Beyond the game: perceptions and practices of sports sponsorship in German SMEs

Purpose The purpose of this study is by drawing on signaling theory to address the need for more investigation into conceptual underpinnings sponsorships investigating and seeking understand sponsorship objectives, opinions practices, with a focus smaller organisations. Design/methodology/approach This empirical contributes literature through researched findings from German respondents critical evaluation relating impact sports SMEs within local communities. Findings Drawing signalling extant studies, following four categories SME sport activities are proposed: value-based connections, social engagement, recognition bonding. Research limitations/implications Sponsor, sponsee dyadic antecedents have increased in both sophistication complexity, resulting expected positive consumer outcomes as justification marketing communication investments. Practical implications Sponsorship has evolved short-term philanthropic long-term strategic alliances involving billions dollars annual spending globally. Social companies certain opportunities that larger multinational corporations cannot replicate. Originality/value No date provided researchers framework an perspective. paper theories practice sponsorship, studies.