Professional Football Sponsorship in the English Premier League and the German Bundesliga

نویسنده

  • WOLFGANG BUHLER
چکیده

This research project looks at professional football sponsorship from three different perspectives: the clubs' perspective (sponsorship as an income stream for professional football clubs), the sponsors' perspective (sponsorship as a marketing tool for companies), and a joint perspective (sponsorship as an inter-organisational relationship between professional football clubs and their sponsors). The English Premier League and the German Bundesliga serve as the subject of research owing to their extraordinarily sound reputation in commercial terms. A combination of qualitative and quantitative research methods was used in order to answer the research questions which derived from an extensive literature review. First, qualitative in-depth interviews with representatives of English Premier League and German Bundesliga clubs and their sponsors as well as sponsorship experts were carried out in order to gain a broader understanding of the phenomenon under scrutiny. Consequently, seven principal research propositions and six hypotheses were formulated relating to the size of the football business, the importance of sponsorship as an income stream, motives and objectives of sponsors, and the importance and dimensions of relationship quality. Then, two content analyses were carried out (including an analysis of more than 500 clubs' and sponsors' websites and I 06 televised football games) in order to identify as many football sponsors of English Premier League and German Bundesliga clubs as possible. The research propositions were then tested in a quantitative survey incorporating all English Premier League and German Bundesliga clubs as well as 460 sponsors. Parametric as well as non-parametric tests were applied at this stage. The findings of the research partially confirmed previous studies. More importantly, new insights have been uncovered. For example, new dimensions of relationship quality in the context of professional football sponsorship have been identified. This study therefore has both theoretical and practical implications for professional football clubs, sponsoring companies and prospective researchers in the field of (professional) football sponsorship. The study also contributes significantly to existing knowledge about the football business, sponsorship and relationship marketing. University of Plymouth Library Item No. qtJDti-~11-~Y Sh:lfmark 'fHfJlJ l% · J~lf DUI-f L ·-

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Efficiency Evaluation of Football Teams in English Premier League: Application of Data Envelopment Analysis

In this paper, the financial efficiency of football clubs in English Premier League during 2016-17 season is determined. From a methodological perspective, we use Data Envelopment Analysis (DEA), a deterministic nonparametric frontier method. In particular, variable returns to scale and slack based measure are employed to assess whether teams are spending more resources than they need to achiev...

متن کامل

Qualitative Analysis of the Pathology of Human Capital in Professional Football in Iran Case Study: Professional Referees of the Iranian Football Premier League

Football referees are one of the main and central components of football and face many problems that if not paid attention and identified injuries that reduce their performance and irreparable damage to the football body; Therefore, the purpose of this study was to qualitatively analyze the pathology of human capital of professional football in Iran, which was a case study on professional refer...

متن کامل

Effective Factors on Reducing the Number of Spectators in Iran Football Premier League

Because of reducing the number of spectators of football premier league, this study is seeking for identifying factors put the most impact on this decline. The statistical population consisted of all spectators in Iran football premier league in 2015-16, out of which 395 spectators were randomly selected as the research samples. The data were collected via a researcher-made questionnaire. The f...

متن کامل

The Impact of Managerial Changes on Performance of Football Clubs in Iranian Premier League

The purpose of the present study is to investigate the impact of managerial changes on the performance of football clubs in Iranian premier league. The statistical population of present study contains all clubs which participated in 12 seasons of Iranian football clubs premier league from 2001 to 2013. The whole data was extracted from the archive of premier league organization and Foolad ...

متن کامل

Assessing the performance of German Bundesliga football players: a non-parametric metafrontier approach

This article presents a novel model for evaluating the performance of field players in football. Based upon Data Envelopment Analysis (DEA), we employ a nonconcave metafrontier approach that permits estimation of players’ efficiency scores under consideration of their playing positions. The model is applied to a data set of Germany’s premier league football players covering the playing seasons ...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:

دوره   شماره 

صفحات  -

تاریخ انتشار 2013