Typology of Sponsorship Activity

Peter Thompson, Monash University
Richard Speed, Melbourne Business School

Abstract

As the use of sponsorships in marketing has increased the combinations of sponsorship resources and sponsor objectives have become increasingly complexity and varied. However to ability to accurately compare sponsorship opportunities in different circumstances researchers and firms need to be able to identify the degree of similarity between sponsorships. This paper begins this process by proposing a set of archetypal sponsorships, a typology, against which real sponsorships can be classified.