Sport Sponsorship Should... A Process Model for the Effective Implementation and Management of Sport Sponsorship Programmes

Dave Arthur
Don Scott
Terry Woods
Ray Booker

Sport sponsorship is now a commercially-orientated and entrenched marketing tool utilised by many corporations on a worldwide basis. A great deal has been written on the subject by academics and non-academics alike. This paper aims to assimilate most of what has already been justified by research into a logical and useful guide for organizations either already engaged in, or hoping to undertake, a sport sponsorship programme. The Process Model of Sport Sponsorship Implementation developed from the reseacrh therefore represents the basic requirements for the effective use of the sponsorship medium to achieve communication objectives.