A model of sponsorship effects on the sponsor's employees

Drawing from the corporate sponsorship literature, a model is developed that seeks to explain how externally directed corporate sponsorship can influence the behavior of the sponsor's employees. External sponsorship conveys a signal that can impact on employees’ perceptions of their employer. The model seeks to explain the processes and types of possible impacts. Although the model requires confirmation, its conceptualization raises additional avenues to assess the benefits of corporate sponsorship.