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Journal articles on the topic 'Sport event marketing'
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Taks, Marijke, B. Chris Green, Laura Misener, and Laurence Chalip. "Sport participation from sport events: why it doesn’t happen?" Marketing Intelligence & Planning 36, no. 2 (April 3, 2018): 185–98. http://dx.doi.org/10.1108/mip-05-2017-0091.
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Purpose The purpose of this paper is to present and use an event leveraging framework (ELF) to examine processes and challenges when seeking to leverage a sport event to build sport participation. Design/methodology/approach The study used an action research approach for which the researchers served as consultants and facilitators for local sports in the context of the International Children’s Games. Initially three sports were selected, and two sports were guided through the full leveraging process. Prior to the event, actions were planned and refined, while researchers kept field notes. Challenges and barriers to implementation were examined through observation immediately prior to and during the event, and through a workshop with stakeholders six weeks after the event, and interviews a year later. Findings With the exception of a flyer posted on a few cars during the track and field competition, none of the planned action steps was implemented. Barriers included competition and distrust among local sport clubs, exigencies associated with organizing event competitions, the event organizers’ focus on promoting the city rather than its sports, and each club’s insufficient human and physical resources for the task. These barriers were not addressed by local clubs because they expected the event to inspire participation despite their lack of marketing leverage. The lack of action resulted in no discernible impact of the event on sport participation. Research limitations/implications Results demonstrate that there are multiple barriers to undertaking the necessary steps to capitalize on an event to build sport participation, even when a well-developed framework is used. Specific steps to overcome the barriers need to be implemented, particularly through partnerships and building capacity for leverage among local sport organizations. Originality/value This study presents the ELF, and identifies reasons why sport events fail to live up to their promise to build sport participation. Necessary steps are suggested to redress that failing.
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McKechnie, Donelda S. "PromoSeven Sports Marketing." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–5. http://dx.doi.org/10.1108/20450621111110348.
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Subject area Sport marketing, sponsorship, marketing strategy, event management. Study level/applicability Undergraduate and Postgraduate Business and Management. Case overview This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew attention to Dubai's financial situation. Expected learning outcomes This case can be used to teach sport marketing, sponsorship, event management, and marketing strategy. It can also be used to identify target market segments for sports and the positioning that may appeal to those segments. Supplementary materials A teaching note is available on request.
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Ferrand, Alain, and David K. Stotlar. "Introduction: New perspectives in sport event marketing." International Journal of Sport Management and Marketing 7, no. 3/4 (2010): 145. http://dx.doi.org/10.1504/ijsmm.2010.032576.
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Raggiotto, Francesco. "Risk is my business. Determinants of revisit intentions among participants in extreme sporting events." MERCATI & COMPETITIVITÀ, no. 2 (June 2019): 105–26. http://dx.doi.org/10.3280/mc2-2019oa8134.
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Multi-billion-dollar revenues and thousands of people involved, qualify extreme sports as a growing marketing phenomenon. This study addresses the determinants of consumer-athletes intention to revisit extreme sport events. We propose a model investigating the role sensation-seeking tendency, event satisfaction, and event image fit in determining revisit intention of active participants, basing on sensationseeking theory. The model is empirically tested with the SPSS PROCESS macro on 240 active participants in extreme sport events. The findings suggest that sensationseeking leads to revisit intention only through satisfaction, especially when event image fit is strong.
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Piątkowska, Monika, and Jolanta Żyśko. "Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™." Physical Culture and Sport. Studies and Research 50, no. 1 (December 1, 2010): 118–32. http://dx.doi.org/10.2478/v10141-010-0029-6.
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Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without incurring the same extent of its costs. "Ambushers" are becoming increasingly astute at developing ways to circumvent legal attempts to control non-sponsor marketing strategies.Therefore, the aim of the paper is to introduce and categorize various ambush marketing methods and counter-ambushing strategies. As ambush marketing has shifted over time from broadcast sponsorship campaigns and venue surrounding advertising to more off-site venue marketing, it is also important to analyze how the organizers of major sport event prevent the event itself, the sponsorship rights and how they deal with ambush marketing issue. The case of 2010 FIFA World Cup South Africa has been studied.
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Zarei, Azadeh, Kirsten Holmes, and Aminuddin Bin Yusof. "Sport Event Attributes Influencing Sport Tourists' Attendance at Sepak Takraw Event." Event Management 22, no. 5 (October 1, 2018): 675–91. http://dx.doi.org/10.3727/152599518x15299559637626.
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Thomson, Alana, Katie Schlenker, and Nico Schulenkorf. "Conceptualizing Sport Event Legacy." Event Management 17, no. 2 (July 17, 2013): 111–22. http://dx.doi.org/10.3727/152599513x13668224082260.
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Dio Nanda Permai, Ygnasius. "Bentuk-Bentuk Strategi Ambush Marketing Yang Dijalankan Oleh Pihak Sponsor Pada Kejuaraan Djarum Indonesia Open." Akubis: Jurnal Akuntansi dan Bisnis 1, no. 02 (December 1, 2016): 12–23. http://dx.doi.org/10.37832/akubis.v1i02.21.
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The role of sport sponsorship as the main option in the marketing communication has become a very vital part in funding various Ambush marketing related to sport, where a company which is not an official sponsor of the event (official partner) conduct a business that includes their names, products, and services to a sporting event or kopetisi with a marketing strategy that is "unique". The purpose of this study was to determine the forms ambush marketing strategies taken by the sponsor in the Djarum Indonesia Open Championship and to determine consumer response to the Djarum Indonesia Open championship against forms of Ambush Marketing strategy. Results of the study that the shapes strategy Ambush Marketing in run Party Links Championship Djarum Indonesia Open, among others: the first one that is, forms of strategies Ambush marketing is run by the Party Links Championship Djarum Indonesia Open is: Sponsor media coverage of the event or ambusher become sponsors of the various media that include elements of an event, usually by creating events in hot spots around the event took place, a sponsor from the event and perform exploitation campaign aggressively, making sponsorship linked with the contribution of sports stars as well as engage in Advertising, which coincided with sposnsor event. Secondly, the consumer response is part of consumer behavior at the championships Djarum Indonesia Open can be shown in willingness to recommend the brand or ready in recommending the brand to others, willingness to pay a price premium for the brand, namely the decision of use of the brand is based on the price offered price itself is inseparable from the values and benefits that includes products or services offered, as well as willingness to accept brand extensions that decition in using an existing brand belonging has launched a new product.
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Miles, Lee, and Richard Shipway. "Exploring the Covid-19 Pandemic As a Catalyst for Stimulating Future Research Agendas for Managing Crises and Disasters at International Sport Events." Event Management 24, no. 4 (May 8, 2020): 537–52. http://dx.doi.org/10.3727/152599519x15506259856688.
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While the interdisciplinary study of crisis, disaster, and emergency management has become increasingly sophisticated, the identification of synergies, useful concepts, and future research agendas in relation to studies within the domain of sport event management to inform these areas, is still at a very early stage of development. The far-reaching global impact of the COVID-19 pandemic further illustrates the timely importance of this research agenda for both sports events and broader studies in festivals and events. The purpose of this article is to critically scope the resilience landscape to help further understand how studies on both international sports events (ISEs) specifically, and both sport and event management studies more generally, could be better informed by disaster management and resilience studies. The article highlights eight key thematic areas that merits further investigation and combines to identify a multidisciplinary research agenda and framework for advancing knowledge on managing crises and disasters in both sport and event management studies.
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Kennelly, Millicent. "“We’ve never measured it, but it brings in a lot of business”." International Journal of Contemporary Hospitality Management 29, no. 3 (March 20, 2017): 883–99. http://dx.doi.org/10.1108/ijchm-10-2015-0541.
