... management in sports reveals a notable gap between studies that focus on sponsorship management among sponsors and those examining sponsored parties (Cornwell and Kwon, 2020 ; Morgan et al., 2020). Studies on the perspective of the sponsee as a sports organization have prioritized professional...

...) outcomes of sponsorship investments (e.g. Cornwell and Kwon, 2020 ; Donlan, 2014 ; Morgan, 2019 ; Naidenova et al., 2016). Far fewer empirical analyses of sponsorship management from the sponsee’s perspective are available (Cornwell and Kwon, 2020 ; Morgan et al., 2020 ; Toscani...