Conceptual framework of sponsorship’s relationship with components of organizational culture

Sponsorship in sport has become a prominent promotional tool for many companies across the world. Although many studies have suggested elements necessary for successful sponsorships, the lack of emphasis on measurement has the potential for employees to view their firm’s sponsorship initiatives as executive ego enhancers. This study highlights the relationship between sport sponsorship, organizational culture, and employee behavioral benefits. By reviewing literature on member identity and people focused components of organizational culture; we propose that when employees are highly identified with their organization, via sport sponsorship, a people focused decision-making culture may result in numerous employee benefits.