When it comes to junior sports, moral dilemmas and strategic decisions are relatable in terms of sponsorship. Parents and coaches, as guardians of young athletes, find themselves torn in the pursuit of financial or in-kind support clashing with concerns for potential exploitation. This journal article by Lenny Vance, Maria Raciti, and Meredith Lawley, published in the Australasian Marketing Journal (Vol. 31, No. 2, 2023), examines this issue using a mixed methodology, combining qualitative insights from 18 participants with a quantitative online survey of 306 Australian junior sports guardians.

The findings of this study offer valuable insights for both scholars and practitioners involved in the field of sports sponsorship. The model developed provides an understanding of the dynamics at play, helping practitioners to make informed decisions regarding sponsorships in junior sports. By recognising the role of moral reasoning in shaping perceptions of sponsor goodwill, marketers and sponsors can navigate the delicate balance between financial support and ethical considerations.

In its quest to shed light on the intricate relationship between moral reasoning, sponsor fit, perceived sponsor altruism, and sponsorship goodwill, this research not only contributes to scholarly understanding but also equips practitioners with a practical model to guide decision-making in the realm of community-based sports sponsorships establishing that a thoughtful and ethically grounded approach is crucial for the well-being and development of young athletes.