Anita M. Moorman

After being fined for wearing sponsor logos on their uniform in 2003, jockeys in the 2004 Kentucky Derby were allowed to wear such patches thanks to a court ruling.Read more

Ted B. Peetz
Janet B. Parks
Nancy E. Spence

This study explored the role of gender in the transfer of meaning from athlete endorser, to product, to purchase intentions for 150 sport management and kinesiology undergraduates. Most were 18-22-year-old (96%), European-American/White (91.3%), males (68%). Participants viewed photographs of Lance Armstrong, Mia Hamm, Michael Jordan, and Jackie Joyner-Kersee and were asked to identify and describe each athlete. Participants then indicated whether they considered each athlete an expert on products related to her/his sport and whether the athlete's endorsement would influence their purchase...Read more

Brenda G. Pitts
Jennifer Slattery

It was the aim of this study to examine the effects of time on sponsorship recognition. Findings revealed that there were increases in the percentage of recognition rates for 8 of the 9 sponsor companies over the period of time utilized in this study.Read more

Artemisia Apostolopoulou
Dimitra Papadimitriou

Given the increasing dependence of sport organizations and events on corporate sponsorship, this study set out to examine the motivations of the Grand National sponsors of the Athens 2004 Olympic Games and the objectives they sought to fulfill through their sponsorship. Semi-structured interviews were conducted with seven of the ten Grand National Olympic sponsors. Findings indicated that these companies?decision to join the National Sponsoring Program was not entirely business-driven; rather, the desire to support the national effort and a sense of obligation led most companies to enter...Read more

Nathan Tomasini
Chris Frye
David Stotlar

In NCAA Division I from 1997 to 2001, sponsorship revenue increased from $766,000 to $1.38 million per institution, an increase of 79%. Growth primarily occurred in Division I-A at a rate of 91%, while Divisions I-AA and I-AAA grew by 8.3% and 34.0%, respectively. During this period, no division experienced growth rates comparable to the accelerated rate that occurred in the entire sport industry (IEG, 2003).Read more

Richard L. Irwin
Tony Lachowetz
Bettina Cornwell

Marketing communications utilizing a non-profit cause (i.e., the sponsorship of a non-profit cause) have emerged as a mainstream practice as practitioners respond to rising consumer expectations of corporate social responsibility (CSR). The increasing popularity of cause-related marketing programs (CRMPs) can be attributed to the integration of sponsorship in many organizations' sport marketing strategy. The purpose of this study was to examine the attitudes, beliefs, and purchase intentions of consumers exposed to a firm's sponsorship of a sporting event associated with a non-profit...Read more

Tony Lachowetz
Mark McDonald
William A. Sutton
Daniel G. Hedrick

Description: Certain professional sport organizations fall short of educating their corporate clients with respect to all of the benefits and attributes of the sport products they offer (e.g., season tickets, sponsorship programs, and luxury suites). In response to this problem, Sutton, Lachowetz, and Clark (2000) developed a ninestep framework,Read more

Hans Westerbeek
Aaron Smith

Theories explaining the mechanics of sport sponsorship relationships are underdeveloped (Gilbert, 1988; Hoek, Gendall, & West, 1990; Pope, 1998), bolstered by studies lacking systematic methods (Kuzma, Shanklin, & McCally, 1993) and tending toward broad, descriptive, macro-level analysis (Sandler & Shani, 1993). This paper attempts to redress this empirical chasm in a small way by examining an element of the sponsorship relationship. Specifically, this paper explores the importance of one particular mode of sponsorship delivery: the location of a venue containing sponsor...Read more