Sport commercialism and its impact on sponsorship strategy
Journal Title: Choregia - Year 2015, Vol 11, Issue 2
Abstract
Sport commercialism has increased tremendously over the past twenty years. Major sporting events and organizations are at the point where most cannot survive without outside sponsorship revenue. This study on American attitudes towards sport sponsorships analyzes the increased sport commercialism’s impact on sport fans. Previous studies on sport sponsorship and commercialism showed that increased sport commercialism leads to a negative purchase intent although a younger fan may be resistant to the negative influence of over-commercialism. This study builds upon such research by comparing gender, age, type of sport (professional versus amateur) and fanavidity. Perhaps paradoxically, this research suggests there is no correlation between over-commercialism and sport interest across numerous demographic categories. This data of corporate influence on sport commercialism may provide insights for sport sponsors as they best position their brands to the sport avid consumer.
Authors and Affiliations
Tracy Trachsler (PhD)| Sport Management Department at SUNY Cortland NY, USA, Laurence DeGaris (PhD)| School of Business at University of Indianapolis IN, USA, Mark Dodds (JD)| Sport Management Department at SUNY Cortland NY, USA
Keywords
Related Articles
- EP ID EP12615
- DOI http:dx.doi.org/10.4127/ch.2015.0103
- Views 387
- Downloads 31
Special Educational Strategies for Nursing Staff
Acting emotionally has been the explicit target for many service professions. However, in the case of nursing, the concept of emotional labour remains implicit and elaborated only when the adverse effects of emotional...
Investigating the Role of Sport Media in Developing Championship Sport
The purpose of this research was to investigate the role of sport media in developing championship sport. It was applied, descriptive - comparative research. Population composed of media experts, sport experts, and nati...
Impact of Demographic Factors on Management Competencies of the Municipal Sport Organizations
The purpose of this study was to define the competencies required for the administration of the sports facilities, of the municipal sport organizations and to compare them with selected variables, such as age, educati...
Exploring the Relationship between Task Conflict, Relationship Conflict, Organizational Commitment
In the Australia, Canada, parts of Europe, and the United Kingdom, the provision of sport has had a long tradition of reliance on volunteers. However, there has been increasing pressure for voluntary sport organizations...
The Sporting Exemption in European Case Law (The "Olympique Lyonnais" case)
In the early nineties, when the “Bosman†case arose, sports authorities were faced with a great challenge. The widely accepted autonomy and self - regulation of the sports sector was at stake. If sports we...