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 382
- Downloads 31
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