Arthur, Scott, Woods and Booker (1998) Sport sponsorship should...a process model for the effective implementation and management of sport sponsorship programmes

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Sport sponsorship should...a process model for the effective implementation and management of sport sponsorship programmes

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CONTRIBUTORS:

	Author:	Arthur, D.
	Author:	Scott, D. (University of New Mexico)
	Author:	Woods, T. (Southern Cross University)
	Author:	Booker, R.

JOURNAL:

Sport Marketing Quarterly [SMQ], 7(4), 49 - 60.

YEAR:

1998

PUB TYPE:

Journal Article

SUBJECT(S):

review; theory; sponsorship

DISCIPLINE:

Recreation, Sports & Leisure Studies

HTTP:

https://secure.sportquest.com/su.cfm?articleno=S-19669&title=S-19669

LANGUAGE:

English

PUB ID:

103-337-787 (Last edited on 2002/02/27 18:43:51 US/Mountain)

SPONSOR(S):

ABSTRACT:
Sport sponsorship is now a commercially-oriented and entrenched marketing tool utilised by many corporations on a worldwide basis. A great deal has been written on the subject by academics and non-academics alike. This paper aims to assimilate most of what has already been justified by research into a logical and useful guide for organisations either already engaged in, or hoping to undertake, a sport sponsorship programme. The Process Model of Sport Sponsorship Implementation developed from the research therefore represents the basic requirements for the effective use of the sponsorship medium to achieve communication objectives.

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