What's in it for Me? An Investigation of North American Professional Niche Sport Sponsorship Objectives

Abratt R. , Clayton B. C. , & Pitt L. F. (1987). Corporate objectives in sports sponsorship. International Journal of Advertising, 6, 299–311.

Amis J. , Slack T. , & Berrett T. (1999). Sport sponsorship as distinctive competence. European Journal of Marketing, 33(3/4), 250–272.

Apostolopoulou A. , & Papadimitriou D. (2004). “Welcome home”: Motivations and objectives of the 2004 Grand National Olympic Sponsors. Sport Marketing Quarterly, 13, 190–192.

Aguilar-Manjarrez R. , Thwaites D. , & Maule J. (1997). Modelling sport sponsorship selection decisions. Asia-Australia Marketing Journal, 5(1), 9–20.

Baldauf A. , Reisinger H. , & Moncreif W. C. (1999). Examining motivations to refuse in industrial mail surveys. Journal of the Market Research Society, 41, 345–353.

Ballard S. (2009, May 5). Women's pro leagues fight to remain viable. Retrieved from http://www.womenssportsfoundation.org/Media-Center/Making-Headlines.aspx

Bate J. (2011, February 23). Colorado Spring PRO XCT race axed. Retrieved from http://singletrack.competitor.com/2011/02/news/col-orado-springs-pro-xct-race-cancelled_13562

Becker-Olsen K. , & Simmons C. J. (2002). When do social sponsorships enhance or dilute equity? Fit, message source, and the persistence of effects. Advances in Consumer Research, 29, 287–288.

Bennett G. , Ferreira M. , Lee J. , & Polite F. (2009). The role of involvement in sports and sport spectatorship in sponsor's brand use: The case of Mountain Dew and action sports sponsorship. Sport Marketing Quarterly, 18, 14–24.

Bennett G. , Henson R. , & Zhang J. (2002). Action sports sponsorship recognition. Sport Marketing Quarterly, 11, 174–185.

Bennett G. , Sagas M. , & Dees W. (2006). Media preferences of action sports consumers: Differences between Generation X and Y. Sport Marketing Quarterly, 15, 40–49.

Brenner S. (2003, September 15). Emerging sports sponsors find value below the radar. SportsBusiness Journal. Retrieved from: http://www.sportsbusinessjournal.com/index.cfm?fuseaction=article.preview&articleID=33191

Chadwick S. , & Thwaites D. (2004). Advances in the management of sport sponsorship: Fact or fiction? Evidence from English professional soccer. Journal of General Management, 30(1), 39–60.

Close A. G. , Finney B. R. Z. , Lacey R. Z. , & Sneath J. Z. (2006). Engaging the consumer through event marketing: Linking attendees with the sponsor, community, and brand. Journal of Advertising Research, 46, 420–433.

Copeland R. , Frisby W. , & McCarville R. (1996). Understanding the sport sponsorship process from a corporate perspective. Journal of Sport Management, 10(1), 32–48.

Cresswell J. W. (2002). Educational research: Planning, conducting, and evaluating quantitative and qualitative research. Upper Saddle River, NJ: Pearson Education.

Crompton J. L. (2004). Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport. Leisure Studies, 23, 267–281.

Crowley M. (1991). Prioritising the sponsorship audience. European Journal of Marketing, 25(11), 11–21.

Daniels M. , Baker R. , Backman K. , & Backman S. (2007). What sponsors want. International Journal of Sport Management, 8, 131–146.

Doherty A. , & Murray M. (2007). The strategic sponsorship process in a non-profit sport organization. Sport Marketing Quarterly, 16, 49–59.

Fullerton S. (2010). Sports marketing (2nd ed.). New York; NY: McGraw-Hill Irwin.

Greenwald L. , & Fernandez-Balboa J. (1998). Trends in the sport marketing industry and in the demographics of the United States: Their effect on the strategic role of grassroots sport sponsorship in corporate America. Sport Marketing Quarterly, 7(4), 35–47.

Gwinner K. P. , & Eaton J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 25(2), 19–35.

Hanas J. (2007). Going pro: What's with all these second-tier sports? Advertising Age, 78(5), S3.

