From corporate motives to the impacts of sports sponsorship on employees : a systematic review

Mlakar, Marko (avtor), Čater, Tomaž (avtor), Kaše, Robert (avtor)

This paper reviews the common motives and major impacts of sports sponsorships undertaken by sponsoring organisations. Following a systematic review of 72 relevant articles, seven key motives for engaging in sports sponsorship were identified. Marketing, customer retention, and brand equity emerged as the most frequently studied, while the sponsorship of emerging sports associations for brand promotion was the least examined. Regarding impacts on employees, findings from 28 articles indicated that high retention and brand identification were the most researched topics, with no studies addressing potential negative effects. The study contributes to the existing literature by highlighting overlooked motives and effects of sports sponsorships. We recommend that future research focuses on the less-studied motives and investigates potential negative impacts on employees within sponsoring organisations.

• Jezik: Angleški jezik
• Ključne besede: management, sports, sponsorship, sports sponsorship, motives, impacts on employees, marketing, employee retention
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.02 - Pregledni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2024
• Št. strani: Str. 389-410
• Številčenje: Vol. 33, iss. 3
• PID: 20.500.12556/RUL-176387
• UDK: 005.3
• ISSN pri članku: 1330-0288
• DOI: 10.5559/di.33.3.03
• COBISS.SI-ID: 216448771
• Datum objave v RUL: 28.11.2025

Gradivo je del revije

• Naslov: Društvena istraživanja
• Skrajšan naslov: Druš. istraž.
• Založnik: Institut društvenih znanosti Ivo Pilar
• ISSN: 1330-0288
• COBISS.SI-ID: 4174601

Licence

• Licenca: CC BY-NC 4.0, Creative Commons Priznanje avtorstva-Nekomercialno 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by-nc/4.0/deed.sl
• Opis: Licenca Creative Commons, ki prepoveduje komercialno uporabo, vendar uporabniki ne rabijo upravljati materialnih avtorskih pravic na izpeljanih delih z enako licenco.

Sekundarni jezik

• Jezik: Slovenski jezik
• Naslov: Od korporativnih motiva do utjecaja sportskoga sponzoriranja na zaposlenike
• Ključne besede: management, šport, sponzorstvo