AN INTERNATIONAL REVIEW OF SPONSORSHIP RESEARCH

Corporate sponsorship of sports, arts, and cultural events has increas ed dramatically over the past decade. Still, academic research on spon sorship as a promotional tool has been sparse. The authors offer a cro ss-disciplinary review of research conducted on sponsorship worldwide. Five research streams-nature of sponsorship, managerial aspects of sp onsorship, measurement of sponsorship effects, strategic use of sponso rship, and legal/ethical considerations in sponsorship-are examined an d critically assessed. On the basis of that analysis, theoretical fram eworks are provided to guide future research.