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

This case study presents the challenge of dealing with the complexity associated with the measurement of sponsorship effectiveness. Students are provided a case study of an Ironman triathlon event in which they will be put into a decision-making position with regards to sponsorship evaluation. Students will be asked to answer a series of “what would you do?” questions to mimic a situation where they are asked by a sponsor to provide a tangible sponsorship measurement approach to secure a promising long-term deal from an interested prospect.

DOI: ...Read more

This case study presents the challenge of dealing with the complexity associated with the measurement of sponsorship effectiveness. Students are provided a case study of an Ironman triathlon event in which they will be put into a decision-making position with regards to sponsorship evaluation. Students will be asked to answer a series of “what would you do?” questions to mimic a situation where they are asked by a sponsor to provide a tangible sponsorship measurement approach to secure a promising long-term deal from an interested prospect.

DOI: ...Read more