Sponsorships in Sports Marketing: Some Propositions

L. W. Turley, Scott W. Kelley

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Sponsorships of sporting events have experienced phenomenal growth in recent years. Yet, very little research attention has been devoted to this widely used promotional tool. We first briefly clarify the phenomenon of sport sponsorship, and then provide propositions concerning areas of interest that researchers may wish to pursue. In doing so, we point out existing gaps in the sports sponsorship literature and present propositions delineating possible foci of future research.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
Number of pages7
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.


  • Australian Football League
  • Brand Personality
  • Commercial Firm
  • Sponsorship Research
  • Sport Organization

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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