Number One Principle for Sporting Events Seeking Corporate Sponsors: Meet Benefactor's Objectives

John R. Kuzma
William L. Shanklin
John F. McCally

A burgeoning number of requests from event organizers and charities have caused companies to more carefully scrutinize and evaluate their sponsorship options. This article analyzes the responses from fortune 1000 companies, U.S. Olympic Festival-'90 sponsors, and 1991 International Special Olympic sponsors to identify the relative importance of various issues and objectives in determining sponsorship participation. Thus it should be of value to both event organizers and corporate sponsors.