ABSTRACT
Sponsorship has become a critical strategic tool as well as an important component of business firms’ communication mix (Thompson and Quester, 2000). Meenaghan’s (1983) seminal works have contributed to establishing the legitimacy of sponsorship in the marketing literature and spawned many subsequent studies. Yet, despite multiple definitions proposed by scholars, there remains a lack of unanimous definition, each country holding on to its own (Walliser, 2003). Nevertheless, researchers agree that sponsorship involves an exchange between the sponsor and the sponsored entity, also called property, so as to afford to the former access to the communication potential benefit derived from its association with the latter.
