A Conceptual Model of the Corporate Decision-Making Process of Sport Sponsorship Acquisition

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David Arthur Southern Cross University

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Don Scott Southern Cross University

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Terry Woods Southern Cross University

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The general acceptance of sport sponsorship by corporate and sporting worlds alike has led to a situation whereby corporations receive from hundreds to thousands of unsolicited proposals annually. Despite this, there is a general lack of systematic research into sport sponsorship with little information in existence as to how corporations decide between alternative properties. In an attempt to address this situation, this paper develops a conceptual model of the sport sponsorship acquisition process based on the basic tenets of organizational purchasing behavior, contemporary literature on sport sponsorship, and the results of a qualitative study. It is anticipated that the Sport Sponsorship Acquisition Model will form the basis for further scholarly research to ascertain the precise nature of the acquisition process.

David Arthur and Terry Woods both are with the School of Exercise Science and Sport Management, and Don Scott is with the School of Management and Marketing, all at Southern Cross University, Lismore NSW 2480 Australia.

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