Purpose - The purpose of this study is to single out the key variables in the sport sponsorship relationship, and more … involved in the sports club and in basketball in general. As a result, the overall accuracy of the identified sponsors may have … that the results came from only one type of sport and also from sport fans of a specific club, makes their generalization …

management's "degree of professionalism". While previous research in sports sponsorship has concentrated mainly on the sponsor …This paper develops a framework for illustrating why sponsored sports entities, the "sponsees", often struggle to … achieve their sponsorship-related goals to maximise sponsorship income, to satisfy their sponsors, and to create positive …

findings from event studies in sport sponsorship to determine if sponsorship announcements influence stock market response … leak to share markets and positively influence share price. This finding suggests that sponsoring the sports and events … and professional sports, event studies that measure stock market response to these investments have grown. Previous …