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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Sponsor networks and business relations orchestrated by team sport clubs
Author(s): Wagner, Ulrik
Persson, H Thomas R
Overbye, Marie
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Keywords: Small businesses
team sport club management
network theory
social capital
Issue Date: 2017
Citation: Wagner U, Persson HTR & Overbye M (2017) Sponsor networks and business relations orchestrated by team sport clubs. Sport, Business and Management: An International Journal, 7 (4), pp. 426-443.
Abstract: Purpose  This study investigates firms’ reasons and motives for becoming sponsors and how they benefit from this networking engagement by exploring sponsorship networks associated with two Danish team sport clubs – a Premier League football club and a second-division handball club.  Design/methodology/approach  Two online surveys were conducted with firms associated with the networks during the autumn and winter of 2013/14 (N=116). The questionnaire was theoretically anchored in existing sponsorship literature, business network research and social capital theory.  Findings  The results show that business logics were the dominating reasons for joining the network. A large proportion of the respondents reported having increased their number of business (32%) and social (26%) relations with other network members after joining the network. Furthermore, 37% of the respondents reported having made business agreements with companies external to the network via network contacts, which supports ideas of bridging social capital. More than half the respondents (59%) preferred doing business with network members rather than with non-members.  Originality/value  By investigating a local and regional sport-club context, the paper adds to our knowledge about sponsorship networks. It emphasizes the potential importance of team sport clubs for the business landscape, thus maintaining that sport clubs fulfill an important role for local communities beyond being mere entertainment industries.
DOI Link: 10.1108/SBM-07-2016-0030
Rights: Publisher policy allows this work to be made available in this repository. Published in Sport, Business and Management: An International Journal, 2017, Vol. 7 Issue: 4, pp.426-443 by Emerald. The original publication is available at: This article is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence ( To reuse the AAM for commercial purposes, permission should be sought by contacting

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