Exploring the Dimensions of Fit within Sports Sponsorship

Abstract

A reason for sponsoring events is to garner positive image transference from the event to the sponsor (Gwinner and Eaton 1999; Speed and Thomson 2000). This suggests that perceived fit between the event (sponsee) and the sponsor is important. But fit in sports sponsorship contexts involves more than just that between the sponsee and the sponsor. What also needs to be taken into consideration is the fit between other stakeholders: cosponsors and consumers. This exploratory research seeks to understand the dimensions encompassing fit (or relatedness: see Johar and Pham, 1999) in the sponsorship marketplace. Using semi-structured interviews with sponsorship managers, findings suggest there are six dimensions of fit within sports sponsorship: target market, product endorser image, geography, typicality, complementarity, and clash. Whilst most have received attention by marketing scholars, others, including interactions, have yet to be addressed. Each of these dimensions is identified; conclusions and implications follow.