Exploring Market Orientation and Satisfaction of Partners in the Sponsorship Relationship

In an empirical study of both sides of the sponsorship dyad, a number of key antecedents to sponsors’ renewal intentions were examined. The study involved all sponsors and clubs of a leading Australian sport property. Sponsors’ market orientation was found to be a positive factor: it influenced non-economic satisfaction which, in turn, determined sponsors’ renewal intentions. On the other hand, and as expected, properties’ market orientation exerted a negative influence on economic satisfaction as well as, more directly, on renewal. Unlike non-economic satisfaction, economic satisfaction did not explain sponsors’ renewal intentions. The results are discussed in relation to sponsorship and more broadly in relation to other marketing relationships.