Sports Sponsorship as a Marketing Principle Analytical Essay by Nicky

An in-depth exploration on the implications of sports figure sponsorship, with a focus on the case of EA Sports.
# 146947 | 3,088 words | 10 sources | APA | 2011 | US
Published on Jan 30, 2011 in Business (Industries) , Business (Marketing) , Advertising (Industry-Specific) , Sport (General)

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The paper explores the broad economic realities related to sports marketing and addresses the relationship of sports marketing to social values such as the selection of role models, the ambition for competitive success and an identification with either team or individual goal orientation. The paper also examines the public health consequences of the public identifying with sporting figures and the goals related to achievement in sports. The paper focuses on the case of EA Sports video game designers and relates an interview with a sales associate. The paper discusses how relying on the appeal of a sports icon for the projection of a brandname image can backfire when this athlete encounters trouble, but shows how, by and large, the benefits of sports marketing are enormous.

Research Background
Literature Review
Case Study

From the Paper:

"The concept of sports marketing is principally expansive and multifaceted. The surface notion of marketing logos, symbols and products in merchandising association with teams, leagues, organizations or individuals is supplemented by countless other branches of retail, public relations and advertising that must be assessed under the umbrella concept of sports marketing. This discipline stretches across countries, athletic traditions, seasonal variations and a diverse, multi-stratified range of targets, with contexts and media also varying widely. Examples persist in everyday life; Michael Jordon's well known associations with such products external to the sporting industry such as Hanes Underwear and Nike Sneakers; the banking industries wholesale dominance in the contest to name today's modern sport stadium complex; the specific tailoring of Budweiser commercial to appeal directly to audiences of NFL broadcasts and even the direct sponsorship of performing athletes such as in individual-competitive sports such as NASCAR racing or Xtreme tournaments."

Sample of Sources Used:

  • American Sports Data (ASD). (2006). Sports Marketing Research: Relationships Between Sports Participation and Market Trends. American Sports Data, Inc. Online at <>.
  • Fact Sheets (FS). (2004). Alcohol Advertising on Sports Television, 2001-2003. The Center on Alcohol Marketing and Youth at Georgetown University. Online at
  • Godinez, Victor. (2007). 'Madden NFL 08' Video Game Scores Big. Dallas Morning News. Online at
  • Hardy, Stephen; Bernard James & Anthony Sutton. (2007). Sport Marketing. Human Kinetics.
  • Kartakoulis, Nicos & Dr. Gregory Papanikos. (2005). City and Sport Marketing Strategy: The Case of Athens 2004. The United States Sports Academy. Online at

Cite this Analytical Essay:

APA Format

Sports Sponsorship as a Marketing Principle (2011, January 30) Retrieved May 17, 2022, from

MLA Format

"Sports Sponsorship as a Marketing Principle" 30 January 2011. Web. 17 May. 2022. <>