The sport sponsorship evolution in the global economy: evidences from Italian and International cases

In the light of the contemporary global economic context and in the face of the high competition among companies, the proliferation of brands, the extremely volatile consumers’ demand, and the overload of information due to the increase of multimedia channels (Tv networks, social media, mobile phones, etc.), the traditional sports sponsorship model seems no longer sustainable. According to some recent studies (IEG, 2012), companies have recognized that simply paying for their logo to appear next to that of a professional sports team, or purchasing advertising television or in stadium billboard during games no longer provide the same return on investment. In the light of these considerations, the objective of the paper is to analyse the evolution of the sports sponsorship model in order to enlighten new patterns of relations among different stakeholders involved within the sponsorship contract. A meta-analysis of salient research related to the sports sponsorships was conducted. Recurring themes and concepts were developed and investigated. Data and information also was gathered using online secondary sources and technical reports. Results also were supported by a qualitative case studies analysis (Yin, 2009) of some sports events (Giro d’Italia, Tour de France, 2013 Confederations Cup, etc.) and organizations (football clubs, cycling teams, volleyball teams, etc.) both at national and international level. Results of the investigation suggests that a new paradigm of sponsorships is emerging in the contemporary sport sector. The aim of the presentation will be to discuss different variables (number and type of actors involved, sponsorship life cycle’s stages, duration of the contract, etc.) that together contribute to identify new and innovative typologies of sport sponsorships.