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The creation of a post-secondary sport marketing alliance: Tapping the sponsorship potential for Canadian post-secondary sport.

机译：专上运动营销联盟的建立：挖掘加拿大专上运动的赞助潜力。

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摘要

In the world of Canadian post-secondary sport there has been a common recurring issue that has affected many athletic departments: the lack of available funding. Danylchuk and MacLean (2001) stated that funding in Canadian post-secondary sport is at crisis levels. Semotiuk (1986) suggested innovation was the route to follow to reduce funding concerns and that Canadian Interuniversity Sport institutions seek solutions through increased corporate sponsorships. Since that time American institutions have sought and implemented innovations through the formation of sport alliances in their sponsorship campaigns that have reaped results.;The paper provides the basic background information to outline the past and current conditions that have lead to serious funding concerns. It also offers a series of three figures that: (1) illustrate possible communication avenues for the model; (2) provide a corporate sport sponsorship framework upon which the proposed model is based, and; (3) provide an illustration of the proposed model for a post-secondary sport marketing alliance. By providing this information it allows Canadian post-secondary athletic departments to familiarize themselves with this promising concept for revenue generation and by providing an implementation process it enhances the chances for the model to be accepted.;In an effort to increase sponsorship revenues for athletic departments in Canada, this conceptual paper has proposed the development of a post-secondary sport marketing alliance. To support the alliance, a model has been developed to provide guidance and structure.
机译：在加拿大专上运动世界中，经常发生的一个普遍问题已影响到许多体育部门：缺乏可用资金。 Danylchuk和MacLean（2001）指出，加拿大专上运动的资金处于危机水平。 Semotiuk（1986）提出，创新是减少筹资问题的必经之路，而加拿大大学体育机构则通过增加公司赞助来寻求解决方案。从那时起，美国机构通过在赞助活动中组建体育联盟来寻求并实施创新，并取得了成果。本文提供了基本的背景信息，概述了导致严重资金问题的过去和当前状况。它还提供了三个数字系列：（1）说明该模型可能的通信途径； （2）提供提议的模型所基于的企业体育赞助框架，以及； （3）提供了针对大专院校体育营销联盟的建议模型的说明。通过提供此信息，它可以使加拿大大专院校运动部门熟悉这一有前途的创收概念，并通过提供实施过程，可以提高模型被接受的机会。；努力增加运动部门的赞助收入在加拿大，该概念文件提出了建立高等体育营销联盟的建议。为了支持联盟，已经开发了一个模型来提供指导和结构。

著录项

  • 作者

    Medford, Danny A.;

  • 作者单位

    University of New Brunswick (Canada).;

  • 授予单位 University of New Brunswick (Canada).;
  • 学科 Recreation.;Education Administration.;Education Higher.
  • 学位 M.A.
  • 年度 2006
  • 页码 55 p.
  • 总页数 55
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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