Sports Sponsorship

Paper Summary:

The study examines sports sponsorship in general and how it is being used to support the Formula One racing series in particular. The paper shows how the Formula One racing series has emerged in recent years as one of the front-runners in televised sporting events around the globe and discusses how sports sponsors have taken careful note of these trends. The paper provides a literature review and includes a survey of industry professionals.

Outline:
Chapter 1: Introduction
Chapter 2: Sports Sponsorship
Chapter 3: Sponsorship Within the Formula One
Chapter 4: Importance of Evaluation
Chapter 5: Research Methodology
Chapter 6: Analysis and Discussion of Results
Chapter 7: Conclusion and Recommendation

From the Paper:

"Corporate sponsorship of events, especially sports, has become a commonplace marketing communications tool. Around the world, marketers are using a wide range of sporting events - some of which may not even fit the classical definition for sports - are receiving billions of dollars in sponsorship money. The most sponsorship money, of course, goes to the most popular sports and today, the Formula One racing series is one of the most televised sporting championships in the world, representing a growing multi-billion dollar global industry. Some of the marketing techniques that have gone hand-in-hand with such sponsorship has resulted in mixed reviews from consumer advocates and governmental policymakers, but just about everyone agrees that there is a lot of money to be made and everyone, if would seem, wants some of it."

Sample of Sources Used:

• Ames, C. (1992). Achievement goals, motivational climate and motivational processes. In G. Roberts (Ed.), Motivation in sport and exercise (pp. 161-176). Champaign, IL: Human Kinetics.
• Betts, R. F. (2004). A history of popular culture: More of everything, faster, and brighter. New York: Routledge.
• Cameron, J., & Pierce, W. D. (2002). Rewards and intrinsic motivation: Resolving the controversy. Westport, CT: Bergin & Garvey.
• Collins, T., & Vamplew, W. (2002). Mud, sweat, and beers: A cultural history of sport and alcohol. New York: Berg.
• Communications Act 2003. (2007). U.K. Government Web site. [Online]. Available: http:// www.opsi.gov.uk/acts/acts2003/20030021.htm.

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• Term Paper # 111958 : "Sports Marketing in the U.S."

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