Arts sponsorship versus sports sponsorship: Which Is better for marketing strategy?

Giulio Toscani, Gerard Prendergast

Research output: Contribution to journalArticle in a journalpeer-review


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.
Original languageEnglish
Pages (from-to)428-450
Number of pages23
JournalJournal of Nonprofit and Public Sector Marketing
Issue number4
Early online date9 Oct 2018
StatePublished - 8 Aug 2019
Externally publishedYes


  • Arts sponsees
  • arts sponsorship
  • marketing
  • sponsorship
  • sports sponsorship


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