Sponsorship Linked International Marketing (SLIM): A strategic platform for employee engagement and business performance

Francis John Damien Farrelly, Stephen A Greyser

Research output: Contribution to journalArticleResearchpeer-review

17 Citations (Scopus)

Abstract

This paper advances our understanding of sponsorship linked internal marketing (SLIM). Based on a comprehensive qualitative investigation of major sponsors, this research examines the use of sponsorship linked internal marketing to conceptualize, communicate and implement corporate identity development and employee performance. Sport (by way of an investment in sponsorship) provides a rich opportunity to build employee identification with corporate identity; to establish a fit between how the identity of the firm is positioned internally and externally; and to inspire employee engagement to drive business performance. Moreover, it helps to foster a collaborative culture. The research furthers our understanding of the value of sport sponsorship, sponsorship fit, and sponsorship leveraging.
Original languageEnglish
Pages (from-to)506 - 520
Number of pages15
JournalJournal of Sport Management
Volume26
Issue number6
Publication statusPublished - 2012

Cite this

Farrelly, Francis John Damien ; Greyser, Stephen A. / Sponsorship Linked International Marketing (SLIM): A strategic platform for employee engagement and business performance. In: Journal of Sport Management. 2012 ; Vol. 26, No. 6. pp. 506 - 520.
@article{71785b1f4c1147f7acf9f1e136033be3,
title = "Sponsorship Linked International Marketing (SLIM): A strategic platform for employee engagement and business performance",
abstract = "This paper advances our understanding of sponsorship linked internal marketing (SLIM). Based on a comprehensive qualitative investigation of major sponsors, this research examines the use of sponsorship linked internal marketing to conceptualize, communicate and implement corporate identity development and employee performance. Sport (by way of an investment in sponsorship) provides a rich opportunity to build employee identification with corporate identity; to establish a fit between how the identity of the firm is positioned internally and externally; and to inspire employee engagement to drive business performance. Moreover, it helps to foster a collaborative culture. The research furthers our understanding of the value of sport sponsorship, sponsorship fit, and sponsorship leveraging.",
author = "Farrelly, {Francis John Damien} and Greyser, {Stephen A}",
year = "2012",
language = "English",
volume = "26",
pages = "506 -- 520",
journal = "Journal of Sport Management",
issn = "0888-4773",
publisher = "Human Kinetics",
number = "6",

}

Sponsorship Linked International Marketing (SLIM): A strategic platform for employee engagement and business performance. / Farrelly, Francis John Damien; Greyser, Stephen A.

In: Journal of Sport Management, Vol. 26, No. 6, 2012, p. 506 - 520.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Sponsorship Linked International Marketing (SLIM): A strategic platform for employee engagement and business performance

AU - Farrelly, Francis John Damien

AU - Greyser, Stephen A

PY - 2012

Y1 - 2012

N2 - This paper advances our understanding of sponsorship linked internal marketing (SLIM). Based on a comprehensive qualitative investigation of major sponsors, this research examines the use of sponsorship linked internal marketing to conceptualize, communicate and implement corporate identity development and employee performance. Sport (by way of an investment in sponsorship) provides a rich opportunity to build employee identification with corporate identity; to establish a fit between how the identity of the firm is positioned internally and externally; and to inspire employee engagement to drive business performance. Moreover, it helps to foster a collaborative culture. The research furthers our understanding of the value of sport sponsorship, sponsorship fit, and sponsorship leveraging.

AB - This paper advances our understanding of sponsorship linked internal marketing (SLIM). Based on a comprehensive qualitative investigation of major sponsors, this research examines the use of sponsorship linked internal marketing to conceptualize, communicate and implement corporate identity development and employee performance. Sport (by way of an investment in sponsorship) provides a rich opportunity to build employee identification with corporate identity; to establish a fit between how the identity of the firm is positioned internally and externally; and to inspire employee engagement to drive business performance. Moreover, it helps to foster a collaborative culture. The research furthers our understanding of the value of sport sponsorship, sponsorship fit, and sponsorship leveraging.

UR - http://journals.humankinetics.com/jsm-back-issues/jsm-volume-26-issue-6-november

M3 - Article

VL - 26

SP - 506

EP - 520

JO - Journal of Sport Management

JF - Journal of Sport Management

SN - 0888-4773

IS - 6

ER -