The potential contributions of sports sponsorship in impacting the product adoption process Academic Article uri icon

abstract

  • Benefits sought by businesses that sponsor sports events are discussed and links made between these benefits and the stages of a potential customers product purchase decision-process. The wide variety of benefits are classified into four main categories: increased awareness, enhanced image, product trial or sales opportunities, and hospitality opportunities. The risks associated with business sponsorship of sports events are described, and the medias key role in enhancing a sponsors benefits is discussed. An extensive number of illustrative examples are included. 1996 Chapman & Hall.

published proceedings

  • Managing Leisure

author list (cited authors)

  • Crompton, J. L.

citation count

  • 7

complete list of authors

  • Crompton, John L

publication date

  • January 1996