FiT Publishing

Professional niche sports are tremendously reliant on the resources received via corporate sponsorship as they are unlikely to attract substantial revenue via media contracts, ticket sales, or merchandise sales, especially when compared to mainstream sports. Furthermore, niche sports are vying for the same corporate support as their more established mainstream counterparts. However, niche sports have been found to have the ability to provide sponsors with a more specific demographic of fans compared to mainstream sports. If that demographic aligns with a corporation’s target market, the...Read more

Sponsorship funding often represents a significant portion of a niche sport property’s operating capital. Considering professional niche sport properties often solicit the same corporations as mainstream professional sport properties, intercollegiate athletic departments, even arts or music festivals, professional niche sports must understand how their properties can effectively help potential partners achieve their corporate objectives. Therefore, the purpose of the current study was to identify the objectives sponsors deem important when evaluating professional niche sport sponsorship...Read more