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Sport sponsorship in Canada: A study of exchange between corporate sponsors and sport groups.

机译：加拿大的体育赞助：企业赞助商和体育团体之间的交流研究。

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摘要

This study was conducted to gain insight into sport sponsorship in Canada from the perspective of both sponsors and sport groups. The study groups included Canadian companies with a history of sport sponsorship involvement (n = 75), and a combined sample of sport governing bodies representing national and provincial levels of sport (n = 72).;Findings indicated that sponsors considered sport sponsorship to be a strategic activity used to achieve commercial objectives. Important criteria indicated by corporate sponsors included "exclusivity", "awareness", and "image". "Sales" and "dealer/trade feedback" also were cited as important measures of a successful sponsorship. Sport groups exhibited an overall understanding of sponsorship criteria that were considered important to sponsors. However, sport governing bodies over valued the importance placed by sponsors on a number of criteria. Companies were more likely to discontinue sponsorship than sport governing bodies, and attributed discontinuance to poor return on investment, unmet objectives, and changes in the corporate strategy. Sport governing bodies and sponsors both agreed that sport groups were more likely to initiate sponsorship relationships, and less likely to terminate them. (Abstract shortened by UMI.).
机译：进行这项研究的目的是从赞助商和体育团体的角度来深入了解加拿大的体育赞助。研究组包括具有体育赞助历史的加拿大公司（n = 75），以及代表国家和省级体育运动的体育管理机构的样本（n = 72）。研究表明赞助商认为体育赞助是用于实现商业目标的战略活动。公司发起人指出的重要标准包括“排他性”，“意识”和“形象”。 “销售”和“经销商/贸易反馈”也被认为是成功赞助的重要措施。体育团体表现出对赞助标准的总体了解，而赞助标准被认为对赞助者很重要。但是，体育管理机构过分重视赞助商对许多标准的重视。与体育管理​​机构相比，公司更可能终止赞助，并且将终止归因于投资回报率低，目标未实现以及公司战略的变化。体育理事机构和赞助商都同意体育团体更有可能发起赞助关系，而终止他们的可能性较小。 （摘要由UMI缩短。）。

著录项

  • 作者

    Copeland, Robert P.;

  • 作者单位

    University of Waterloo (Canada).;

  • 授予单位 University of Waterloo (Canada).;
  • 学科 Recreation.;Business Administration Marketing.
  • 学位 M.A.
  • 年度 1991
  • 页码 288 p.
  • 总页数 288
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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