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The purpose of this study is by drawing on signaling theory to address the need for more investigation into the conceptual underpinnings of sponsorships by investigating and seeking to understand sponsorship objectives, opinions and practices, with a focus on smaller organisations.

This empirical study contributes to the literature through researched findings from German respondents and a critical evaluation of literature relating to the impact of sports sponsorship on SMEs within local German communities.

Drawing on signalling theory and extant studies, the following four categories of SME sport sponsorship activities are proposed: value-based connections, social engagement, recognition and bonding.

Sponsor, sponsee and dyadic antecedents have increased in both sophistication and complexity, resulting in expected positive consumer outcomes as the justification for marketing communication investments.

Sponsorship has evolved from short-term philanthropic activities to long-term strategic alliances involving billions of dollars of annual spending globally.

SME companies have certain local opportunities that larger multinational corporations cannot replicate.

No study to date has provided researchers with a framework to understand sports sponsorship from an SME perspective. This paper contributes to the theories and practice of sport sponsorship, drawing on signalling theory and extant studies.

How can one better manage risk in situations with a lot of business cycles exposure? This article offers practical approaches to this.

The article is derived from field studies that lead to the authors' prescriptives.

The paper presents several concrete ways to better cope with risk exposure, for example optionality, in/out, long/short.

This piece is original. The authors have not seen similar documentations/articles elsewhere.

Investigates travelling circuses in depth with particular emphasis on the UK and the efforts of the anti‐circus movements and their allies, the RSPCA in particular. Looks in depth at the training and conditions of the animals in circuses with emphasis on the owners of animals involved. Concludes that as a result of the “antis” efforts circuses in the UK gave up most animal acts leaving the circus to develop in other areas such as plays and displays.