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Purpose This paper aims to examine participatory sport event organizers’ perspectives on potential connections between their events and tourism and destination marketing outcomes. Design/methodology/approach This qualitative study entailed in-depth interviews with participatory sport event organizers in the United Kingdom, coupled with thematic analysis of event websites and social media. The paper uses Chalip’s (2004) model for host community event leveraging to interpret findings. Findings Event organizers focused on attracting participants and delivering positive experiences, rather than on stimulating tourism-related outcomes. However, organizers used a range of strategies to attract participants, such as emphasizing attractive and unique location features, which could also serve to entice active sport tourists and promote the event host destination. Research limitations/implications Participatory sport event organizers may not prioritize or even sufficiently understand the potential for their events to generate tourism outcomes. For organizers confronted with operating constraints and event delivery challenges, it may be difficult to find the time, and practical ways, to satisfy the needs of tourism stakeholders. Originality/value The unique contribution of this paper is its focus on supply-side perspectives on the role of participatory sport events as tourism catalysts, and its examination of the potential for such small-scale events to contribute to sustainable tourism development. This paper also considers the nature of event organizers’ role in implementation of Chalip’s (2004) model for host community event leveraging.
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McKelvey, Steve, and John Grady. "Sponsorship Program Protection Strategies for Special Sport Events: Are Event Organizers Outmaneuvering Ambush Marketers?" Journal of Sport Management 22, no. 5 (September 2008): 550–86. http://dx.doi.org/10.1123/jsm.22.5.550.
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Companies invest millions of dollars to become “official sponsors” of major global sporting events. The tremendous publicity and consumer audiences generated by such events provide an attractive marketing opportunity for companies other than the event’s official sponsors who seek to associate themselves in the minds of the public with the goodwill and popularity of these events. This activity, known as ambush marketing, poses significant legal and business challenges for sport event organizers seeking to protect both the financial investment of official sponsors and the integrity of their sponsorship programs. With rising sponsorship stakes, event organizers have become increasingly proactive in their efforts to combat ambush marketing. This article examines the implementation and effectiveness of a variety of evolving sponsorship program protection strategies including: pre-event education and public relations initiatives; on-site policing tactics; contractual language in athlete participation and spectator ticket agreements; and the enactment and enforcement of special trademark protection legislation.
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Dwyer, Brendan, and Yongjae Kim. "For Love or Money: Developing and Validating a Motivational Scale for Fantasy Football Participation." Journal of Sport Management 25, no. 1 (January 2011): 70–83. http://dx.doi.org/10.1123/jsm.25.1.70.
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The contemporary sport fan has the ability to consume spectator sport through several means including event attendance, television and radio broadcasts, print publications, and Internet applications. Recently, an ancillary sport service, termed fantasy sports, has become one of the most popular activities among sport fans. As a result, the business of fantasy sports is booming. This study examined motivational dimensions underlying fantasy football participation from a Uses and Gratifications perspective. Utilizing Churchill’s (1979) five-step method for developing quality marketing measures, this study identified and validated three motivational dimensions:entertainment/escape, competition, andsocial interaction. The results suggest a pattern of fantasy football participation that is more purposeful and active than traditional media use. Discussed are the gambling associations, future research opportunities, and suggestions for developing fantasy football participation into a more creative and interactive marketing communication tool.
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Chiu, Cheryl, and Do Young Pyun. "Investigating Brand Image Transfer in Sport Sponsorship Of a Participation Sport Event in Singapore." Event Management 24, no. 2 (April 7, 2020): 263–75. http://dx.doi.org/10.3727/152599518x15403853721240.
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The interest from corporate sponsors in participation sport events in Singapore has increased. This study explores the applicability of the model for brand image transfer in a local participation sport event as to whether sponsor–event congruence, event emotions, and attitude still work as driving variables for brand image transfer. The data were collected from 224 event participants (aged from 16 to 40) at Surf n Sweat, which was Singapore's biggest beach running event. The questionnaire consisted of the items measuring sponsor–event congruence, event emotions, attitude towards the event, attitude towards the sponsor, and purchase intention. A structural equation modeling supports an adequate overall and internal fit of the model to the data. The path analysis shows that sponsor–event congruence significantly influenced positive event emotions (β = ;0.31), positive event emotions significantly influenced attitude towards the event (β = 0.73), event attitude significantly influenced attitude towards the sponsor (β = 0.33), and sponsor attitude significantly influenced purchase intention (β = 0.82). However, negative event emotion did not mediate the relationship between sponsor–event congruence and event attitude. The findings provide empirical evidence of consumer behavior in brand image transfer, thereby benefiting corporate sponsors looking to explore event sponsorship for their brand marketing in Singapore.
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Daigo, Ebe, and Kevin Filo. "Using a Sport Event to Create a Sense of Community: Charity Sport Event Manager Perspectives." Event Management 24, no. 1 (February 19, 2020): 57–74. http://dx.doi.org/10.3727/152599519x15506259856039.
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Charity sport events not only involve completing the activity, but also the opportunity to bring people together. A variety of research has examined charity sport events' capacity to foster a sense of community from the participant point of view. The current research examines sense of community within charity sport events from the event management perspective and advances the following research question: What do charity sport event managers feel they have put in place to create sense of community among participants? To address this research question, qualitative data were collected via interviews with 15 charity sport event managers in Japan. An interview guide comprised of six demographic questions, along with nine questions based upon the sense of community in sport framework was utilized. Five themes were identified within the interviews: charitable contribution, soliciting feedback from participants, interactive event environment, supplementary activities, and lack of competition. Two themes from the sense of community in sport framework that did not emerge across the interviews underscore opportunity for event managers to leverage mobile applications and online discussion forums to engage participant's shared interest in sport, as well as enlist leaders among event participants to serve as advocates. Based on the current results, future research can include managers from the designated charities aligned with events to assess whether the sense of community created within these events leads to long-term benefits for the organization.
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Filo, Kevin, Daniel C. Funk, and Glen Hornby. "The Role of Web Site Content on Motive and Attitude Change for Sport Events." Journal of Sport Management 23, no. 1 (January 2009): 21–40. http://dx.doi.org/10.1123/jsm.23.1.21.
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Sport event tourism is a major component of sport related tourism in many countries. Sport event organizations should strive to develop Internet marketing communication that features event information relevant to potential sport tourists. Using the Psychological Continuum Model (PCM) as its theoretical framework, this article presents two studies examining information requirements for sport event Web sites and evaluating the impact of Web site communications on consumer motivation and attitudes toward the event. Study 1 first used an open-ended response listing exercise to identify 15 information themes that should be accessible on a sport event Web site (N= 54) and then demonstrated in a between-subjects experimental design that providing these information themes increased satisfaction with the Web site (N= 40). Study 2 used a within-subjects experimental design to reveal that provision of these information themes had no impact on travel motives, but did increase favorable attitudes toward a sport event and intention to attend the event (N= 39). This research provides evidence that Web site marketing communication does activate attitude change within consumers, as well as empirical support for attitude change within the PCM framework. Findings highlight the potential strategic use of Web site communication for sport event organizers to enhance consumer attitudes toward the event and increase attendance.
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Filo, Kevin, Daniel Funk, and Danny O’Brien. "The Antecedents and Outcomes of Attachment and Sponsor Image Within Charity Sport Events." Journal of Sport Management 24, no. 6 (November 2010): 623–48. http://dx.doi.org/10.1123/jsm.24.6.623.
