Investments in sponsorship strongly increased during the last decades. Therefore, it is valuable to determine which factors determine sponsorship effectiveness. This paper presents a literature review that forms the foundation for the development of an integrated framework of sponsorship outcomes. This paper extends previous conceptual work in that all kinds of sponsorship effects are considered, not only brand equity effects. Furthermore, recent findings and insights are incorporated. It can be concluded that although empirical research on sponsorship’s effects advanced, several areas remain unexplored, in particular the effects of sponsorship on the relations between sponsor and stakeholders. Opportunities for further research have been translated in specific research propositions.
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Merel Walraven (2012) studied this question.
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