Understanding sponsorship involvement outcomes in partnership models

Abstract

Today, sponsorship relations are evolving to a partnership model where sponsor and sponsee are interacting during the preparation and execution in the shared interest of both parties, and where sponsors are also cooperating with each other. These partnership models often result in additional value for the partners, and include benefits for visitors of the sponsored event or for a wider set of stakeholders. Frameworks include models to assess the outcome of corporate social responsibility (CSR) initiatives, as well as Porter and Kramer's (2011, 2014, 2019) work on creating shared value (CSV). Applying the concepts not only extends our understanding of sponsorship outcomes but also offers new insights into the applicability of the CSV approach and contributes to current academic debates on both CSV and CSR (most prominently in a California Management Review discussion between Crane, Palazzo, Spence and Matten [2012, 2014] on the one hand, and Porter and Kramer [2014] on the other). CSV includes a shareholder perspective that resonates with sponsorship stakeholders, pays attention to outcomes on both sides of the partnership and also offers a way to assess and value outcomes that are external to the partnership, including aspects traditionally viewed through the lens of philanthropy and CSR. Centrum Regionale Kennisontwikkelin