How to attract
Stage 1—Identification of
Stage 2—Strategy determination
Step 5—Determine core
Marketing and service mixsport
product, pricing, place
(physical evidence, people,
process), customer satisfaction
Step 6—Determine tactics and
implemention, evaluation and
CHAPTER OBJECTIVESChapter 13 introduces the concept of sponsorship.
Sponsorship is one of the most visible elements of the
sport promotion mix. In this chapter, a framework for how
to create win-win relationships is presented. Celebrity
marketing as a special case of sport sponsorship is
discussed and the chapterfinishes with overviewing some
trends that drive the future of sponsorship.After studying this chapter you should be able to:
|1. ||Describe sponsorship as a distinctive element of the
|2. ||Create a win-win relationship between a sponsor and
|3. ||Identify some of the trends that drive the future of
|4. ||Describe the basics of implementing and leveraging a
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Strategic Sport Marketing.
Contributors: David Shilbury - Author, Shayne Quick - Author, Hans Westerbeek - Author.
Publisher: Allen & Unwin.
Place of publication: Crows Nest, N.S.W..
Publication year: 2003.
Page number: 222.
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