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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1464-6668
- DOI
- 10.1108/IJSMS-09-03-2008-B009
- Publisher site
- See Article on Publisher Site
Abstract
This paper expands upon existing sports sponsorship 'match-up' research by offering an interview-driven, empirically-grounded, 'thick' description of the decision-making processes of sports organisations in developing athlete-sponsor-team relationships. By focusing on a particular NASCAR (The National Association for Stock Car Auto Racing) organisation (BAM Racing), the study offers an in-depth interpretation of the sometimes 'messy' methods employed by executives in grafting an effective, synergistic match-up. The paper concludes with a discussion on the theoretical and practical implications of these findings.
Journal
International Journal of Sports Marketing and Sponsorship – Emerald Publishing
Published: Apr 1, 2008