TY - JOUR
T1 - Arts sponsorship versus sports sponsorship
T2 - Which Is better for marketing strategy?
AU - Toscani, Giulio
AU - Prendergast, Gerard
PY - 2019/8/8
Y1 - 2019/8/8
N2 - 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.
AB - 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.
KW - Arts sponsees
KW - arts sponsorship
KW - marketing
KW - sponsorship
KW - sports sponsorship
UR - http://www.scopus.com/inward/record.url?scp=85054759744&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/850d479f-3a8b-37d8-b53e-f547a4cc5c43/
U2 - 10.1080/10495142.2018.1526748
DO - 10.1080/10495142.2018.1526748
M3 - Article in a journal
SN - 1049-5142
VL - 31
SP - 428
EP - 450
JO - Journal of Nonprofit and Public Sector Marketing
JF - Journal of Nonprofit and Public Sector Marketing
IS - 4
ER -