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| Author: | Chadwick, S. Thwaites, D. |
| Title: | Advances in the management of sport sponsorship: fact or fiction? Evidence from English professional soccer |
| Journal: | Journal of General Management
2004 : AUTUMN, VOL. 30:1, p. 39-60 |
| Index terms: | football management sponsorship |
| Language: | eng |
| Abstract: | This paper identifies changes in sponsorship management practices during the period between 1995 and 2004. On the basis of an empirical study of the sponsors of English professional soccer clubs, this study identifies the fact that sponsors are embracing more formal and professional approaches to managing sponsorship contracts. However, there is need for sponsors to employ formal management techniques if the full range of benefits derivable from sponsorship is to be realised. |
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