Abstract
Strategic partnerships in the sport context are discussed from different theoretical views, most notably from a marketing/brand management, strategic management, strategic alliance, or financial perspective. Accordingly, different terminologies are used ranging from “co-branding partnerships” (e.g., Kahuni et al., 2009; Motion et al., 2003; Simonin & Ruth, 1998), “strategic partnerships” (e.g., Adam & Hovemann, 2018; Urriolagoitia & Planellas, 2007; Groscuth, 2005), “strategic relationships” (Farrelly, 2010), “strategic alliances” (e.g., Morgan et al., 2014; Hecox, 2007; Farrelly & Quester, 2005a), and “(strategic) investors” (e.g., Welling & Westhoff, 2018; Leister, 2017; Rentz, 2015). However, these terms are mostly used synonymously.
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Notes
- 1.
Brand equity is defined as “a set of assets and liabilities linked to a brand's name and symbols that adds to or subtracts from the value provided by a product or service to a firm and/or that firm's customers. The major asset categories are: brand name awareness, brand loyalty, perceived quality, and brand associations” (Aaker, 1996; 78).
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Degenerative episode is defined as “an episode having a negative effect on a relationship's state by decreasing cooperation, trust, mutual understanding and joint benefits” (Schurr, 2007; 165).
- 3.
A soft loan is an interest-free loan provided by a sugar daddy for his club (Franck & Lang, 2014).
- 4.
Critical success factors are “those characteristics, conditions, or variables that, when properly sustained, maintained, or managed, can have a significant impact on the success of a firm competing in a particular industry” (Leidecker & Bruno, 1984; 24). In this study, critical success factors include those characteristics/aspects which attract corporations to enter into an equity partnership. These are referred to as ‘attracting factors’ comprise those conditions which need to be in place to enter into an equity partnership. These are referred to as ‘basic requirements’.
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Strategic intent is classified as the long-term (future) business direction of the company (Johnston et al., 2011; Todeva & Knoke, 2005).
- 6.
This question (fan survey) focuses on four types of equity partners identified in literature and qualitative data, namely: a sponsor, a financial investor, a Maecenas, and an oligarch.
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Duffner, T. (2020). Research Gaps and Research Questions. In: Strategic Equity Partnerships in Professional Football. Event- und Impaktforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-31301-2_2
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DOI: https://doi.org/10.1007/978-3-658-31301-2_2
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