Abstract
This study adopts both qualitative and quantitative approaches to examine current practices in the management of sports sponsorship and to assess the extent to which selected Canadian companies adopt the prescriptions for effective sponsorship identified in the literature. Issues which may create new trends and the implications of these trends for sponsorship managers are also addressed. While sport remains the most popular focus for sponsorship in Canada several concerns are highlighted in relation to future developments. A significant number of companies are questioning the contribution of sport to their sponsorship programmes and adapting its role.
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