Bingham, Tim (2012) Football community trusts in a new operating landscape: Reducing the reliance on grant funding through sponsorship. Working Paper. Birkbeck College, University of London, London, UK.
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Abstract
The purpose of this study was to outline the need for football community trusts (FCTs) to reduce their reliance on grant funding and to explore opportunities for partnerships with commercial organisations, in particular through sponsorship arrangements, as an appropriate mechanism to do so. The first stage of research involved the quantitative analysis of 76 FCT financial statements to explore revenue sources and mix at FCTs. The second stage involved case study analysis of four FCTs using semi-structured interviews with senior staff and supporting secondary data to explore opportunities for increasing income through sponsorship arrangements. The research found that FCTs are overly reliant on grant funding and that opportunities exist for FCTs to target sponsorship as an area of revenue growth. This paper demonstrates the opportunity for FCTs to generate sponsorship income to diversify revenue streams and ensure their financial sustainability in a competitive operating landscape. The research provides practical guidance for FCTs seeking to form sponsorship arrangements based on cases of successful engagement by suggesting potential targets and strategies and by highlighting the main challenges and benefits that may be faced by FCTs. This research contributes to the literature by exploring the partnership between private sector companies and sports-based charities from the charity‟s viewpoint. It also fills a gap in the literature by presenting the first exploration of the revenue mix at FCTs.
Metadata
| Item Type: | Monograph (Working Paper) |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Administrator |
| Date Deposited: | 10 Jul 2013 13:44 |
| Last Modified: | 02 Aug 2023 17:06 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/7617 |
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