tim Berrett

Original Language

Cite this article

Slack, T. (1997). Strategic nature of sport sponsorization. Apunts. Educación Física y Deportes, 49, 31-39.



The article its about sponsorship. Concretely company sponsorship understood as the contribution in money or in kind of a company, to an activity (in our case a team, event or sports organisation) with the aim of reaching company objectives. The .first part reviews previous studies, in particular, their contributions and limitations. In continuation, the methodology with which the investigation has been carried out is detailed. The results are centred on the following three points: the relation of the sponsorship to the general company strategy, the decision to sponsor and sponsorship as a strategic success. The conclusion, points out the importance of knowing the sponsoring strategies of companies so that clubs can negotiate the best financial conditions for themselves.

ISSN: 2014-0983

Published: July 01, 1997