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The nature and effectiveness of sponsorship performance measurement systems


Delaney, D and McManus, LA and Lamminmaki, D, The nature and effectiveness of sponsorship performance measurement systems, Australasian Marketing Journal, 24, (1) pp. 29-37. ISSN 1441-3582 (2016) [Refereed Article]

Copyright Statement

Crown Copyright 2016 Published by Elsevier Ltd on behalf of Australian and New Zealand Marketing Academy. All rights reserved.

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DOI: doi:10.1016/j.ausmj.2015.12.001


Sponsorship represents a unique component of an organisation's integrated marketing strategy. There is increasing pressure from senior management to account for the contribution made by sponsorship to firm performance. This study examines the nature of sponsorship performance measurement systems (PMS) and antecedents' factors that may contribute to its effectiveness. An empirical study is conducted using survey data collected from 57 public companies in Australia. The results show that senior management support the adoption of formal sponsorship performance measurement systems comprising financial and non-financial performance measures but that "intuition" and "trust" were used in 98% of organisations. The antecedent variables of relational marketing strategy and size were found to have a relationship with the sponsorship performance measurement system. This underscores the importance of directing attention to sponsorship investment via the formalisation of the measurement process and the value of sponsorship PMSs in the eyes of senior management.

Item Details

Item Type:Refereed Article
Keywords:marketing strategy, performance measurement systems, sponsorship
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing research methodology
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:McManus, LA (Professor Lisa McManus)
ID Code:131810
Year Published:2016
Web of Science® Times Cited:2
Deposited By:TSBE
Deposited On:2019-04-08
Last Modified:2019-06-28

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