International Journal of Sport Management

Navigating Sport Sponsorships: A New Direction Post COVID-19

Austin C. Bogina, Yuheng Feng, Brittany N. Connor, Brian S. Gordon

Abstract: The COVID-19 pandemic affected the health and economics of citizens, organizations, and the sport industry. Many implications resulted from not allowing in-person attendance, including sponsorships using traditional experiential marketing strategies. Therefore, the purpose of this study was to explore how the COVID-19 pandemic disrupted and altered the exchange of value in the partnership agreements sport organizations had with sponsors. The researchers used a qualitative research design and applied the exchange theory to interviews conducted with current sponsorship professionals working in both the collegiate and professional sport industry. Data analysis produced three important themes including (1) traversing through unforeseen sponsorship challenges, (2) pivoting to digital: creative and flexible adjustments, and (3) foreshadowing post-pandemic sport sponsorship practices. Key findings pertained to the challenges faced by sport teams attempting to foster positive relationships and creating a mutually beneficial environment where their sponsors can benefit from both experiential and digital offerings.

Keywords: marketing, pandemic, partnership, sponsor, digital, experiential

Citation: Bogina, A. C., Feng, Y., Connor, B. N., & Gordon, B. S. (2022). Navigating sport sponsorships: A new direction post COVID-19. International Journal of Sport Management, 23(4), 233-255.

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