Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?

Giulio Toscani*, Gerard P PRENDERGAST

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

This paper identifies the distinctive features of nonprofit arts sponsorship relative to profit driven sports sponsorship and shows that although arts sponsorship has been little researched, it is a potentially important means of marketing. The methodology employed was a literature review on sponsorship that attempted to distinguish arts sponsorship from sports sponsorship. Then, we present the findings from 23 in-depth interviews with arts sponsee managers, to reveal how they see themselves (as sponsees) being differentiated from sports sponsees. The literature and interview findings are brought together in a discussion that highlights the differences between arts sponsorship and sports sponsorship in terms of target audience, the relationship cost/benefit, range of emotions elicited, awareness, marketing metrics, goodwill, and learning potential. Finally, suggestions are made for future research.

Original languageEnglish
Pages (from-to)428-450
Number of pages23
JournalJournal of Nonprofit and Public Sector Marketing
Volume31
Issue number4
DOIs
Publication statusPublished - 8 Aug 2019

Scopus Subject Areas

  • Marketing

User-Defined Keywords

  • Arts sponsees
  • arts sponsorship
  • marketing
  • sponsorship
  • sports sponsorship

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