Date on Master's Thesis/Doctoral Dissertation
Health and Sport Sciences
Educational Leadership and Organizational Development, PhD
disability sport; sponsorship; organizational culture; relationship marketing
Worldwide, disability sport faces funding challenges. Sponsorship offers a viable alternative to combat the lack of sustainable funding in disability sport. Exploring how organizational culture can be leveraged to increase strategic partnerships, the purposes of this multiple manuscript dissertation were to (a) examine the elements of the organizational culture that make a successful international wheelchair basketball sport club attractive to external partners and (b) determine what role those organizational cultural elements play in leveraging relationship marketing (RM) for sponsorship acquisition and retention. Utilizing an exemplar case study methodology, the focus of this study was the RSV Lahn-Dill, an international wheelchair basketball sport club which has been successful in sponsorship acquisition and retention and has a history of building a fan and organizational culture. Based on Schein’s (2010) organizational culture framework and extended by Meyerson and Martin’s (1987) framework, an analysis of external communication elements, twelve interviews, and two focus groups revealed being a pioneer, approachability, and organizational excellence as the underlying assumptions driving the RSV’s organizational culture appeal to sponsors. Further, themes of pioneering through innovation and professional family were identified as key cultural elements in leveraging relationship marketing in sponsorship acquisition. Approachability and building rapport emerged as cultural elements leveraged for sponsorship retention. This study is the first direct demonstration of sport organizational culture driving sponsorship potential and success, particularly for disability sport properties and outlines the significance of considering culture to leverage RM practices for successful sponsorship acquisition and retention in the disability sport sector.
Siegfried, Nina, "The role of organizational culture and relationship marketing in disability sport sponsorship: an exemplar case study." (2022). Electronic Theses and Dissertations. Paper 3818.