Toward the professionalization of sponsorship management in voluntary sports clubs: a comprehensive analysis of components and their specifications

Luc Schulz, Romano Keller-Meier, Grazia Lang, Siegfried Nagel, Raphael Stieger, Torsten Schlesinger
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Abstract

Purpose

Many voluntary sports clubs face financial difficulties and consequently turn to external funding sources. Recent developments suggest that sports clubs have been successful in significantly increasing sponsorship income by professionalizing their sponsorship activities. However, not much is known about how voluntary sports clubs professionalize their sponsorship management (e.g. sponsorship staff). This study seeks to gain a deeper understanding of the components addressed and the practices used by voluntary sports clubs to professionalize their sponsorship.

Design/methodology/approach

An exploratory case study was conducted to gain in-depth insights into voluntary sports clubs’ organizational developments in the context of sponsorship management. Data were collected from six sports clubs through document analyses and problem-centered interviews with decision makers. The data were analyzed using a qualitative content analysis approach, which included both deductive and complementary inductive coding of the data.

Findings

The results show that the components addressed in the professionalization of sponsorship management are reflected in three dimensions: “people and positions” (e.g. sponsorship staff), “structures and processes” (e.g. differentiation of responsibilities), and “strategies and activities” (e.g. sponsorship rights orientation). It was also found that clubs, which have diverse characteristics and levels of professionalization, pursue distinct approaches.

Originality/value

In contrast to studies on professional sports organizations that focus primarily on the sponsor’s perspective, this study sheds light on sponsorship management in sports clubs in the non-profit sector. The findings can help voluntary sports clubs to transform their sponsorship management strategically and increase sponsorship income in the long term.

实现志愿体育俱乐部赞助管理的专业化:组成部分及其规格的综合分析
目的 许多志愿体育俱乐部面临财政困难,因此转向外部资金来源。最近的发展表明,体育俱乐部通过将赞助活动专业化,成功地大幅增加了赞助收入。然而,人们对志愿体育俱乐部如何实现赞助管理(如赞助人员)的专业化了解不多。本研究旨在深入了解志愿体育俱乐部在实现赞助专业化过程中所涉及的内容和采用的做法。通过文件分析和以问题为中心对决策者进行访谈,从六个体育俱乐部收集了数据。研究结果表明,赞助管理专业化所涉及的内容体现在三个方面:结果表明,赞助管理职业化所涉及的内容体现在三个方面:"人员和职位"(如赞助工作人员)、"结构和流程"(如责任分工)以及 "战略和活动"(如赞助权导向)。原创性/价值与主要关注赞助商视角的职业体育组织研究不同,本研究揭示了非营利部门体育俱乐部的赞助管理。研究结果有助于志愿体育俱乐部进行赞助管理战略转型,并从长远角度增加赞助收入。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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