“It’s a fine balancing act”: exploring the effects of managing competing sponsorship responsibilities on sport employees

Abstract

ABSTRACT Rationale/purpose This study explores the effects of competing team and event sponsorship programs on employees hosting the CFL Grey Cup. Specifically, we examine the influence of competing team and event sponsorship responsibilities on host team employees’ perceptions of and experiences with stress. Research design Data collection was composed of two phases: first, participant observation of event employees throughout event staging; then, a series of semi-structured interviews with employees following the event’s conclusion. Findings Our findings indicate that host team employees experienced stress when faced with conflicting sponsorship responsibilities incurred by individuals’ dual roles servicing team and event partners. This stress was mitigated through experience, task cohesion, and strong internal group identification, illustrative of the important role internal sponsee management plays in partnership delivery. Practical implications This study outlines the role that experience, group cohesion, and task clarity play on employee stress and well-being when managing sponsorship programs. The findings provide important insight into sponsorship management and servicing for different team and event sponsors, and host team employee well-being and intra-departmental management. Research contribution The findings advance sponsorship servicing scholarship and expands upon our understanding of stress, group cohesion, and sponsorship servicing from theoretical and practical perspectives.