2011 Volume 3 Issue 1 Pages 23-34
The purpose of this paper is to provide an overview of sport sponsorship with a focus on its research areas. Sport sponsorship has seen a tremendous growth in the past couple of decades with companies spending over 46 billion US dollars in 2010 worldwide (IEG, 2011). With this growth, this specific medium has caught the attention of both practitioners and academicians with respect to its nature and its effectiveness among others. The paper aims to provide the definition of and the uniqueness of the medium, explains some of the theoretical frameworks of past sport sponsorship research, and makes suggestions for future research.