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Sport events benefiting a charitable cause have emerged as meaningful experiences for participants. These charity sport events may allow event sponsors to shape perceptions of corporate image among event participants. Using the Psychological Continuum Model (PCM) as the theoretical framework, the factors that contribute to participants’ perceptions of event sponsors are examined. The influence of this image of event sponsors on behavioral outcomes among participants is also investigated. A post-event questionnaire was administered to participants in a sport event (N= 672) to investigate the relationships among motives, sponsor image, event attachment, purchase intent, and future participation intent. Results reveal that recreation and charity motives contribute to event attachment, while charity motives and event attachment contribute to sponsor image. Significantly, sponsor image and attachment contribute to purchase intent for event sponsors’ products. Finally, sponsor image does not influence future participation intent, while event attachment does. The results illustrate the discrete roles that sponsor image and attachment play in sport consumption activities. Suggestions are made for the strategic selection and marketing of events by potential sponsors to most effectively leverage event sponsorship opportunities.
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Adi, Sapto. "KEPUASAN STAKEHOLDER DALAM OLAHRAGA MULTI EVENT SEBAGAI MODAL SPORT MARKETING." Jurnal Sport Science 10, no. 1 (June 30, 2020): 42. http://dx.doi.org/10.17977/um057v10i1p42-52.
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Pemasaran dibidang olahraga pada saat ini berkembang begitu pesat di era revolusi industri 4.0. Pemasaran olahraga tidak hanya diterapkan pada produk barang dan jasa, namun juga termasuk hasil kekayaan intelektual keolahragaan. Dalam multievent olahraga diperlukan pengelolaan yang baik dari tahap persiapan, pelaksanaa, dan evaluasi kegiatan. Evaluasi sebagai salah satu cara untuk mengetahui keberhasil kegiatan. Berdasarkan evaluasi kegiatan diperoleh hasil bahwa sebagian besar responden memberikan balikan yang baik dan sangat baik, serta respon yang positif terhadap pelaksanakan kegiatan multievent olahraga. Kepuasan stakeholder ini di masa yang akan datang dapat dipergunakan sebagai modal untuk memasarkan event olahraga kepada custumer.
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Rundh, Bo, and Patrik Gottfridsson. "Delivering sports events: the arena concept in sports from a network perspective." Journal of Business & Industrial Marketing 30, no. 7 (August 3, 2015): 785–94. http://dx.doi.org/10.1108/jbim-06-2013-0131.
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Purpose – The purpose of this paper is to investigate how the arena concept is used in sports marketing. The prevailing situation and the development of the arena concept require a combination between sport, business and entertainment. Design/methodology/approach – To fulfil the aim of this study, we have used a qualitative method in the form of a case study. Secondary data and personal interviews were mainly used. Even though an interview guide was used, the key informants were allowed to tell their stories freely and discuss the development of the arena concept over time. Field observations have also been an important input in the process. Findings – In delivering the sport event, there is a complex set of actors that must interact and intervene with each other. This paper contributes to the sport marketing field by analyzing the market situation in a network perspective. It also gives an idea of the relative positions of the organisations making up the network. When a sport club is delivering a sport event, there is a complex set of actors that must interact and intervene with each other, which those actors are and what they bring to the network depends on if you consider the network from a non-commercial sport point of view, or from a business and commercial point of view. In a traditional perspective, the side of the network that is based on the non-commercial or sport side consists of actors that are volunteers and engaged in the team for the fascination of sport. Research limitations/implications – The arena concept has been an important part in building relationships with different business actors in relation to the surrounding actors and the community. The activity-resource-actor model provides the analytical tools for analyzing the actors, resources and activities for developing the marketing strategy for a sport club. Originality/value – This paper provides a unique insight into how a sports club has been able to use different resources to create a successful incubation from primarily being a non-profit organisation. The arena concept has been an important part in building relationships with different business actors in relation to the surrounding actors and the community.
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Radikonyana, Paul S., Ernie Heath, Felicite Fairer-Wessels, J. J. Prinsloo, and Theuns G. Pelser. "A Strategic E-Marketing Framework For Sport Mega-Events." Journal of Applied Business Research (JABR) 31, no. 2 (March 3, 2015): 437. http://dx.doi.org/10.19030/jabr.v31i2.9127.
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This article reports on a study that was conducted which aims to understand the optimal usage of e-marketing in sport mega-events with reference to the 2010 FIFA Soccer World CupTM which was held in South Africa. A conceptual framework to optimally leverage e-marketing opportunities related to the hosting of sport mega-events was developed from the findings of this study. Building on an in-depth analysis of the contemporary literature on this very dynamic topic, as well as key lessons learned from an analysis of international case studies, primary research was conducted before and after the 2010 FIFA Soccer World CupTM, involving key stakeholders in the event and destination marketing sphere. Based on the preceding phases, the strategic framework that was conceptualised provides parameters and guidelines for the effective utilisation of e-marketing and e-marketing tools in future sport mega-events. Furthermore, 11 critical success factors (CSFs) were determined that should be considered when developing and implementing an e-marketing strategy for mega-events. In addition to adding value to the body of knowledge in this increasingly important sphere of tourism, recommendations regarding future research in this dynamic field of study are addressed.
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Dwyer, Larry, and Liz Fredline. "Special Sport Events—Part I." Journal of Sport Management 22, no. 4 (July 2008): 385–91. http://dx.doi.org/10.1123/jsm.22.4.385.
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Cities, regions, and countries are making increasing use of special sport events in their economic and social development mix. Governments and event organizers often justify special sport events on the grounds that such events can build social capital, attract visitors, foster trade, enhance the host destination’s brand, and serve as catalysts for the development of new infrastructure. As a result of the proliferation of special sport events, there is an increasing need to determine the means via which events do (and do not) contribute to their stated social and economic development objectives. Consequently, it is vital to understand the unique challenges of managing and marketing special sport events.
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Armstrong, Ketra L. "Self and Product Image Congruency among Male and Female Minor League Ice Hockey Spectators: Implications for Women’s Consumption of Professional Men’s Sports." Women in Sport and Physical Activity Journal 10, no. 2 (October 2001): 1–27. http://dx.doi.org/10.1123/wspaj.10.2.1.
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Women’s increased interest in and consumption of professional men’s sports have made women a viable target market for men’s sports (Shank, 1999). However, since males comprise the majority of the consumer base for men’s sports, the challenge for men’s sport organizations is to identify the factors that may influence sport consumption among males and females differently. The objective of this paper was to examine image congruency among male and female spectators (n=120) in attendance at a minor league men’s ice hockey event. Image congruency refers to the match or consistency between consumers’ self-images and their images of products they are consuming (Sirgy, 1986). The results revealed differences in the selfimages, product images, and (consequently) level of image congruency experienced between males and females with the overall event. The results also revealed a need for differentiated sport marketing strategies targeted to male and female consumers.
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Chien, P. Monica, Sarah J. Kelly, and Chelsea Gill. "Identifying objectives for mega-event leveraging: a non-host city case." Marketing Intelligence & Planning 36, no. 2 (April 3, 2018): 168–84. http://dx.doi.org/10.1108/mip-05-2017-0085.
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Purpose The purpose of this paper is to identify strategic objectives that can be utilized by non-host communities to leverage the opportunities provided by mega sport events. The unique context and timing of this study facilitates discussion surrounding a particular non-host community and how it can plan relevant objectives to best identify appropriate leveraging mechanisms. Design/methodology/approach The study adopted a qualitative approach, drawing upon a case study of Kobe City, Japan, a non-host city of the Tokyo 2020 Olympic Games. Data were collected using diverse sources such as site visits, field notes, newspaper articles, destination marketing materials, archival data from sport and tourism facilities, and workshop with key stakeholders. Findings The within-case analysis identified four key objectives a non-host city could utilize to leverage mega sport events, namely, enhancing destination brand equity, integrating leveraging strategies with the existing event portfolio, fostering social capital, and strengthening corporate networks. Originality/value Research on event leveraging has typically focused on host cities, while there has been limited research attention on non-host cities. This paper highlights the importance of formulating shared objectives so as to provide a strong focus for relevant stakeholders, guide the deployment of resources, and create effective leveraging strategies. Few studies have focused on the planning of leveraging initiatives.
