ABSTRACT
Defining 'sponsorship-linked marketing as the orchestration and implementation of marketing activities for the purpose of building and communicating an association to a sponsorship' served a descriptive purpose. Under the general umbrella of sponsorship-linked marketing many particular theoretical orientations are possible. While research on sponsorship-linked marketing has been primarily located in mass communication, it applies equally well to grassroots sponsoring. In subsequent work with colleagues and students there has been effort to advance and test theory. The term 'sponsorship-linked marketing' is utilised extensively in research in keeping with the original definition as outlined. S. J. Kelly, T. B. Cornwell, L. V. Coote and A. R. McAlister extended sponsorship-linked marketing to sponsorship-linked advertising. Under the approximate theoretical construct many applications and several extensions can be found. One of the most direct applications of the theoretical thinking presented in the 2008 paper is found in a 2012 study of free recall.
