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 367
- Downloads 31
Study of Factors Affecting the Demand for Watching Football in Stadius
This paper is to find the factors effective on football matches watching demand in stadiums. The factors effective on the demand are divided into 4 categories; economical, environmental, appeal, and geographical / dem...
Mapping the First 10 Years with Leximancer: Themes and Concepts in the Sports Management International Journal Choregia
This study uses Leximancer (a text-mining tool for visualising the structure of concepts and themes in text) to map the published research within Sports Management International Journal Choregia from 2005 to 2014. Dra...
Revisiting the Salt Lake City Olympic scandal: Would the outcome be different today?
Many international sport organizations face bribery scandals resulting from its event bidding process. The International Olympic Committee (IOC) faced this type of scandal with the 2002 Olympic Winter Games. Two membe...
Activity -Based Costing in Sport Organizations: Theoretical Background& Future Prospects
Costing systems in recent years have shown a significant development and activity-based costing (ABC) specifically has been considered as a major contribution to cost management, particularly in service businesses. The...
Social Neworking Sites Usage of Students Studying in the S.P.E.S.
The purpose of the study is the determination of the intended use of social networking sites of students studying in the School of Physical Education and Sports (S.P.E.S.) and demonstration of the current situation. I...