ABSTRACT
Throughout this chapter, the authors introduce the different organisations that are involved in making the sponsorship work for Barclays, as part of a case study that is developed during the chapter. The Olympic Games attract global interest and can deliver tremendous exposure. Billions of spectators watched the combined 1988 Summer and Winter Olympics, and many corporations would therefore like to benefit from the exposure of being associated directly or indirectly with the Olympic Games. Revenue maximisation was operationalised pertaining to sponsorship. A survey instrument was sent to all sponsors of a Melbourne-based football club. In a follow-up study, Westerbeek and Smith (2002) found that location-dependent organisations had fewer employees, and spent less on sponsorship—and on sponsoring sport in particular—than their location-independent counterparts. In this chapter, the authors have extended our thinking about sponsorship as a concept.
