Evaluating Sponsorship Through the Lens of the Resource-Based View : The Potential for Sustained Competitive Advantage

The resource-based view (RBV) of the firm has become a prominent management theory to analyze firm resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet specific cases of sponsorship’s role in a firm’s achievement of a sustained advantage over competitors have yet to be explored. This paper illuminates the case of Visa’s longstanding global sponsorship of the Olympic Games, which was initiated and leveraged to counteract competitor American Express’ advantage with global business travelers. Evidence is presented that supports Visa’s achievement of a competitive advantage during the term of the sponsorship. The case is then utilized in the development of a conceptual model, which utilizes the RBV to identify the key characteristics of sponsored properties capable of assisting the sponsoring firm in achieving a sustained competitive advantage. From a managerial perspective, the model is designed to assist marketing managers tasked with the identification and evaluation of potential sponsorship properties