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

    7 Citations (Scopus)


    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
    Issue number4
    Publication statusPublished - 8 Aug 2019

    Scopus Subject Areas

    • Marketing

    User-Defined Keywords

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


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