Added value for sponsors: a study of network in football 2011–2018

Purpose This study identifies the outcomes prioritised by sponsors of a sport, specifically football. The authors’ novel thesis is that network collaboration between as well with sponsorship object (i.e. football club) significant determinant sponsor satisfaction and likelihood renewing deal. perspective has not been adequately addressed in existing research. Design/methodology/approach authors use an original dataset to empirically analyse networks their business value for sponsors. Our data covers Norwegian club Rosenborg Ballklub (RBK) from 2011 2018, which we using regression models. Findings results indicate effects are extremely important RBK network. analyses also more than exposure. Practical implications When planning, must motives being assess how functions exploring its cohesiveness scope. It very be aware enable interaction Originality/value confirms functioning contribute renewal sponsorships can attract growing number sports clubs, thus serving source income.