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Chiu, Weisheng, Doyeon Won, and Ho Keat Leng. "The relationship between sport involvement, perceived event prestige, and the intention to attend annual spectator events." Asia Pacific Journal of Marketing and Logistics 31, no. 5 (November 11, 2019): 1405–21. http://dx.doi.org/10.1108/apjml-03-2018-0103.
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Purpose The purpose of this paper is to examine the relationship between sport involvement, perceived event prestige and attendance intention of annual sporting events. In addition, it examines the moderating effects of gender and past experience on the proposed model. Design/methodology/approach Data were collected, using an on-site survey, from spectators (n=349) who attended the men’s or women’s basketball tournaments of the 2016 William Jones Cup held in Taiwan. Findings The results showed that perceived event prestige partially mediated the relationship between sport involvement and attendance intention of sporting events. Moreover, the moderating effects of gender and experience were found in the proposed model. Specifically, male spectators’ involvement had a significantly stronger influence on perceived event prestige, and, in turn, their perception of event prestige played a more significant role in influencing attendance intention. Also, sport involvement was more important in predicting attendance intention for experienced spectators whereas the prestige of the event was more important for first-time spectators. Originality/value This study suggests that sport event organizers need to employ different strategies in developing the subsequent editions of the event and retaining fans’ interest in the sport. Specifically, event organizers need to enhance the prestige of the sporting event through effective marketing communication to attract first-time spectators to the event.
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O’Reilly, Norm, Alana Gattinger, and Elisa Beselt. "Sponsorship Sales in Minor Sport: The Case of the 2013 International Triathlon Union World Duathlon Championships." Case Studies in Sport Management 3, no. 1 (January 2014): 93–104. http://dx.doi.org/10.1123/cssm.2014-0030.
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This case focuses on the sponsorship sales aspect of the 2013 International Triathlon Union World Duathlon Championships in Ottawa, Ontario, Canada. The case outlines the process of acquiring the right to host the event and creating/implementing a sponsorship sales strategy for the event. The case provides background on the sport of duathlon and the city of Ottawa’s capacity to host an international sport event of this level. This case recognizes that securing sponsorship is a major challenge that many small sport organizations and sport events face. Strategies are presented to show how these sport organizations can actively promote their offerings to overcome this challenge. Intended for graduate and undergraduate students in sport management, event management, and marketing, information for this case was obtained from interviews with event staff, secondary research, and documentation provided by the event organizing committee. It will be necessary for students to use critical thinking to provide feedback to the organizing committee about how they can target and acquire sponsors for the 2013 International Triathlon Union World Duathlon Championships.
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Blažek, Adam. "Marketingové plánování a řízení vrcholové sportovní akce – Czech Open." Studia sportiva 10, no. 1 (July 11, 2016): 155–62. http://dx.doi.org/10.5817/sts2016-1-16.
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My work describes practical hypothesis of the organizational coping of a sport event – international tennis tournament Czech Open. My work also focuses on content and form of a marketing plan and the role of a manager by the creating of a marketing plan. Discussion is held with main managers of the TK Plus s.r.o. who are responsible for the course of this event. The method of directed dialogue was used in this part. The discussion is based on 15 questions that cover all problems of the organization of this sport event. The questionnaire and answers are a component of my work (in the text and appendix). Conclusion offers some generalization of the acquired results and assessment of the presumption for the organizational coping of a sport event.
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Brassie, P. Stanley. "Guidelines for Programs Preparing Undergraduate and Graduate Students for Careers in Sport Management." Journal of Sport Management 3, no. 2 (July 1989): 158–64. http://dx.doi.org/10.1123/jsm.3.2.158.
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In 1987 the National Association for Sport and Physical Education (NASPE) appointed a task force to develop undergraduate and graduate curricular guidelines for institutions preparing sport management professionals. The undergraduate guidelines address the three components of a sport management curriculum: (a) the foundational areas of study comprising full courses in business management, marketing, economics, accounting, finance, and computer science; (b) the application areas of study composed of sport foundations (e.g., sport sociology, sport psychology, sport history /philosophy, women in sport), sport law, sport economics, sport marketing/promotion, and sport administration; and (c) the field experiences including practical and internships. The graduate guidelines build upon the undergraduate preparation and include (a) two required courses in research methods and a project or thesis; (b) advanced application electives in sport law, sport economics, sport marketing/promotion, sport administration, facility design, and event management; and (c) the field experiences of practical and internships.
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Könecke, Thomas, and Grzegorz Kwiatkowski. "Why do People Attend Sport Events at Mature Tourist Destinations? An Analysis of Visitors’ Motivation to Attend the Windsurf World Cup on Sylt." Polish Journal of Sport and Tourism 23, no. 2 (June 1, 2016): 104–12. http://dx.doi.org/10.1515/pjst-2016-0013.
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Abstract Introduction. Sport events have become a popular tool for the marketing of tourist destinations. In this regard, it has to be kept in mind that the effects events can generate for destinations largely depend on the motivation of the attendees. Building on this insight, the aim of this paper is to compare the motivational structures of two types of visitors (primary purpose event visitors and casual visitors) to the German island of Sylt during a Windsurf World Cup. This event-destination combination was chosen because it represents the tendency for popular tourist resorts to use small-scale sport events in their marketing efforts. Material and methods. The research was conducted using an a priori segmentation of event attendees as casual visitors and primary purpose event visitors that is based on a well-established theoretical background. Results. The results revealed that both visitor groups were mainly motivated by cheering for the surfers and indulging in vicarious achievement. Furthermore, both showed some interest in learning more about the destination. Interestingly, many other motives that had been identified in (sport) tourism research did not seem to be very relevant for the respondents. Conclusion. Event marketers should heavily emphasise the opportunity to watch and closely relate to the surfers. Thus, including internationally popular athletes - if they are also popular in Germany - as well as local heroes in the event seems to be reasonable.
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Green, B. Christine, Carla Costa, and Maureen Fitzgerald. "Marketing the Host City: Analyzing Exposure Generated By a Sport Event." International Journal of Sports Marketing and Sponsorship 4, no. 4 (January 2003): 48–66. http://dx.doi.org/10.1108/ijsms-04-04-2003-b005.
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Dickson, Tracey J., Laura Misener, and Simon Darcy. "Enhancing destination competitiveness through disability sport event legacies." International Journal of Contemporary Hospitality Management 29, no. 3 (March 20, 2017): 924–46. http://dx.doi.org/10.1108/ijchm-10-2015-0530.
