Abstract

Sport sponsorship is a growth area which is under‐researched yet which displays opportunities and threats for both sponsor and sport, as well as having important ethical implications. If sponsorship funding is to be attracted, sports need to supply evidence of the opportunities for sponsors; yet “sport also needs to ensure that the negative aspects of sponsorship are reduced and the positive encouraged.” Marylyn Carrigan has a background in banking and export marketing and is currently Lecturer in Marketing and International Marketing at the Business School, The University of Birmingham, Edgbaston, Birmingham B15 2TT, England, where she also researches the areas of Corporate Philanthropy and Sport and Leisure Marketing. Her husband worked in industry before graduating in Sports Studies and Business, and currently works as a Youth Worker for the City of Birmingham Department of Leisure and Community Services with research interests in Sport and the 50+ leisure market.