Exploring the relationship between sponsorship characteristics and sponsorship asking price

Wishart, Taryn, Lee, Seung Pil and Cornwell, T. Bettina (2012) Exploring the relationship between sponsorship characteristics and sponsorship asking price. Journal of Sport Management, 26 4: 335-349.

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Author Wishart, Taryn
Lee, Seung Pil
Cornwell, T. Bettina
Title Exploring the relationship between sponsorship characteristics and sponsorship asking price
Journal name Journal of Sport Management   Check publisher's open access policy
ISSN 0888-4773
1543-270X
Publication date 2012-07
Sub-type Article (original research)
Volume 26
Issue 4
Start page 335
End page 349
Total pages 15
Place of publication Champaign, IL, United States
Publisher Human Kinetics
Collection year 2013
Language eng
Abstract Price setting in the sponsorship of sport, charity, arts and entertainment is usually negotiated, and private, so we know little about what determines price. With a sample of publicly available sponsorship proposals, the relationship between sponsorship characteristics and price set by the property is examined. Media coverage and attendance levels are hypothesized to have a positive impact on property price, as are a host of on-site communications. Overall the most influential variable explaining the property’s asking price is media coverage. In contrast, on-site communications are not important in price setting. Interestingly, access to property offerings such as celebrities and venues has a significant positive impact on property price. While the empirical investigation is limited to the relationship between communication characteristics and asking price, the price negotiation process and property-based characteristics that lead to the final price are also discussed.
Keyword Competitive advantage
Impact
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Faculty of Business, Economics and Law -- Publications
Official 2013 Collection
 
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Created: Sun, 09 Sep 2012, 00:15:10 EST by System User on behalf of Faculty of Business, Economics & Law