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Purpose This paper aims to contribute to the event legacy discourse by exploring the nexus between event legacy literature and destination competitiveness by focusing on disability sport events or parasport and addressing an identified gap in the research literature. Design/methodology/approach This is achieved through conducting a systematic review of disability sport events literature; performing an audit of international disability sport events; developing a typology of disability sport events; and outlining a research agenda drawing upon these previous steps. The typology is then placed in context to the destination competitiveness framework to provide direction for both host organizing committees and tourism destination managers. The research framework reflects the complexity of disability sport events with specific reference to the social impact of disability sport events for destinations. Findings Despite calls for increased research into accessible tourism and events, the potential social legacy for communities and destinations from disability sport or parasport events remains absent from most sport, event and tourism literature. The findings and resultant typology from this study provide an interdisciplinary approach to value add to the disability sport event and destination management sectors. The combined understanding of both sectors creates an opportunity to leverage further events through marketing accessibility as a competitive advantage, seizing opportunity for international and national disability events, and the subsequent event accessible tourism and general accessible tourism that improved destination accessibility provides a host city or precinct. Research limitations/implications The disability sport event typology and a research agenda that supports future research are outcomes of this research. Practical implications These insights are beneficial to both researchers and practitioners interested in leveraging the opportunities from disability sport events to support sustainable destination development and competiveness that reflect the needs of a population with diverse access needs, including our ageing population, those with temporary disability and parents with young children. Originality/value This research lays the groundwork to support the desired social legacy for future host communities. From a theoretical perspective, given the paucity of research on disability sport, the typology offers a means to evaluate and monitor the impacts of various types of events from the perspectives of sustainable development, tourism, accessibility, community engagement and public policy. The addition of understanding destination competitiveness and the underlying criteria for accessible destination development provides opportunities to further leverage disability sport event beyond the event itself for ongoing accessible events, tourism and disability employment opportunities.
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Eddy, Terry, and Benjamin Colin Cork. "Sponsorship antecedents and outcomes in participant sport settings." International Journal of Sports Marketing and Sponsorship 20, no. 1 (February 4, 2019): 26–42. http://dx.doi.org/10.1108/ijsms-05-2016-0018.
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Purpose The purpose of this paper is to measure participants’ sponsorship awareness, and assess a model designed to predict participants’ behavioral intentions toward the sponsors of the Fayetteville Race Series. Design/methodology/approach The study is based on non-experimental survey research design using path analysis. Findings Perceived sponsor goodwill had a positive direct effect on participants’ sponsor behavioral intentions, as well as a positive indirect effect partially mediated by sponsor image. Sponsor image and future event participation also had positive direct effects on behavioral intentions. Overall, participants had very positive perceptions of the sponsors’ goodwill and image, and indicated positive future intentions. Participants’ ability to identify event sponsors through aided recall was inconsistent between the two events studied. Practical implications The positive outcomes for sponsors observed in this study should make small, regional, participant-based sport events appealing marketing channels, especially for generating goodwill in the community. Further, even small sponsorship spends can have a significant impact on these smaller events, since traditional funding sources continue to be cut. Originality/value Existing literature on sponsorship of participant sport-based events has generally focused on large events (i.e. marathons that draw participants nationally), despite the prevalence of smaller scale, regional events around the world.
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Close Scheinbaum, Angeline, Russell Lacey, and Minnette Drumwright. "Social responsibility and event-sponsor portfolio fit." European Journal of Marketing 53, no. 2 (February 11, 2019): 138–63. http://dx.doi.org/10.1108/ejm-05-2018-0318.
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Purpose This study aims to examine the outcomes of consumer perceptions of event social responsibility (ESR) for a sponsored community event and its sponsor portfolio (i.e. group of sponsoring companies). It integrates a new antecedent and new moderators of ESR with extant findings to provide a comprehensive model that is theoretically grounded in social identity theory, congruency theory and image and affect transfer. Design/methodology/approach The authors test the theoretical framework via a field study of attendees (n = 879) at a sponsored, large-scale sporting event that provided ESR through health and wellness education and activities. A field study is especially appropriate because of the experiential nature of sponsored events and ESR. Findings Fan identification with the sport is an antecedent of ESR, and motivation to attend the event’s supporting activities moderates the relationship between fan identification and ESR. High event-sponsor fit strengthens the relationship between ESR and word-of-mouth and between ESR and sponsor patronage. Research limitations/implications This study illuminates the role of ESR as a key driver of outcomes for events and for their sponsor portfolio. Future research should investigate ESR in contexts other than sport and use longitudinal data that include actual purchases. It should further examine the construct of sponsor portfolio because so many events have multiple sponsors Practical implications Event sponsorship offers an attractive platform for brands to demonstrate good corporate citizenship; therefore, marketers should consider ESR as a key criterion when selecting events to sponsor. Marketers should sponsor events with high event-sponsor portfolio fit to enhance the outcomes related to ESR for both sponsors and events. This research generally underscores the importance of creating auxiliary, interactive experiences for event attendees. Social implications ESR entails that events should contribute or give back to the local communities and organizations in a charitable way to both help give back socially and to maximize success as measured by electronic word-of-mouth (eWOM) and sponsor patronage toward brands sponsoring the event. Originality/value This research identifies a new antecedent and new moderators of ESR and integrates them with extant findings to create a comprehensive, theoretically grounded model. It investigates outcomes for both the event and its sponsor portfolio, in contrast to the scholarship that tends to focus on the (title) sponsor.
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Du, Juan, Mei-Yen Chen, and Yu-Feng Wu. "The Effects of Social Media on Sporting Event Satisfaction and Word of Mouth Communication: An Empirical Study of a Mega Sports Event." Information 11, no. 10 (October 14, 2020): 482. http://dx.doi.org/10.3390/info11100482.
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This study examines the impact of word of mouth (WOM) communication through social media and how it affects satisfaction with the Summer Universiade in Taipei. This study hopes to understand the usage characteristics of social media among university students and the implementation of social media and their effectiveness as a marketing strategy for sport organization. The hypotheses were verified using a survey of 572 university students from four universities that hosted competitions for the Summer Universiade Games. Data were analyzed using t test, Pearson’s correlation analysis and two-way ANOVA analysis. The results indicated that WOM has impacted satisfaction via social media, and the level of understanding of sporting events was significantly affected by WOM communication and overall satisfaction. Moreover, gender showed no significant differences in WOM communication and overall satisfaction with sporting events. However, male participants had significantly higher value in WOM dissemination than female respondents. In addition, the spectators’ understanding of the sporting event on WOM communication and overall satisfaction was not affected by the continued use of social media. Suggestions are provided, including sufficient sports marketing and service quality from the organizers, in order to maintain good sports events and enhance spectators’ feelings.
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Papadimitriou, Dimitra, Kyriaki Kiki Kaplanidou, and Nikolaos Papacharalampous. "Sport event-sponsor fit and its effects on sponsor purchase intentions: a non-consumer perspective among athletes, volunteers and spectators." Journal of Business & Industrial Marketing 31, no. 2 (March 7, 2016): 247–59. http://dx.doi.org/10.1108/jbim-09-2014-0187.
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Purpose – The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions of the event sponsor brand. Design/methodology/approach – The research problem was based on propositions by Novais and Arcodia (2013) and proposes relationships between sponsor–event fit, brand attitude, perceived brand quality and sponsor brand purchase intentions. Data were collected from 352 Greek sport event consumers from the 2013 Classic Marathon event, in Athens, Greece, using onsite surveys targeting non-sponsor brand consumer spectators, volunteers and athletes. Findings – The results reveal that sponsor–event fit indirectly influenced sponsor brand purchase intentions via brand attitude and brand quality across all three groups. However, the fit did not directly influence perceived brand quality of the sponsor across all three groups and directly influenced purchase intentions of the athlete group. Research limitations/implications – Because of the duration of the event (one day), the sample sizes were not very large. In addition, the study was delimited on one sponsor from a single sport event. Therefore, the findings need to be tested with larger samples and additional sponsors and events to arrive to more robust conclusion about the purchase intention formation and its antecedents across multiple sport event consumer groups. Originality/value – This study explores the power of sponsor–event fit among non-consumers of the sponsor brand and how the “interface” of event consumption through the lenses of three groups, namely, volunteer, spectator and athlete, influences brand attitude, perceived brand quality and sponsor brand purchase intentions.
