Sponsorship: Small and large Research Underway


Sponsorship: Small and large

Lead Researcher


Description of Project

The nonprofit sector faces increasing challenges of funding and competition, and accountability to stakeholders (Chenhall, Hall, & Smith, 2010; Kaplan, 2001). Recent research suggests nonprofits are concerned with where funding will come from and further research could investigate this issue (Price, 2011). There is also support that sports organisations, as a part of the non-profit sector, are faced with increased costs and have difficulty financially breaking even without additional financial support (Fulks, 2000 & 2002). Many not-for-profit and sports organisations have moved to market/business models, and professionalization, with increased commercial ventures. Sponsorship forms much of the desired funding for organisations. For sponsorship there appears to be a linking or matching relationship model of businesses sponsoring sports organisations based on the resources of the business, but this has not yet been completed.



Areas of Focus

Settings (location)





May 7, 2013

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