National sports organisations and sponsorship: an identification of best practices
by Benoit Seguin, Kenneth Teed, Norman J. O'Reilly
International Journal of Sport Management and Marketing (IJSMM), Vol. 1, No. 1/2, 2005

Abstract: The purpose of this investigation was to develop a list of critical best practices that could be used to advantage by other Canadian Amateur Sport Organisations in the future. Specifically, a marketing management audit collected all historical and current marketing abilities and was compared to the sponsorship literature. The audit was complemented by a series of field interviews of key executives. Results are presented in terms of: (a) the sponsor and its objectives; (b) leveraging activities; and (c) sponsorship evaluation. The resulting data revealed a number of very distinct best practices. Recommendations for further research are provided.

Online publication date: Fri, 27-May-2005

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