Schulz, Luc Alexander; Nagel, Siegfried; Lang, Grazia; Stieger, Raphael; Meier, Romano; Schlesinger, Torsten (September 2023). Professionalization of Sponsorship Management in Voluntary Sports Clubs. In: 31st European Association for Sport Management Conference ESAM. Belfast. 12.-15. September 2023.
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Nagel__EASM-Belfast-2023-Conference-Abstracts-11-07-2023-With-Logos-2.pdf - Published Version Available under License BORIS Standard License. Download (195kB) | Preview |
For around 2/3 of voluntary sports clubs (VSCs) in Germany, the financial situation can be
classified as problematic (Breuer & Feiler, 2022). However, a large part of the financial
resources of VSCs is attributed to revenues that cannot be directly influenced (e.g., public
subsidies) or are associated with further liabilities (e.g., membership fees). Accordingly, a
stronger emphasis on sponsorship income and the associated management can be observed as
a functional strategy for increasing club revenues (Hindmarsh, 2020). Current developments
indicate that VSCs have been able to meaningfully increase their sponsorship income in the
recent years (Breuer & Feiler, 2022). Therefore, it can be assumed that professionalization
processes of sponsorship management in VSCs have already been taken place. While the
sponsorship management in professional sports organizations is well investigated (e.g., Dietl
& Schweizer, 2014), the development of sponsorship management in mainly voluntary sports
organizations has not been considered yet. Therefore, how transformative developments of
sponsorship management for VSCs unfold is a "black box" in the current literature. The aim
of this study is to analyze professionalization processes of sponsorship management in VSCs,
which leads to the following research questions: (i) To what extent are sponsorship
management structures transformed during professionalization processes in VSCs? (ii) What
underlying (promoting and hindering) factors determine these processes?
Item Type: |
Conference or Workshop Item (Paper) |
|---|---|
Division/Institute: |
07 Faculty of Human Sciences > Institute of Sport Science (ISPW) 07 Faculty of Human Sciences > Institute of Sport Science (ISPW) > Sport Sociology and Management |
UniBE Contributor: |
Nagel, Siegfried, Lang, Grazia, Stieger, Raphael Yannick, Meier, Romano Marco |
Subjects: |
700 Arts > 790 Sports, games & entertainment |
Language: |
English |
Submitter: |
Edith Desideria Imthurn |
Date Deposited: |
26 Mar 2024 14:43 |
Last Modified: |
26 Mar 2024 14:56 |
Uncontrolled Keywords: |
Sport Marketing & Sponsorship |
BORIS DOI: |
10.48350/194501 |
URI: |
https://boris.unibe.ch/id/eprint/194501 |
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