Sport sponsorship as distinctive competence Available to Purchase

Sport sponsorship involves the allocation of scarce resources with the intent of achieving certain organisational objectives (Slack and Bentz, 1996). Consequently, it has frequently been described in the marketing literature as a strategic activity (Carter, 1996; Gilbert, 1988; Otker, 1988). The use of recent developments in the strategic management literature to provide insights that will further our understanding of sport sponsorship, as has been the case in the wider marketing field, therefore appears logical and germane. Unfortunately, this is an avenue of research that has been largely neglected. Although the linkages with strategic management have long been recognised in marketing...