‘Going the extra mile’ in resource integration: evolving a concept of sport sponsorship as an engagement platform

Abstract

ABSTRACT Research question The few publications discussing sport sponsorship from a network approach lack sufficient explanations for resource integration. Building on the sport value framework, sponsorship, and engagement literature, our objective is to conceptualise sport sponsorship as an engagement platform on which the sponsee grants access and both sponsees and sponsors integrate resources. As such, we differentiate between contractual resource integration and sponsorship engagement. Furthermore, we aim to investigate empirically what types of resources are integrated within multiple sponsor–sponsee networks for a better theoretical foundation of our conceptualisation. Research method We apply a three-stage qualitative Delphi method with 61 experts from sport sponsorship practice in Germany, Austria, and Switzerland. Results and Findings The results indicate that multiple sponsors, as well as the sponsee, integrate resources beyond the sponsorship contract. These resources include management competencies, technical competencies, networking skills, innovative ideas, and products and services. Implications This study conceptualises sport sponsorship as an engagement platform. This understanding contributes to theorising about sport sponsorship. Sponsorship serves as more than a pure promotional and sales tool. The results show that voluntary resource integration can lead to strategic partnerships with access to knowledge and expertise. These findings enable us to refine our conceptualisation of sport sponsorship as an engagement platform. Consequently, sponsors can co-create business networks, leading to technology transfer and benefits from economic specialisation. Sponsees gain a better understanding of their role as facilitators of sponsors’ resource integration. That is, they take over the operator role, thus increasing their monetary and non-monetary value.