corporate sponsorship Quick reference
A Dictionary of Sports Studies
... sponsorship Sponsorship of a particular sport institution or sport event by a commercial organization, corporation, or business. Sponsorship is about product placement and brand awareness, and large sums are paid by national and international firms to gain exclusive sponsorship rights. Whereas corporate sponsorship may once have been thought of as a variant of philanthropy, it is now a core and very visible element in the contemporary political economy of sport, and corporate sponsorship is talked of as a kind of partnership. The marketing department of...
sponsorship Quick reference
A Dictionary of Sports Studies
...association with television and multi-media contracts and schedules. See also Adidas ; Coca-Cola ; commercialism ; commercialization ; corporate sponsorship...
Sponsorship Reference library
Nancy L. LOUGH and Ceyda MUMCU
Berkshire Encyclopedia of World Sport (3 ed.)
...from corporate sponsorships. The average value of a typical corporate sponsorship deal for a Division I athletic program was reported to be US$26,613, with the average value for highest-level sponsors at US$198,437 compared with the average of US$4,755 for the lowest-level sponsorships. Division I schools also collaborate with an average of sixty companies. In 2004 , the top ten schools secured US$3 million in corporate sponsorships, the average value of the sponsorships among these schools was US$90,500, and value of the largest sponsorship was more...
Hyundai Quick reference
A Dictionary of Sports Studies
...delivering ‘more excitement’. As the ‘automotive’ category of official partner for the World Cup, it also secured invaluable levels of exposure of its motor products. Hyundai's sponsorship strategy has successfully branded the company as a modern, dynamic corporate body, so showing the power of sport and its associations to overturn stereotypes and preconceptions concerning so-called less-developed, or developing,...
AT&T Corporation Quick reference
A Dictionary of Sports Studies
...relay sponsorship allowed AT&T to retain its national brand throughout the restructuring process. Greek Olympic officials had opposed this sponsorship of the Olympic flame, calling it an unacceptable form of commercialization. But the International Olympic Committee (IOC) accepted the proposal when informed that all the projected $10 million raised by charging for individual runners' participation would go to charities of their choice in the community. This was a pivotal moment in the history of sport sponsorship, showing how an individual corporate brand...
Olympic Programme, The Quick reference
A Dictionary of Sports Studies
...Programme, The (TOP) A programme of sponsorship established by the International Olympic Committee (IOC) in the 1980s, put in place by the incoming IOC president Juan Antonio Samaranch, with the assistance of the Adidas entrepreneur Horst Dassler , and known within the business as the TOP initiative. Following the model of the football World Cup, in seeking major corporate sponsors who would be granted exclusive sponsorship profiles worldwide, the IOC attracted nine select companies into its TOP I programme from 1985 to 1988 (covering Calgary and...
Dassler, Horst Rudolf Quick reference
A Dictionary of Sports Studies
...a network of contacts among the international sporting world, and to bring together the interests of sporting administrators and potential corporate sponsors. This could include lending support to individuals in gaining powerful positions in international organizations. Denis Howell , veteran British sport politician and former football referee, chaired a committee investigating the nature of sport sponsorship, and recalled asking Dassler to ‘give me any justification as to why a football boot manufacturer should wish to decide who should become the...
commercialism Quick reference
A Dictionary of Sports Studies
...Games. This formal move away from non-profit-making amateur models confirmed the emerging dominance of commercialism in sport: confirmation of unprecedentedly high costs for television rights, and for sponsorship status for top events, consolidated this model. What has been seen as the ‘golden triangle’—of sport, media organizations, and corporate sponsorship —then came to dominate the economic organization of top-level competitive sports, from the Olympics through to the reconstituted European Cup in football, the UEFA Champions League . See also ...
Commodification and Commercialization Reference library
Nancy L. LOUGH and Ceyda MUMCU
Berkshire Encyclopedia of World Sport (3 ed.)
...friendly games to increase their popularity outside of Europe and to develop both corporate and media interest. Trends in Commercial Sport Development The global sponsorship market has grown from US$17.6 billion in 1997 to US$37.8 billion during the Summer Olympics of 2004 . By 2005 , projections for the global sponsorship market amounted to US$42 billion, in a non-Olympic, non-World Cup year. In 2012 , over US$11 billion was being spent annually by corporate sponsors solely on sport teams, while the participant sport category was also growing....
Coca-Cola Quick reference
A Dictionary of Sports Studies
...A transnational corporation with a long association with sport sponsorship. The Coca-Cola company is proud of its association with football's (soccer) ruling body the Fédération Internationale de Football Association (FIFA), whose ( 2008 ) website noted: ‘The Coca-Cola Company is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978 . Coca-Cola has had stadium advertising at every FIFA World Cup™ since 1950 .’ The company has signed up with...
NASCAR Quick reference
A Dictionary of Sports Studies
...profile of the sport were threatened by the global economic circumstances of 2008–9 , with the withdrawal of corporate sponsors and a dramatic reduction in ticket sales; and at the same time the political discourses of the years in power of George W. Bush that it celebrated were challenged by the victory of Barack Obama and his accession to the White House. Former Formula One drivers have competed on the NASCAR circuit, broadening its sponsorship base during economically buoyant periods, and raising its profile outside the USA. See also motor racing...
