Managing Sport Sponsorship Programs: Lessons from a Critical Assessment of English Soccer

Simon Chadwick and Des Thwaites

Following recent increases in the financial value of sport sponsorship programs, some commentators believe this has been accompanied by the development of sponsorship management practices.

Managing Sport Sponsorship Programs: Lessons from a Critical Assessment of English Soccer

Simon ChadwickClore Management Centre, Birkbeck College, University of London

Des ThwaitesLeeds University Business School

The authors would like to acknowledge the contribution made by Victoria Wynn during the formative stages of the study.

INTRODUCTION

THERE HAVE BEENdramatic recent increases in sponsorship activity with IEG (2002) estimating that worldwide sponsorship expenditure will soon hit $25 billion. In the United States, they valued the market at $10 billion, of which 70 percent was accounted for by sports sponsorship while in Britain Mintel (2000) indicated the...

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