Sponsorship in North America: A Survey of Sport Executives

Abstract

one was rated as high by the team/properties. The most notable discrepancies were in the provision of hospitality opportunities and in ties to current ad campaigns. These data seem to indicate that teams and properties need to direct additional attention to the needs of the sponsor in these areas. Both sport executives and sponsors clearly identified the factor of driving quantifiable sales as a key factor in sponsorship arrangements.

Gambling on sport sponsorship: A conceptual framework for research and regulatory review

“…Numerous studies have investigated organisational motives for engaging in sponsorship (see Quinn, 1982;Abratt, Clayton, & Pitt, 1987;Scott & Suchard, 1992;Arthur, 1999;Stotlar, 1999;Carter & Wilkinson, 2000. An early investigation (Quinn, 1982) found businesses engaged in sponsorship mostly as an ad hoc reaction to requests from organisations and individuals, while corporate image development was a secondary motive.…”

“…Current motives reflect growing recognition and use of sponsorship as a vehicle for achieving profit-oriented business objectives including increased market penetration, brand awareness, media exposure, and subsequent contribution to revenue (Arthur, 1999;Javalgi, Traylor, Gross, & Lampman, 1994;Stotlar, 1999;Walliser, 2003). Brand development, particularly image enhancement, can be achieved by aligning an organisation with a prestigious 'property'.…”

Gambling sponsorship of sport: an exploratory study of links with gambling attitudes and intentions

“…Sponsorship is aw idely used tool in the marketing mix of contemporary business organizations because of its capacity to enhancebrand awareness, sales, brand image and market share (Carter &W ilkinson, 2000;Scott &S uchard, 1992;Stotlar, 1999). While sponsorship is used to market aspectrum of products and services, sport sponsorship has been especially favoured by organizations promoting potentially harmfulp roducts or services ( Howard &C rompton, 1995).…”

Métricas De Comunicação De Marketing Offline E Online

“…-Auditoria, pesquisas de atitude, focus groups e estudos específicos com análise fatorial e mapa perceptual (BELCH; BELCH, 2008;LINDENMANN, 1993 (STOTLAR, 1998;MEENAGHAN, 1998;SMOLIANOV;SHILBURY, 2005). …”