Role of Sport Sponsorship
Sport Business Operations
Sport Promotion and Sales Management
Chapter 8: The Promotional Role of Sport Sponsorship
Pregame Introductions
• It would appear that the 1984 Summer Olympic Games, hosted by the city of Los Angeles, served as the catalyst for the recent phenomenal growth in American sport sponsorship.
• Before the 1984 Games, financing had primarily come from government funding, lotteries, and donations.
• Sponsorship of women’s sport, which has realized an increase of 100% in just the past five years.
• The inability of public funding to keep pace with the skyrocketing cost of sport, as well as an unwillingness of taxpayers to increase public funds for sport, has challenged sport promotion specialists to seek alternative means of generating revenue for sports ranging from those based in schools to those associated with the Olympic movement.
• Consequently, corporate sponsorship has emerged as one of the primary sources of income as well as means of reducing expenses.
• In fact, sponsorship accounts for nearly half of all revenue generated by major college athletic programs within the United States.
• Corporate sport sponsorship has continued to thrive on the basis of a sponsorship’s ability to serve as a platform for a specific type of brand extension, cut through the clutter of traditional media advertising, and provide a cost-effective business-building technique.
• Corporations freely spend thousands, if not millions to nurture relationships with current as well as prospective clients at sporting events.
• In fact, data collected from customers entertained by Federal Express during the 2000-2001 Bowl Championship Series revealed that the opportunity to interact with the sales host significantly improved personal relations with the company, thereby solidifying customers’ willingness to continue shipping with Federal Express.
Sport Sponsorship Platforms
• The platform for sport sponsorship extends beyond events to include
Sport Promotion and Sales Management
Chapter 8: The Promotional Role of Sport Sponsorship
Pregame Introductions
• It would appear that the 1984 Summer Olympic Games, hosted by the city of Los Angeles, served as the catalyst for the recent phenomenal growth in American sport sponsorship.
• Before the 1984 Games, financing had primarily come from government funding, lotteries, and donations.
• Sponsorship of women’s sport, which has realized an increase of 100% in just the past five years.
• The inability of public funding to keep pace with the skyrocketing cost of sport, as well as an unwillingness of taxpayers to increase public funds for sport, has challenged sport promotion specialists to seek alternative means of generating revenue for sports ranging from those based in schools to those associated with the Olympic movement.
• Consequently, corporate sponsorship has emerged as one of the primary sources of income as well as means of reducing expenses.
• In fact, sponsorship accounts for nearly half of all revenue generated by major college athletic programs within the United States.
• Corporate sport sponsorship has continued to thrive on the basis of a sponsorship’s ability to serve as a platform for a specific type of brand extension, cut through the clutter of traditional media advertising, and provide a cost-effective business-building technique.
• Corporations freely spend thousands, if not millions to nurture relationships with current as well as prospective clients at sporting events.
• In fact, data collected from customers entertained by Federal Express during the 2000-2001 Bowl Championship Series revealed that the opportunity to interact with the sales host significantly improved personal relations with the company, thereby solidifying customers’ willingness to continue shipping with Federal Express.
Sport Sponsorship Platforms
• The platform for sport sponsorship extends beyond events to include