Conceptual distinctions in general and local sponsorship objectives: A qualitative inquiry

This study employed a constant comparative analysis to explore how sponsorship functions in both general and local contexts. A social identity approach was used as a theoretical lens of inquiry. Data analysis procedures were conducted on ten sponsorship manager interviews, with coding occurring at three levels, including initial, focused, and theoretical. Thematic objectives that emerged from data analysis procedures revealed nuanced distinctions between local sponsorships and non-local sponsorships. A general conceptual model emerged that contained the following thematic objectives: (a) generating a positive return-on-investment, (b) building brand ambassadors for life, (c) joining people where their passions live, (d) fostering brand love, (e) empowering employees, and (f) committing to communities; whereas, the local conceptual model consisted of the following: (a) generating a positive return-on-investment, (b) building brand ambassadors for life, (c) joining people where their passions live, (d) fostering brand love, (e) empowering employees, (f) winning where you live, and (g) weaving into the local fabric, where the last two factors were unique to the local setting and detailed specifications of the “commitment to the communities” factor in the general concept. These models provide explanations for how corporations may implement hometown sponsorships differently than its other sponsorships to optimize proximal location advantages.