Trends in the Sport Marketing Industry and in the Demographics of the United States: Their Effect on the Strategic Role of Grassroots Sport Sponsorship in Corporate America

Linda Greenwald
Juan-Miquel Fernandez-Balboa

Although few studies exist that focus specifically on corporate sponsorship of grassroots sport, recent statements from sport marketers, and both market and demographic trends, indicate that grassroots sport sponsorship is and will continue to increase.