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Sponsorship Evaluation. Edition No. 1

  • ID: 1907871
  • November 2009
  • 256 Pages
  • VDM Publishing House
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The application of and investment in sponsorship globally has been increasing rapidly for over 20 years while the theoretical development and practical ability to evaluate its effectiveness has lagged behind. A strong theoretical foundation and improved evaluation tools are required. Agency Theory and Performance Measurement are adopted in this regard; articulating the sponsor-sponsee relationship as an example of the principal-agent relationship. This book recognizes the importance of the explicit (formal) and implicit (unwritten) objectives of both sponsor and sponsee in effectively evaluating a sponsorship and focuses on the evaluation of the sponsorship contract in both its explicit and implicit forms. A review of the literature and a series of expert interviews and consultations were used to explore the sponsor- sponsee relationship, and provide the basis for the construction and development of a sponsorship evaluation process model. The process model was then tested by adopting it to evaluate two major sponsorships: Kanatek’s sponsorship of an expedition to Mount Everest, and ATB Bank’s sponsorship of the Edmonton Grand Prix.

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Norm, O'Reilly.
Norm O'Reilly, MBA, PhD, is Associate Professor of Sport Management, David Falk Center for Sport Management, Syracuse University, Visiting Scholar/Lecturer in Accounting, Graduate School of Business, Stanford University, and, formerly, Director, School of Sports Administration and Institute for Sport Marketing, Laurentian University.

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