As an accepted tool in the promotional mix of organizations, sponsorship and sport sponsorship have become everyday marketing practice, in which sponsors invest in sponsees in return for marketing value. The implementation, or fulfillment, as it is often called in practice, of a sponsorship involves three main activities: activation, evaluation and servicing. While the literature has investigated both activation and evaluation, work in the area of servicing is limited. Guided by a sponsorship-linked marketing lens, a longitudinal study of sponsorship organizations was undertaken followed by a best-worst scaling experiment. Longitudinal results inform us that sponsees are underservicing sponsors; however, the best-worst scaling experiment finds a reduced gap. Results illustrate that although gaps between importance and performance perceptions are relatively small for sponsors, sponsees and agencies, a mixed pattern of agreement and disagreement exists between each of the three respondent groups in relation to the specific importance and performance dimensions.
Norm O’Reilly is with the Department of Sports Administration, College of Business, Ohio University, Athens, Ohio, United States. Twan Huybers is with the School of Business, University of New South Wales–Canberra, Canberra, Australia. Address author correspondence to Norm O’Reilly at firstname.lastname@example.org.