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Aicher, Thomas J., Kostas Karadakis, and Melfy M. Eddosary. "Comparison of sport tourists’ and locals’ motivation to participate in a running event." International Journal of Event and Festival Management 6, no. 3 (October 19, 2015): 215–34. http://dx.doi.org/10.1108/ijefm-03-2015-0011.
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Purpose – The purpose of this paper is two-fold. First, the authors compared tourists with local participants to determine if motivations to participate in a mid-scale marathon event varied based on participant type, and if they perceived the event differently. Second, Kaplanidou and Vogt suggested further testing and validation of their scale to measure meanings people attach to sport events was warranted, and the current investigation provides such evaluation. Design/methodology/approach – Working with the event organizer, the authors distributed an online questionnaire to marathon participants in a mid-scale event. The questionnaire included the Sport Motivation Scale-II, Sport Event Evaluation Scale, and demographics. Findings – Results indicated no differences between sport tourists and residents in motivation and meanings attached to the event; however, differences in perception did exist. Data further validated the Sport Event Evaluation Scale. Research limitations/implications – The study established self-determination theory (SDT) as a viable theoretical framework to understand sport event participants motivations. It demonstrated a possible link between the individuals’ motivations and the meanings they associate with the event. Practical implications – The paper provides data to support marketing the healthy benefits of participating in a marathon event as well as the need to include the fun and entertaining components of the event as well. Originality/value – The study is a unique application of SDT as well as applies a theoretical framework to an area of study that has largely focussed on categorizations. Additionally, the findings establish initial findings that local participants and sport tourists possess similar forms of motivation and attach similar meanings to event participation.
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Akbar, Aldi. "INTEGRASI MARKETING COMMUNICATION MIX: STRATEGI KHUSUS PROMOSI ASIAN GAMES 2018." Jurnal E-Bis (Ekonomi-Bisnis) 3, no. 2 (April 23, 2020): 168–77. http://dx.doi.org/10.37339/e-bis.v3i2.210.
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Tujuan dari makalah ini adalah untuk mengetahui implementasi elemen marketing communication mix (bauran promosi) dalam perspektif acara olahraga (Asian Games). Makalah ini membahas pemahaman tentang bauran promosi, tipe, strategi yang diterapkan dan dampak yang diterima di ajang Asian Games 2018 Jakarta Palembang. Tipe bauran promosi yang dibahas dalam makalah ini yaitu advertising, sales promotion, public relation, dan personal selling. Keberhasilan suatu sport event tidak terlepas dari strategi promosi yang diambil, diperlukan kombinasi yang saling terintegrasi antar unsur bauran promosi. Adapun manfaat yang diterima atas keberhasilan suatu sport event yaitu bukan hanya bersifat jangka pendek namun juga jangka panjang.
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Mumcu, Ceyda, and Kimberly Mahoney. "Use of Decision Tree Model in Sport Management." Case Studies in Sport Management 7, no. 1 (January 1, 2018): 1–3. http://dx.doi.org/10.1123/cssm.2017-0036.
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When individuals need to make a decision, they often face alternatives and some uncertainty. Identifying alternatives and anticipating outcomes in a systematic way provides value in better decision-making. Decision trees help to clarify the choices, risks, monetary gains, and other information involved in the decision. As a result, managers can make an informed decision when choosing the alternative that provides the best net gain and whether the net gain is worthwhile to pursue. As such, this case presents a scenario in which the sport marketing manager of the local sports commission is working with the convention center to bring a sporting event to the city in order to enhance the city’s image and generate positive economic impact. The manager is faced with evaluating three alternatives (Event A, Event B, or neither) and making a recommendation to the sports commission and convention center executives regarding which event to pursue, if any. This case provides an opportunity for students to practice using this strategic management tool to assist in systematic decision-making while investigating the event bidding process.
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Del Chiappa, Giacomo, Cem Tinaz, and Douglas Michele Turco. "Driving first-time and repeat spectators to a motor sport event." International Journal of Culture, Tourism and Hospitality Research 8, no. 4 (September 30, 2014): 388–400. http://dx.doi.org/10.1108/ijcthr-03-2014-0023.
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Purpose – This paper aims to examine the differences in expenditure and satisfaction level between first-time and repeat spectators to a motor sport event, as well as differences in their intention to return and to recommend the host destination. Design/methodology/approach – A structured questionnaire was developed and data were collected on-site during the 2012 Federation Internationale de l’Automobile (FIA) World Rally Championship (WRC) in Sardinia via 210 interviews. A series of descriptive analysis, independent t-tests, chi-square tests and regression analysis were run for the purposes of the study. Findings – Findings showed first-timers spend more and are more satisfied than repeaters, even if no significant differences were reported. Repeaters reported to be more willing to return and to recommend, with significant differences, only in the intention to return. Research limitations/implications – The study is based on a convenience sample of a relatively small size, and it might be influenced by the idiosyncratic characteristics of the location. Further, it does not consider the mediating effect that the budget of spectators and their travel/event career ladder can exert over their behaviour. Practical implications – Destination marketers and event organizers need to run their marketing operations to renew their customer mix and/or to increase the standard level of quality to be delivered to repeaters. Further, their marketing and communication strategy should be personalized, and incentives should be given to encourage both groups to purchase multiple products simultaneously. Originality/value – The paper adds to the growing, and often still inconsistent, research aiming to compare first-timers’ and repeat visitors’ behaviours by offering insights from the context of motor sport events, where no published paper exist so far.
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Lee, Insun Sunny, Graham Brown, Katherine King, and Richard Shipway. "Social Identity in Serious Sport Event Space." Event Management 20, no. 4 (November 18, 2016): 491–99. http://dx.doi.org/10.3727/152599516x14745497664352.
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Chiu, Weisheng, Doyeon Won, and Seungmo Kim. "Extended Model of Sport Spectator Goal-directed Behavior: The Role of Event Prestige in Nonmajor Sport Events." Event Management 23, no. 1 (February 1, 2019): 119–33. http://dx.doi.org/10.3727/152599518x15378845225393.
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Waguespack, Blaise, and Scott Ambrose. "AIRLINE SPONSORSHIPS AND SPORTS – AN EXPLORATORY REVIEW OF MAJOR AIRLINE ENGAGEMENT." Journal of Air Transport Studies 10, no. 1 (January 1, 2019): 110–24. http://dx.doi.org/10.38008/jats.v10i1.19.
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Airline involvement in sport sponsorship has grown over the last few years as sponsorship activity has proven effective as one method to reach a global audience. Aiding in this move to the use of sponsorship is the growing role of social media networks that can be utilized with traditional media and event marketing activities to leverage the impact of the sponsorship. However, the extent of involvement in sports, the leading area of sponsorship activity, and across other events by the world’s major air carriers varies greatly. This review examines the reported sponsorships engagements in sports by leading global airlines at the airline’s web site.
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Резник, Галина, Galina Reznik, Т. Соколкова, and T. Sokolkova. "Event-Marketing As a Key Tool of the Complex Progress in the Service Sector." Scientific Research and Development. Economics of the Firm 8, no. 2 (August 7, 2019): 10–18. http://dx.doi.org/10.12737/article_5d0c94b2659926.01566707.
