Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/306176 
Year of Publication: 
2024
Citation: 
[Journal:] Sustainable Development [ISSN:] 330 [Volume:] 32 [Issue:] 4 [Publisher:] John Wiley & Sons, Inc. [Place:] Chichester, UK [Year:] 2024 [Pages:] 4284-4296
Publisher: 
John Wiley & Sons, Inc., Chichester, UK
Abstract: 
Sustainability communications have become a key issue for organisations. While most studies have focused on sustainability reporting and green advertising, other communication tools such as sponsorship are under‐researched. The present study addresses this void by exploring the potential and identifying key characteristics and challenges of sustainable sponsorships, theoretically conceptualised as a social contract between sponsorship contractors and society. As such, it is the first to identify the potential and key characteristics of sponsorship for sustainability communications. The authors took an explorative, qualitative research approach, conducting 13 in‐depth interviews. The interviewees highlighted eight characteristics that determined sustainable sponsorships across all three sustainability dimensions. Sustainability was identified as a key driver in managing sponsorship effectively. In light of the study's findings, it is recommended that sponsors and sponsees should adapt their sponsorship management to incorporate sustainability. Measuring the outcome and success of sustainable sponsorships could be a subject for future research.
Subjects: 
communication
CSR
development goals
legitimacy
sponsorship
sustainability
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article
Document Version: 
Published Version

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.