Marketing Reference library
David K. STOTLAR
Berkshire Encyclopedia of World Sport (3 ed.)
...a vehicle for this endeavor, then a successful relationship can be established. Current research in the sponsorship industry has shown that market-driven objectives such as corporate awareness and product sales ranked as the primary criteria. For some corporations awareness is a key objective. With the expansion of markets in the global economy, gaining awareness can be difficult. With the extensive reach of sport, however, the task becomes easier. Sponsorship of football’s 2010 World Cup cost each company US$55 million. What did official sponsors and...
Facility Naming Rights Reference library
Mark S. NAGEL
Berkshire Encyclopedia of World Sport (3 ed.)
...seek revenue from corporate sponsors, for fear that these new “partners” might insist upon a voice in campus decisions in exchange for their financial support. As interscholastic and intercollegiate budgets continue to be strained, it is likely that corporate naming rights agreements will be consummated as there are many companies that desire access to the audiences that these sport organizations can provide. Mark S. NAGEL University of South Carolina See also Endorsements ; Facility Management ; Intercollegiate Athletics ; Sponsorship Further Reading...
Jägermeister Reference library
The Oxford Companion to Spirits and Cocktails
... (accessed March 23, 2021). Kelly, James. “How Jägermeister Changed the World of Corporate Shirt Sponsorships.” These Football Times , May 27, 2020. thesefootballtimes.co/2020/05/27/how-jagermeister-changed-the-world-of-corporate-shirt-sponsorships/ (accessed March 23, 2021). Kumlehn, Jürgen. Curt Mast aus Wolfenbüttel: Eine vorläufige biografische Aufhellung . 2011. Matthew Rowley...
Brand Management Reference library
James M. GLADDEN
Berkshire Encyclopedia of World Sport (3 ed.)
...sporting event. Most notably, marching bands play before, during, and after the game, adding to the experience and perhaps adding to the associations with a particular university’s athletic program. Corporate Brands Built by Teams and Athletes The most prevalent manner in which corporations attempt to build their brands is through sponsorship agreements with leagues, teams, events, and athletes. This is applicable to both companies that sponsor sport and those that do not sponsor sport. Research has documented a wide variety of benefits that...
Duathlon Reference library
B. James STARR and Keith STRUDLER
Berkshire Encyclopedia of World Sport (3 ed.)
...Biathlons did not begin to grow in number of events or participants until the late 1980s, when major corporate sponsors helped to fund the growth of the sport. The first national championship race, the New York City Biathlon, was held in 1986 . While some races numbered in the hundreds of participants, they still catered to amateur athletes. As such, races didn’t include large monetary prizes for winners, nor did they involve large national sponsorships. This began to change in 1987 , when the sport grew exponentially, with approximately three hundred...
Management Reference library
Packianathan CHELLADURAI
Berkshire Encyclopedia of World Sport (3 ed.)
...local businesses and political communities 2. Entertain corporate customers 3. Improve employee relations 4. Increase public awareness of the company or brand 5. Change or enhance the company’s or brand’s image 6. Test its products under “real-life” conditions ( Amis, Pant, and Slack 1997 ). It is reported that the spending on sport sponsorship around the globe will reach US$35 billion by 2013 ( Reiser, Breuer, and Wicker, 2012 ). Business enterprises extend such sponsorship to non-elite sports as well, particularly youth sports through...
Extreme Sports Reference library
Douglas BOOTH and Holly THORPE
Berkshire Encyclopedia of World Sport (3 ed.)
...men, the Summer and Winter X Games are a staple of the global sporting culture. Like the corporate sponsors of established sports, those involved with the X Games view their associations as a means to convey cultural credibility. Although corporate sponsors of extreme sports highlight risk-taking and individualism (in contrast to sponsors of established sports, who emphasize teamwork and cooperation), both continue to underscore traditional notions of masculinity. Corporate interests have successfully transformed living on the edge into an aspirational consumer...
basketball Quick reference
A Dictionary of Sports Studies
...the emerging college stars. Corporate sponsors have been attracted to basketball by the image of individual stars, the most famous of whom has been Michael Jordan , whose clients included Gatorade, Coca-Cola , McDonald's, and Nike . The latter created the Air Jordan sports shoe, and studies have corroborated that the endorsement of a product by a figure such as Jordan can generate huge financial profits, stimulating market capitalization of millions and even billions of dollars. Jordan has been frank about his stance on sponsorship: when questions of ethics,...
International Olympic Committee Reference library
Christopher CUMO
Berkshire Encyclopedia of World Sport (3 ed.)
...been very aggressive—too much so in the view of some critics—in promoting and protecting the “Olympic” brand by restricting and closely monitoring the use of the word “Olympics” and the Olympic logo. In accord with its branding policy the IOC has been effective in gaining corporate sponsorships and selling media licensing rights. Origin and History In 1894 French nobleman Pierre de Coubertin founded the IOC to govern the Olympic Games, revived that year to memorialize the Olympiads that the ancient Greeks had held. Since its inception the IOC has promoted the...