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Introduction: the article deals with the essence of event-marketing as a popular tool for promotion in the market, the place of event-marketing in the complex of marketing communications is determined. A study on the development of the Park of culture and recreation “Olympic” based on the use of event-marketing tools is carried out. The results of the study of existing tools to promote the Park are given, the motives and preferences of potential guests of the Park on the basis of a survey are identified, recommendations for its development are given. Materials and methods: the article uses the publications of well-known scientists, methods of abstract-logical, systematic, economic and statistical, comparative analysis, graphic, methods of sociological and marketing research (in the survey of consumers of the Park of culture and recreation “Olympic”). The results of the study: the analysis of existing ways to promote the services of the Park of culture and recreation “Olympic” showed that the Park is not enough and not often held various event-events. In addition, the events are not diverse, which indicates the lack of use of event-marketing tools in the Park. In this regard, a variety of events was offered, within the framework of the implementation of such areas as sport events, exhibitions and art creativity, leisure activities for young people, romantic events, catering, opening and restoration of the existing Playground, modernization of the roller rink and art cafe, opening of the Park of extreme species, improvement of the Park and the opening of the school with clubs for the implementation of creative directions. Discussion and conclusion: Improvement program Park development using the tools of event marketing will contribute to the implementation of the Federal program “Formation of a comfortable urban environment for 2018–2022.g.”, to increase the customer traffic, to improve the visitor traffic, average check, increase the quality of life of the population. For organizations in the sphere of communication services, Event-marketing is the most effective direction of direct communication and is one of the most popular and progressively developing tools.
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Aguiló-Lemoine, Àngela Elisa, Francisco Rejón-Guardia, and María Antonia García-Sastre. "Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach." Sustainability 12, no. 19 (October 3, 2020): 8173. http://dx.doi.org/10.3390/su12198173.
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Emerging online marketing strategies are an opportunity for the sport sponsorship industry as a way of complementing traditional methods. However, in-depth attention has not been given to the study of congruence effects on the effectiveness of sponsorship of sport event websites, and specifically to study the role and effects of sponsor logos. The main aim of this study was to evaluate the congruence effect of sponsor brands featured on the website of a sports event on sponsorship effectiveness in visual, attitude-related and behavioural terms, using an eye-tracker to monitor memory activation and changes in attitudes and intentions. In study 1, the role of congruence on website sponsorship was analysed, using real brands sponsoring the ninth edition of the “Mallorca 312” Cycletourist Tour (42 participants). In study 2, the congruence of fictitious brands was analysed on the effects of website sponsorship of the 37th edition of the MAPFRE (competitions brand name) Copa del Rey regatta (101 participants). Congruence is preferable to incongruence in sponsor brands, except when the sponsorship aims to boost a recall of new market brands. The results validate the importance of managing congruence levels in the online sponsorship of sports events due to the influence on sponsorship effectiveness and its impact on cognitive processing.
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Lee, Younghan, Mi-Lyang Kim, Jakeun Koo, and Hyung-Joong Won. "Sport volunteer service performance, image formation, and service encounters." International Journal of Sports Marketing and Sponsorship 20, no. 2 (May 7, 2019): 307–20. http://dx.doi.org/10.1108/ijsms-05-2018-0047.
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Purpose The purpose of this paper is to examine the link between sport event volunteer service performance and sport spectator experience that leads to future intentions. Design/methodology/approach Subjects were the international visitors at a mega sporting event in South Korea (n=431). The sample was randomly drawn based on convenience sampling method. Partial least squares structural equation modeling was utilized to test the hypotheses. The adequacy and statistical significance of the path models were confirmed by individual indicator loadings, average variance explained, bootstrap t-statistics and convergent validity. Findings Volunteer service performance significantly predicted event satisfaction, event image, and host city image and indirectly influenced intentions to revisit the event and host city. Event image predicted host city image, event satisfaction and intention to revisit the event. Host city image predicted event satisfaction and intention to revisit the host city. Event satisfaction predicted both intentions to revisit the event and the host city. Originality/value Sport event volunteers are in direct contact with spectators; therefore the performance of volunteers’ service may have an impact on establishing event and host city images perceived by visitors at the event. The research findings suggest that sport event volunteer performance positively affects image formation and further induce international visitors to revisit both the event and the host city. One of the key findings includes the important role of event satisfaction in the association between volunteer performance, image formation and future behavior.
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Komskienė, Diana, and Kristina Bobinaitė. "SPORT SPONSORSHIP AS A STRATEGIC TOOL." Laisvalaikio tyrimai 2, no. 4 (2014): 1–10. http://dx.doi.org/10.33607/elt.v2i4.209.
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Research background. Sponsorship and sports marketing have been in existence for years and now have been greatly expanded and developed. Organizers of major events can hardly expect to receive some funds without expecting to give something back in return. Historically, sponsorship originated as an inexpensive addition to the marketing mix and was perceived as a philanthropic endeavour. In other words, corporations classified sponsorship as a donation and it was not considered a ‘marketing expense’, but nowadays it has changed significantly (Abiodun, 2011; Seguin et al., 2005). The attitude changed with regard to sponsorship when corporations began searching for a return on investment from donations made to various organisations (Meenaghan, 1991; Ramanantsoa, Thiery-Balé, 1989; Wilkinson, 1993). This came after a substantial increase in resources allocated to sponsorship, meaning that sponsorship became increasingly recognised as a valid promotional tool, a business expense that needed justification in the form of Return On Investment (Seguin et al., 2005). In addition, we have to keep track of constantly changing information. Nowadays, sponsors are increasingly more strategic in their approach to seeking value from sponsorship opportunities. Therefore, it is meaningful to understand that sponsorship is beneficial for both sides. Sponsorship proposals, for sport organizations, can help to achieve investment opportunities for business enterprises. For sponsors themselves, sponsorship can achieve even the most important company goals, such as access to a new marketplace, increased sales, (which directly will bring the capability of an organization to grow), increased popularity, strengthened image. Nowadays, sponsors are increasingly more strategic in their approach of seeking value from sponsorship opportunities. Furthermore, it is very important to understand how sponsors decisions will affect all of the organization in a strategic prospect. This could take us to a better comprehension of the key areas to be considered in the development of sponsorship proposals. Many of sports sponsorship proposals are counterproductive, because not taking into account the existing relationship between sponsorship and companies strategies. Results and findings. Organization situation is the firm’s goals, capabilities and resources. In organizations one of the most important strategic goals is to increase popularity, strengthen the image, achievement on the new market segment resources (Mitchel et al., 2013; Lane, 2009). The company can be sponsoring sport events which can bring new markets to it, positioning against competitors and other objectives. Product – market situation is the product category comparison new to the marketplace, growing, maturing or declining (Lane, 2009). Sponsoring can help achieve new marketplace, increase in sales which directly will bring capability of the organization to grow. A company involved in sports sponsorships can send instant messages to millions of potential buyers, generate community goodwill part, but most importantly it can increase market share and profit (Bocse et al., 2012). Competitive situation is how many competitors there are. What are their characteristics and marketing methods (Lane, 2009)? In essence, sport sponsorship has become a powerful marketing strategy used by firms to communicate with vast external and internal audiences to differentiate themselves from competitors (Cornwell, 2008), with the ultimate goal to orienting consumer’s preferences toward sponsors’ products (Barros, Silvestre, 2006) (Biscaia et al., 2013). Companies that are able to successfully tap into a consumer’s psychological connectedness with a sports team and can become more meaningful to that consumer (Henseler et al., 2011), what makes benefits and extension for brands and relationship. Environmental situation is what industry-wide and company–specific environmental opportunities and threats are most important (Mitchel et al., 2011; Lane, 2009). Quinn defines strategic decisions as “those decisions that determine the overall direction of an enterprise and its ultimate viability in light of the unpredictable and the unknowable changes that may occur in its most important surrounding environments.” (Shank, 2009, p. 342). It is a two-way street for both the sports entity and the sponsoring organization whereby the latter, tends to associate itself or its brands with the positive images obtained by the unique personality of the sporting event (Abiodun, 2011). The advantage of image building, promoted in a long term strategy, lies in the impact it has on an audience – target accurately determined because of the fittest event (Bocse et al., 2012). In our research we define the scope of effect of sport sponsorship on sponsors and reveal the sports sponsorship opportunities and links in sponsors’ strategic planning. The research method is content analyses and systemizing based upon theoretical framework. Keywords: sponsorship, sport sponsorship proposal, strategy.
