Exploring the value sponsors co-create at a charity sport event: a multiple stakeholder perspective of sport value
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Accepted Manuscript (AM)
Author(s)
Daigo, Ebbe
Filo, Kevin
Griffith University Author(s)
Year published
2021
Metadata
Show full item recordAbstract
The charity sport event experience is created by a wide array of stakeholders. This research explores value co-creation for charity sport event sponsors. Specifically, the purpose of the current research is to examine charity sport event sponsors’ and managers’ perceptions of how sponsors co-create value in the charity sport event context. Semi-structured interviews were conducted with charity sport event sponsors (n = 5) and charity sport event managers (n = 5). Within the interviews with sponsor representatives, one theme, sponsor contributions as symbolic contributions, and two categories: giving beyond financial contribution ...
View more >The charity sport event experience is created by a wide array of stakeholders. This research explores value co-creation for charity sport event sponsors. Specifically, the purpose of the current research is to examine charity sport event sponsors’ and managers’ perceptions of how sponsors co-create value in the charity sport event context. Semi-structured interviews were conducted with charity sport event sponsors (n = 5) and charity sport event managers (n = 5). Within the interviews with sponsor representatives, one theme, sponsor contributions as symbolic contributions, and two categories: giving beyond financial contribution and internal awareness were uncovered. One theme, sponsors as event advocates, and two categories, cause amplification and employee participation, emerged from the interviews with event managers. The interviews also revealed similarities in the perceptions of sponsor managers and event managers in that sponsor employees are viewed as important advocates for the cause and partnership. Meanwhile, differences between the two groups emerged as event managers spoke explicitly about importance of financial contributions from the sponsors, while sponsorship managers highlighted how the sponsorship went beyond the monetary aspects. The findings can be integrated into event management strategy to create off-site event initiatives and to use digital storytelling facilitate engagement between the event and sponsor.
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View more >The charity sport event experience is created by a wide array of stakeholders. This research explores value co-creation for charity sport event sponsors. Specifically, the purpose of the current research is to examine charity sport event sponsors’ and managers’ perceptions of how sponsors co-create value in the charity sport event context. Semi-structured interviews were conducted with charity sport event sponsors (n = 5) and charity sport event managers (n = 5). Within the interviews with sponsor representatives, one theme, sponsor contributions as symbolic contributions, and two categories: giving beyond financial contribution and internal awareness were uncovered. One theme, sponsors as event advocates, and two categories, cause amplification and employee participation, emerged from the interviews with event managers. The interviews also revealed similarities in the perceptions of sponsor managers and event managers in that sponsor employees are viewed as important advocates for the cause and partnership. Meanwhile, differences between the two groups emerged as event managers spoke explicitly about importance of financial contributions from the sponsors, while sponsorship managers highlighted how the sponsorship went beyond the monetary aspects. The findings can be integrated into event management strategy to create off-site event initiatives and to use digital storytelling facilitate engagement between the event and sponsor.
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Journal Title
Sport Management Review
Copyright Statement
This is an Author's Accepted Manuscript of an article published in Sport Management Review, 18 Oct 2021, copyright Sport Management Association of Australia and New Zealand, published by Taylor & Francis, available online at: https://doi.org/10.1080/14413523.2021.1975401
Note
This publication has been entered in Griffith Research Online as an advanced online version.
Subject
Marketing
Sport and leisure management
Social Sciences
Hospitality, Leisure, Sport & Tourism
Management
Social Sciences - Other Topics
Business & Economics