Closing The Sponsorship Gap: Exploring Why Sponsorship Seekers Fail And How To Win Marketing Managers Over. A Study Of The Telecommunication Industry In Ghana

Abstract

This study explores the factors that influence sponsorship decision-making in Ghana’s telecommunications sector, focusing on why sponsorship seekers often fail and how they can successfully engage marketing managers. The study is underpinned by Congruency Theory, which posits that alignment between a sponsor and a sponsored entity enhances perceived fit and effectiveness, and by Carroll’s CSR Theory, which emphasises the importance of ethical, legal, economic, and philanthropic responsibilities in corporate decision-making. Using a qualitative approach, twelve marketing and communication professionals from MTN, AirtelTigo, and Telecel Ghana were purposively selected and interviewed. The study examined the criteria used to evaluate sponsorship proposals, the reasons for proposal rejections, and the attributes of successful submissions. The findings reveal that sponsorship decisions are guided by strategic alignment with corporate objectives, financial feasibility, audience relevance, proposer credibility, creativity, and ethical considerations. Proposals were frequently rejected due to misalignment with corporate goals, weak value propositions, poor presentation, limited audience reach, ethical concerns, and budgetary constraints. Conversely, successful proposals demonstrated precise strategic fit, financial clarity, targeted audience engagement, proven track record, innovative concepts, and well-structured communication. The study concludes that sponsorship evaluation in Ghana is increasingly professionalised, moving beyond ad hoc decisions to a structured, strategic, and ethically aware process. The study further recommends developing clear sponsorship policies, providing professional training for evaluators, establishing structured evaluation frameworks with measurable key performance indicators, strengthening ethical oversight, and conducting additional research across industries to enhance understanding of sponsorship practices. These measures aim to enhance the success of sponsorship initiatives by ensuring alignment with corporate objectives, audience engagement, and responsible management.