The involvement of small businesses in sport sponsorship

Abstract

Abstract Small businesses are extensively involved in the sponsorship of sport teams and events. However, there has been virtually no examination of the rationale for this involvement. This paper examines the manner in which small business owners make decisions about sport sponsorships and the way in which sponsorships serve as a strategic resource for these type of organizations. The results show that sponsorship decisions often reflect the personal preferences of the small business owners. There are few formalized policies to guide these decisions and rarely are sponsorships the result of any long term planning. Sponsorships serve as a strategic resource for small businesses in that they help present an image of a socially responsible organization, they influence non-consumer audiences, and are used to counteract the sponsorship initiatives of rival businesses.