Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?

Giulio Toscani, Gerard Prendergast

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

7 Citas (Scopus)


This paper identifies the distinctive features of nonprofit arts sponsorship relative to profit driven sports sponsorship and shows that although arts sponsorship has been little researched, it is a potentially important means of marketing. The methodology employed was a literature review on sponsorship that attempted to distinguish arts sponsorship from sports sponsorship. Then, we present the findings from 23 in-depth interviews with arts sponsee managers, to reveal how they see themselves (as sponsees) being differentiated from sports sponsees. The literature and interview findings are brought together in a discussion that highlights the differences between arts sponsorship and sports sponsorship in terms of target audience, the relationship cost/benefit, range of emotions elicited, awareness, marketing metrics, goodwill, and learning potential. Finally, suggestions are made for future research.
Idioma originalEspañol
Páginas (desde-hasta)428-450
Número de páginas23
PublicaciónJournal of Nonprofit and Public Sector Marketing
EstadoPublicada - 8 ago. 2019
Publicado de forma externa

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