Browsing by Subject "Sponsorship"

Now showing 1 - 2 of 2
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    Analyzing Sponsorship Outcomes across the Sports Industry
    (2017-11) Moore, Christopher
    The purpose of this study was to examine the impact of identity and goodwill on the effectiveness of sponsorship in terms of attitudes and purchase intentions (sponsorship outcomes) across three different sponsorship categories (a professional sport organization, a nonprofit organization and a cause-related organization). Data were collected using an online survey distributed across ten different classes at the University of Minnesota (N = 191). Participants were randomly assigned a survey about one of the three sponsorship categories and a hypothetical sponsorship. Participants were then asked questions about their organizational identity and goodwill towards the sponsee, followed by questions about their purchase intentions and attitudes towards the hypothetical sponsor. The results showed that identity and goodwill did in fact influence sponsorship outcomes. These variables were also influenced by the sponsorship categories. In addition, the findings suggest that sponsorship categories were statistically significant to purchase intentions. Furthermore, the findings suggest that goodwill mediates a relationship between sponsorship categories and purchase intentions. This study suggests that sport managers should leverage their organization’s identity and goodwill to attract more sponsors with a higher return on investment than other forms of marketing.
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    Using leadership in energy and environmental design (LEED) certification to solicit sponsorships: A strategic framework for public sport facility marketers
    (2013-08) Huberty, Lana Larae
    The issues surrounding this study included the marketing of LEED Certified public sport facilities. This was a new issue as the LEED Certification phenomenon began in 2000 and was slowly adapted into the sport facility world. For sport facility marketers faced with soliciting sponsorships, incorporating the LEED Certification into the marketing strategies potentially offered a new revenue generation avenue. Application of the congruency theory and exchange theory within the examination of marketing LEED Certified sport facilities added depth to the research. The three research questions focused on current sponsorship solicitation strategies, successful sponsorships, and best practice recommendations. A qualitative approach was employed to the study process.This study applied a constructivist lens aimed at collecting information of sponsorship solicitation methods being utilized by LEED Certified public sport facility marketers. A total of 21 sport marketing professionals were interviewed utilizing an interview guide, and secondary documents were collected and reviewed. The marketers were questioned about marketing strategies and the sponsorship solicitation experiences. The goal of this study was to determine the current strategies for promoting a public sport facility that had a green and/or LEED focus. Discussion involved which strategies were being used, as well as best practice recommendations. Data collected was segmented and labeled, with labels being categorized for content analysis. With the use of a code book, the data was systematically organized and analyzed. Based on opinions from the marketing professionals, a Strategic Framework for Sponsorship Solicitation of a LEED Certified Public Sport Facility was developed and is presented in the results section of the paper. This framework contributes to the understanding of sport marketing strategies with a new focus in sponsorship solicitation with a LEED focus.