Exploring Indicators of Relational Capital and Environmental Forces in a Sports Sponsorship Marketing Measurement Model

Abstract

Aim/Purpose: In a context where sports sponsorship has become an increasingly important strategic tool for businesses, this study aimed to explore and validate a set of relational capital and environmental force indicators that influence the effectiveness of a sports sponsorship marketing measurement model in Thailand. The key problem addressed in this paper is the lack of a comprehensive model that integrates relational capital and environmental dynamics in shaping corporate strategies for sports sponsorship, which can limit both marketing effectiveness and return on investment.

Introduction/Background: In today’s competitive global economy, businesses are increasingly compelled not only to innovate, but also to develop sustainable and meaningful relationships with their internal and external stakeholders. Sports sponsorship has evolved into more than a branding tactic—it now serves as a strategic relational and environmental mechanism that enables organizations to project corporate values, engage diverse consumer bases, and cultivate long-term brand loyalty. Sponsorship can enhance brand image, stimulate emotional engagement, and foster mutual trust between sponsors and their audiences. However, despite the rising global emphasis on sports sponsorship, many Thai organizations continue to adopt inconsistent or ad-hoc sponsorship strategies that lack a theoretical foundation or empirical validation. This often results in fragmented collaboration, limited stakeholder impact, and suboptimal returns on investment. Recognizing these challenges, this paper aimed to fill the gap by developing a conceptual model of marketing relational capital and environmental forces, and testing its validity among a sample of marketing executives in varied industry sectors engaged in sports sponsorship within Thailand.

Methodology: In this study, a mixed-methods approach incorporating both qualitative and quantitative research was employed. Initially, in-depth interviews with nine experts were used to extract critical indicators. The core research instrument was a structured questionnaire composed of three parts: a) sponsor profiles, b) a 43-item survey of 12 constructs of relational capital and environment, and c) open-ended questions regarding sponsorship practices. The sample consisted of 645 marketing executives from eight industrial sectors in Thailand who were selected through stratified random sampling. Data analysis was conducted using SPSS 14.0 and AMOS 6.0, employing Confirmatory Factor Analysis (CFA) and Partial Least Squares (PLS) techniques to examine the reliability, validity, and fit of the proposed model.

Findings: The study confirmed that the relational capital and environmental forces model exhibited a good fit with empirical data. Forty-three indicators were validated across eight core elements: three from relational capital—moral and trustworthy appeal, emotional appeal, and logical reasoning—and five from environmental forces—marketing capability, customer orientation, societal impact, government support, and competitor invasion. Each factor demonstrated acceptable levels of reliability and construct validity, with factor loadings above .40 and construct reliability scores exceeding .70. The findings revealed that relational capital significantly contributed to sponsorship outcomes, particularly through emotional and moral appeals that resonate with stakeholders. Additionally, environmental forces such as customer orientation and marketing capability emerged as major drivers that support sponsorship success. The research underscores that relational marketing is central to stakeholder engagement and long-term brand loyalty in sports sponsorship contexts.

Contribution/Impact on Society: This research contributes to the existing body of knowledge by providing a validated framework for assessing relational capital and environmental factors that influence sports sponsorship performance. The study offers insights into how businesses can strategically align sponsorship decisions with relational and environmental capabilities to optimize impact. Furthermore, it highlights the social value of ethical and emotionally resonant sponsorships, demonstrating how relational capital can extend beyond brand promotion to societal development, especially when aligned with national sporting initiatives and community engagement.

Recommendations: For practitioners, the study recommends adopting the proposed indicators as strategic benchmarks for planning and evaluating sports sponsorship campaigns. Companies should prioritize sponsorships that build emotional and moral connections with their target audiences while remaining sensitive to cultural and market-specific factors. It is crucial to establish transparent, long-term partnerships with sports entities and to invest in marketing capabilities that support relationship-building. For researchers, further exploration into the dynamic interplay between sponsorship effectiveness and emerging environmental pressures, such as digital transformation and shifting consumer values, is advised.

Research Limitations: Although the sample was drawn from a broad range of industries, it was geographically limited to Thailand, which may affect the generalizability of findings to other countries. Additionally, the reliance on self-reported survey data may introduce response bias. The use of CFA and PLS techniques, while robust, requires subjective decisions in model construction and indicator selection. The research also focused on business-to-sport relationships and did not capture consumer-side perceptions or outcomes, which could provide a more holistic view of sponsorship effectiveness.

Future Research: Future studies should investigate the causal relationships between relational capital and sponsorship outcomes across different cultural and industry contexts. Expanding the research to include consumer behavior, sponsor-consumer-brand alignment, and digital engagement strategies would offer valuable insights. Moreover, longitudinal studies examining the long-term impact of relational and environmental strategies on sponsorship Return on Investment and brand equity are warranted. Further exploration into local and national sponsorship models and their respective success factors can also contribute to developing a global framework for sports marketing.