Corporate sponsorship activities and the information sources of employees

The benefits of corporate sponsorship to a sponsor often flow from recognition and approval of audiences targeted through sponsorship-linked marketing activity. A neglected audience consists of employees of the sponsoring organisation. This paper examines the information sources through which employees become aware of the employer's sponsorship activities and assesses whether these sources fifer between employees of different size firms. There are significant differences in internal and external sources used suggesting that different approaches to communicating sponsorship activities to employees may be required.