What is it about?

Sponsorship is really an agreement by one person, to support another. In the non-profit and corporate world, non-profits seek out sponsorship (either funds or in-kind donations), from corporations to assist them in their activities. This is well known. However, sponsorship is often more complicated than this. The paper we've written looks at sponsorship from different perspectives, These perspectives can be considered "frameworks" that managers may be familiar with, and include (1) the resource-based view, (2) the resource dependency perspective, (3) institutional theory, and (4) social network theory. Even if you are not familiar with these theories, the idea is that looking at a sponsorship relationship from a different perspective, can help understand that relationship. An example is given which provides clarification.

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Why is it important?

Sponsorship and more creative ways for companies to give back to the community and maintain a positive public image are initiatives which companies are interested in. Yet they are not straightforward exchanges. In fact for a sponsorship to work well, it needs to have many facets. This paper helps explore these potential facets, and may help those seeking or granting sponsorships to examine their own activities in a new way.


I used to do fund-raising, and sought out sponsorships from companies. Had I had this more mature and holistic thinking about sponsorships, it would have helped!

Dr Kate Daellenbach
Victoria University of Wellington

Read the Original

This page is a summary of: Understanding sponsorship and sponsorship relationships—multiple frames and multiple perspectives, International Journal of Nonprofit and Voluntary Sector Marketing, January 2006, Wiley, DOI: 10.1002/nvsm.39.
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