This study identifies the outcomes prioritised by the sponsors of a sport, specifically football. The authors’ novel thesis is that the network collaboration between sponsors as well as with the sponsorship object (i.e. the football club) is a significant determinant of sponsor satisfaction and the likelihood of renewing the sponsorship deal. This perspective has not been adequately addressed in existing sponsorship research.
The authors use an original dataset to empirically analyse networks and their business value for football sponsors. Our data covers sponsors of the Norwegian football club Rosenborg Ballklub (RBK) from 2011 to 2018, which we analyse using regression models.
The results indicate that network effects are extremely important for sponsors in the RBK network. The authors’ analyses also indicate that network effects are more important than exposure.
When planning, sponsors must analyse their motives for being a sponsor and assess how well their network functions by exploring its cohesiveness and scope. It is also very important that the sponsorship object be aware of the value of the network and enable interaction between the sponsors.
This study confirms that functioning networks contribute to the satisfaction and renewal of sponsorships and can attract a growing number of sponsors for sports clubs, thus serving as an important source of income.
