The raising of corporate sponsorship: A behavioral study

Linda-Marie Brennan, Wayne Binney, Erica Brady

Research output: Contribution to journalArticleResearchpeer-review

17 Citations (Scopus)


Research was conducted in order to define a buyer behavior process for the purchase of sponsorship at a corporate level. A series of interviews was carried out with a number of organizations that are currently involved in sponsorship of varying kinds. A consideration was made to include a balance of sponsorship types-small and large-as well as arts, sports, and events, although no attempt was made to identify how the process differs across sponsorship type. Our results show that while sponsorship and fundraising are flipsides of the same coin from the nonprofit sponsorship-seeker s perspective, the sponsorship provider sees the act of sponsorship as a commercial profit-making venture. This is a conundrum that has wide-reaching consequences for the sector.
Original languageEnglish
Pages (from-to)222 - 237
Number of pages16
JournalJournal of Nonprofit and Public Sector Marketing
Issue number3
Publication statusPublished - 2012

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