The crowdfunding of sport -paving the way to shared sponsorship?

Marie-Josèphe Leroux-Sostenes and Emmanuel Bayle ()
Additional contact information
Emmanuel Bayle: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

Post-Print from HAL

Abstract: A B S T R AC T The rise of crowdfunding as a way of funding sport projects has prompted numerous companies to become involved in these campaigns. This paper explores a model of crowdfunding in which a sponsor company supports individual projects. A qualitative study based on interviews with crowdfunding executives showed that campaigns are more likely to be successful if they include a sponsor company, and that crowdfunding platforms and the projects they support have become a new interactive, online communication tool for sponsors. Our data revealed four modes of corporate involvement in crowdfunding and fourteen objectives companies hope to achieve through this involvement. Three of these objectives can be attained exclusively via this communication tool. In addition, companies focus on five "success factors" when deciding whether or not to sponsor a crowdfunding campaign. This model of corporate-supported crowdfunding is creating a new paradigm of "shared" (by a community) sponsorship that will complement the current system of "confined" (to specific companies) sponsorship.

Date: 2019
New Economics Papers: this item is included in nep-pay, nep-ppm and nep-spo
Note: View the original document on HAL open archive server: https://hal.science/hal-02378352v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Current Issues in Sport Science, 2019, ⟨10.15203/CISS_2019.004⟩

Downloads: (external link)
https://hal.science/hal-02378352v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02378352

DOI: 10.15203/CISS_2019.004

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().