Sponsorship Linked Internal Marketing (SLIM): A Strategic Platform for Employee Engagement and Business Performance

This paper advances our understanding of sponsorship linked internal marketing (SLIM). Based on a comprehensive qualitative investigation of major sponsors, this research examines the use of sponsorship linked internal marketing to conceptualize, communicate and implement corporate identity developm...

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Bibliographic Details
Published in:Journal of sport management 2012-11, Vol.26 (6), p.506-520
Main Authors: Farrelly, Francis, Greyser, Stephen, Rogan, Matt
Format: Article
Language:English
Subjects:
Business
Collaboration
Corporate culture
Corporate identity
Corporate sponsorship
Culture
Employee involvement
Employees
Identity
Investment
Marketing
Sponsorship
Sport management
Sports marketing
Studies
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Summary:This paper advances our understanding of sponsorship linked internal marketing (SLIM). Based on a comprehensive qualitative investigation of major sponsors, this research examines the use of sponsorship linked internal marketing to conceptualize, communicate and implement corporate identity development and employee performance. Sport (by way of an investment in sponsorship) provides a rich opportunity to build employee identification with corporate identity; to establish a fit between how the identity of the firm is positioned internally and externally; and to inspire employee engagement to drive business performance. Moreover, it helps to foster a collaborative culture. The research furthers our understanding of the value of sport sponsorship, sponsorship fit, and sponsorship leveraging.
ISSN:0888-4773
1543-270X
DOI:10.1123/jsm.26.6.506