ABSTRACT
Broadly speaking, most sports marketers use sponsorships to build brands and drive sales. However, sports marketers also use sponsorships to reach audiences and communicate brand messages; and, to support their current marketing tactics, such as sales promotions and advertising. Facing a vast array of sponsorship options, this chapter discusses how sponsors develop strategies to select sponsorship properties, choosing the sport and sponsorship type. Lastly, sponsorships can communicate tacit messages to consumers. In this chapter, I discuss strategies for sponsors to develop more deliberate and thoughtful sponsorship messages.