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Sung, Minjung, and Woo-Young Lee. "What makes an effective CSR program? An analysis of the constructs of a cause-related participant sport sponsorship event." International Journal of Sports Marketing and Sponsorship 17, no. 1 (February 1, 2016): 56–77. http://dx.doi.org/10.1108/ijsms-02-2016-004.
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Purpose – The purpose of this paper is to explain the benefits of charitable sport events and examines how consumer involvement in the cause, attitude toward the event, and event-sponsor fit influence corporate image (CI) and corresponding purchase intention (PI). Design/methodology/approach – The conceptual model developed in this research consolidates various constructs related to sponsors and events into a single comprehensive framework, thus offering an integrated view of the factors that determine consumers’ perceptions of a sponsorship and their attitudes toward a sponsor. Data were collected from participants in the Pink Ribbon Love Marathons (PRLM) held in Seoul, South Korea. A total of 650 female subjects (mean age=41.2, SD=12.5) participated in this investigation. Findings – The findings indicate that CI plays a significant role as a partial mediator within a reciprocal relationship between participants’ event perception and patronage intention. Sponsoring a well-targeted event might have a positive impact on CI and PI. Originality/value – What makes this study unique is the application of previous research examining cause-related sport sponsorship from a sport participant’s perspective. From a practical standpoint, the findings of this study reveal the importance of corporate communication in CSR.
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Swart, Kamilla, Asli Cazorla Milla, and Leonardo Jose Mataruna-Dos-Santos. "From the desert to the city: how is Dubai branding itself through sustainable sport events?" Worldwide Hospitality and Tourism Themes 13, no. 1 (March 8, 2021): 34–48. http://dx.doi.org/10.1108/whatt-08-2020-0101.
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Purpose The purpose of this paper is to provide an overview of how the city of Dubai branded itself as a major event holder for sustainable sporting events in the Gulf Region. Design/methodology/approach The paper uses both academic and trade literature as well as key informant interviews to demonstrate how Dubai can sustain its position as a choice for sustainable sporting events. The study evaluates the use of a portfolio of major sport events for place event marketing of Dubai. Both primary and secondary data were used. The secondary data was collected from a range of event reports, media and journal articles. The primary data featured a qualitative design of key informant interviews with sport, tourism and event stakeholders in Dubai. Findings Dubai hosts a wide array of major international sport events, with many of them recurring annually. The key success factors that have positioned Dubai as a globally competitive sport destination are tourism attractiveness, good event management and the diversity of events hosted in the region. However, the sustainability aspects are considered to be a contemporary topic to promote these events and are sometimes neglected from the perspective of event organisation. Some of the challenges experienced in supporting such a wide portfolio of major sport events are examined. Research limitations/implications Insufficient key informant interviews were a major limitation for the data collection process. The key informant interviews were sent out to more than 30 key stakeholders however it was not possible to get their responses in time for our paper. A second limitation was the lack of first-hand observation on the sporting events’ sustainability practices. This study could be extended in future by incorporating a bigger set of primary data, event observations and a cross comparison between other Gulf Cooperation Council countries. Practical implications It is recommended that empirical insights on social and commercial aspects of sustainability are sought in future studies. It is also recommended that investigations be conducted with the residents of Dubai concerning their perceptions of sustainability practices of sport events. Social implications The paper also highlighted the importance of key success factors that have helped to position Dubai as a globally competitive sustainable sport destination as well as some of the challenges experienced in supporting such a wide portfolio of major sport events. Originality/value This study takes a closer look at the challenges of communication as well as the sustainability of sport events in branding of Dubai.
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Okayasu, Isao, Haruo Nogawa, and Duarte B. Morais. "Resource Investments and Loyalty to Recreational Sport Tourism Event." Journal of Travel & Tourism Marketing 27, no. 6 (September 3, 2010): 565–78. http://dx.doi.org/10.1080/10548408.2010.507141.
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Brown, Natalie A., Michael B. Devlin, and Andrew C. Billings. "Fan Identification Gone Extreme: Sports Communication Variables Between Fans and Sport in the Ultimate Fighting Championship." International Journal of Sport Communication 6, no. 1 (March 2013): 19–32. http://dx.doi.org/10.1123/ijsc.6.1.19.
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This study explores the implications of the sports communication theory of fan identification and the divisions often developed between identifying with a single athlete and the bonds developed for a sport as a whole. Using the fastest growing North American sport, mixed martial arts (MMA)—more specifically, the Ultimate Fighting Championship (UFC)—differences in levels of fan identification were examined in relationship to attitudes toward individual athletes and attitudes toward the UFC organization. An online survey of 911 respondents produced a highly representative sample of the UFC’s current audience demographics. Results showed significant differences in fan identify between gender, age, and sensationseeking behaviors, suggesting that distinct demographic variables may influence the role that fan identity has not only in sports media consumption but also in future event consumption. Implications and ramifications for future theoretical sports communication research and sports marketing are postulated.
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Fotiadis, Anestis, Chris Vassiliadis, and Shang-Pao Yeh. "Participant’s preferences for small-scale sporting events." EuroMed Journal of Business 11, no. 2 (July 4, 2016): 232–47. http://dx.doi.org/10.1108/emjb-07-2015-0039.
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Purpose – The purpose of this paper is to investigate sports participants’ choice behaviour and draw useful conclusions about the ideal features of small-scale sporting events that maximize attractiveness and desirability among potential competitors to attend and compete. Design/methodology/approach – Conjoint analysis was used to determine how participants value different elements and features of two small-scale cycling events, one in Taiwan and the other in Greece. A questionnaire was developed and distributed to 195 cyclists during the event in Kaohsiung, Taiwan and to 169 competitors of a similar competition in Sfendami, Greece. It consisted of two basic parts. The first presented 19 alternative scenarios that have been associated with such sporting events while the second assessed the socio-economic and demographic characteristics of participant’s in order to provide an average profile of the participants in each location. The conjoint data collected was analysed using the SPSS “Conjoint Module” at the aggregate level (i.e. pooled data). Findings – Based on the preferences of these amateur cyclists the most important factors for Taiwanese events are “preferred season to organizing the event”, “registration cost”, and “preferred time period”, while those participating in the Greek event emphasized “registration cost” and “scenery”. Overall, the analysis highlights five differences and five similarities that exist between these two countries. Research limitations/implications – The study is small-scale and although sample sizes are sufficient to be representative of the participants in each event there are limitations in generalizing these results to larger sports meetings and other countries. Practical implications – The findings of this study provide event coordinators and sport marketers practical insights into small-scale event planning and the development of effective marketing strategies designed to appeal to a greater range of participants. Furthermore, the comparative nature of the study can facilitate a transfer of know-how which can be used for development of sport events in Mediterranean area, whose sport events’ organizers can, in the future, more effectively approach potential East Asian participants. Originality/value – This is the first study to use a combination of seven parameters in conjoint analysis to examine amateur cyclists’ preferences and is one on the few studies to examine the differences between Asian and European participants.
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Barnes, John, and Dan Ballou. "Using a Sport Event within Coordinated Destination Marketing: A Case History of the New Mexico Bowl." Journal of SPORT 3, no. 1 (2014): 102–34. http://dx.doi.org/10.21038/sprt.2014.0314.
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