Factors Affecting Corporate Sponsorship of Women’s Sport

Document Type

Article

Publication Date

6-1996

Publication Title

Sport Marketing Quarterly

Volume

5

Issue

2

First page number:

11

Last page number:

19

Abstract

Corporate sponsors of women's sports were surveyed to determine the factors affecting their sponsor- ship involvement. The survey instrument was developed as a modification of the Sport Sponsorship Evaluation Model designed by Irwin and Assimakopoulos (1992). Part I established a profile of corporations typically involved in women's sport sponsorship. The remaining sections addressed specific factors influential in developing and maintaining sponsorship. The results indicated that women are being recognized and valued as a new market by many corporations. In addition, women's sport is becoming established as an avenue to reach the potential market. Corporations associated with womens sport can establish an image that reaches a market segment that has increasing visibility and influence. With the level of competition continually rising for corporate sponsorship money and the development of a niche in today's market becoming increasingly complicated, the identification of this new market comprising of women appears to be a positive option for companies interested in cutting-edge strategy.

Disciplines

Education | Educational Assessment, Evaluation, and Research | Educational Leadership | Educational Psychology | Other Education

Language

English

Permissions

Use Find in Your Library, contact the author, or interlibrary loan to garner a copy of the item. Publisher policy does not allow archiving the final published version. If a post-print (author's peer-reviewed manuscript) is allowed and available, or publisher policy changes, the item will be deposited.


Search your library

Share

COinS