Managing Sport Sponsorship Relationship: Exploring the Impact of Degenerative Episodes

Sponsorship relationships generally are entered into by sponsors seeking brand-related benefits through association with a sport entity brand. However, negative player behavior can serve as a degenerative episode in the relationship and weaken or even dissolve the relationship. This study explores multiple stakeholders' perspectives on these degenerative episodes and relational outcomes using a series of depth-interviews with sponsors and sport entities. A model is posited that includes key constructs, such as attribution of blame, societal norms, zone of tolerance and perceived severity, which influence whether negative player behavior acts as a degenerative episode. Moderators, such as relationship quality, media impact and episode management are also included