chapter  12
26 Pages

Event Marketing and Sponsorship: Lessons Learned From the Tour de Georgia Cycling Races

ByR. Zachary Finney, Russell Lacey, Angeline G. Close

In this chapter, we introduce an overview of event marketing and sports sponsorships with a focus on a compilation of their consumer research in the context of a professional cycling event.

Even in difficult economic times, sponsorships continue to grow at a remarkable pace that far exceeds the growth of other integrated marketing communications (IMC) methods (International Events Group [IEG], 2009). In fact, each year there are approximately 40,000 sponsored events in the United States alone. Of those sponsored events, approximately two thirds are sporting events (“Marketing Fact Book,” 2008).