Presentation of a managerial model for understanding the positive and negative aspects of corporate sponsorship in the sports arena.
This research paper presents a managerial model that can be effectively applied when discussing the cost benefit relationship of corporate sponsorship in athletic events. In order to create this model, the paper considers the impact of what a community may consider to be too much corporate influence, the problem of advertising a controversial product, overall community perceptions of the presence of a sponsorship, and the goals of the athletic competition at different levels. The paper contends that the managerial model should be able to identify these factors and use them to develop standards for the sponsorship relationships.
Marketing, Money and Maturity
Cost Benefit Relationship
Determine Managerial Model to Use as a Basis for Evaluating Corporate
Sponsorship
Determine Positive Effects of Sponsorship
Determine Negative Impacts of Sponsorship
Determine Equilibrium
Develop Model for Different Levels of Athletic Competition.
Managerial model
Nature of Sponsorship
Integrated Marketing Communication (IMC)
Managerial Aspects of Sponsorship.
Research Methodology
Compare and Contrast Equivalent Systems
Schools with Corporate Sponsorship
Schools without Corporate Sponsorship
Condition of Athletics and Scholastic Performance without Corporate
Sponsorship
Marketing, Money and Maturity
Cost Benefit Relationship
Determine Managerial Model to Use as a Basis for Evaluating Corporate
Sponsorship
Determine Positive Effects of Sponsorship
Determine Negative Impacts of Sponsorship
Determine Equilibrium
Develop Model for Different Levels of Athletic Competition.
Managerial model
Nature of Sponsorship
Integrated Marketing Communication (IMC)
Managerial Aspects of Sponsorship.
Research Methodology
Compare and Contrast Equivalent Systems
Schools with Corporate Sponsorship
Schools without Corporate Sponsorship
Condition of Athletics and Scholastic Performance without Corporate
Sponsorship
“This cost benefit relationship is multifaceted. The direct cost to the corporation is the amount of dollars paid for the sponsorship. However, the indirect costs are the resulting public opinion of the sponsor. The assumption is that by expending advertising revenue, the company is improving their relationship, and brand recognition in the community. However, the question as to whether or not the sponsorship is at risk of creating a backlash against the company has not been addressed. Recent moves by soft drink and snack food corporations to introduce their products into elementary and secondary schools have created a feeling in the communities which are opposed to this level of corporate influence.”