chapter  13
26 Pages

Sport Sponsorship I

Strategic Aspects
ByGeorge Foster, Norm O’Reilly, Antonio Dávila

This chapter focuses on sponsorship in a marketing through sport context. Sport marketing distinguishes marketing through sport from marketing of sport, with a variety of different ways in which each can work. In marketing of sport, it is the sporting property (such as a league, a club or an event) that makes the marketing investment either with or without intermediaries. Direct sponsorship investment (payments (including contra/inkind) to the property/sponsee as set out in the formal sponsorship agreement plus outlays by the sponsor itself over and above that in the sponsorship agreement as resources to activate the sponsorship.). Sponsorship is a major source of revenue for sport properties and a powerful marketing tool for corporations. Sponsors and properties differ greatly in the details they provide on their sport sponsorship deals.