Dan Covell

In May 2005, Jon Goode, Director of Corporate Communications for the Lowell (Massachusetts) Spinners, the Class A New York-Penn League affiliate of Major League Baseball’s Boston Red Sox, was taking part in a literacy program visit at a third-grade class in nearby Andover. He asked an innocent question to get the class warmed up: How many of you play baseball? Many raised their hands. Goode then pointed to one boy and asked, “What team do you play for?” “The Yankees,” the boy said. “That’s cool,” said Goode, a dyed-in-the-wool Red Sox fan trying to present a façade of equanimity. Deadly...Read more

Elizabeth Jowdy
Mark McDonald

As the number of sport leagues and events continues to increase, so does the amount of sponsorship dollars required for each to survive. Sport properties/organizers are not only charged with producing unique products for consumers, they must offer unique marketing platforms that attract corporate sponsors. Although sponsorship spending in North America has steadily risen, from $5.9 billion in 1997 to $9.5 billion in 2001 (International Events Group Sponsorship Report 2001), corporations increasingly command managers to thoroughly justify sponsorship investments, due to a struggling economy...Read more