Hochman P. (1999). Street lugers, stunt bikers, and - Colgate-Palmolive! Fortune, 140(10), 60.

Irwin R. L. , & Asimakopoulos M. K. (1992). An approach to the evaluation and selection of sport sponsorship proposals. Sport Marketing Quarterly, 1(2), 43–51.

Irwin R. L. , & Sutton W. A. (1994). Sport sponsorship objectives: An analysis of their relative importance for major corporate sponsor. European Journal of Sport Management, 1(2), 93–101.

Irwin R. L. , Sutton W. A. , & McCarthy L. M. (2008). Sport promotion and sales management. Champaign, IL: Human Kinetics.

Jarvis N. (2002). Sponsorship and gay sport: A case study of the 2000 Gay Softball World Series. International Journal of Sports Marketing & Sponsorship, September/October, 205–230.

Kojima S. (2010, January 22). NLL seeks new sponsorship, Reebok deal expires in 2010. Retrieved from http://www.nllinsider.com/2010/01/22/nll-seeks-new-sponsorships-reebok-deal-expires-in-2010/

Kuzma J. R. , Shanklin W. L. , & McCally J. F. (1993). Number one principle for sporting events seeking corporate sponsors: Meet benefactor's objective. Sport Marketing Quarterly, 2(3), 27–32.

Lamont M. , & Dowell R. (2007). A process model of small and medium enterprise sponsorship of regional sport tourism events. Journal of Vacation Marketing, 14, 253–266.

Lee S. , & Ross S. D. (2012). Sport sponsorship decision making in a global market: An approach of analytic hierarchy process (AHP). Sport, Business, and Management: An International Journal, 2, 156–168.

Livingstone S. (2009). PBR stays in saddle. USA Today. Retrieved from http://usatoday.com/sports/2009-01-14-tough-economy-impact_N.htm

Lough N. L. (1996). Factors affecting corporate sponsorship of women's sport. Sport Marketing Quarterly, 5(2), 11–19.

Lough N. L. , & Irwin R. L. (2001). A comparative analysis of sponsorship objectives for U.S. women's sport and traditional sport sponsorship. Sport Marketing Quarterly, 10, 202–211.

Lough N. L. , Irwin R. L. , & Short G. (2000). Corporate sponsorship motives among North American companies: A contemporary analysis. International Journal of Sport Management, 1, 283–295.

Ludwig S. , & Karabetsos J. D. (1999). Objectives and evaluation processes utilized by sponsors of the 1996 Olympic Games. Sport Marketing Quarterly, 8(1), 11–19.

Mack R. W. (1999). Event sponsorship: An exploratory study of small business objectives, practices and perceptions. Journal of Small Business Management, July, 25–30.

Maxwell H. , & Lough N. (2009). Signage vs. no signage: An analysis of sponsorship recognition in women's college basketball. Sport Marketing Quarterly, 18, 188–198.

McCarthy M. (2006, April 17). Bull riding set to piggyback on high viewer-ship of NFL. USA Today. Retrieved from http://www.usatoday.com/sports/2006-04-16-bull-riding-tv_x.htm

McCarthy L. M. , & Irwin R. (2000). An examination of the rationale and motives for corporate purchase of stadia and arena naming rights. Cyber Journal of Sport Marketing, 4(3).

McCarville R. E. , & Copeland R. P. (1994). Understanding sport sponsorship through exchange theory. Journal of Sport Management, 8, 102–114.

McCook K. , Turco D. , & Riley R. (1997). A look at the corporate sponsorship decision-making process. Cyber-Journal of Sport Marketing. Retrieved from http://fulltext.ausport.gov.au/fulltext/1997/cjsm/v1n2/mcook.htm

Meenaghan T. (1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10, 35–47.

Mickle T. (2010, January 25). Sponsors have more flexibility at Games X. SportsBusiness Journal, p. 27.

Milne G. R. , McDonald M. A. , Sutton W. A. , & Kashyap R. (1996). A niche-based evaluation of sport participant patterns. Journal of Sport Management, 10, 417–434.

Milne G. R. , Sutton W. A. , & McDonald M. A. (1996). Niche analysis: A strategic measurement tool for sport managers. Sport Marketing Quarterly, 5(3), 15–22.

Miloch K. S. , & Lambrecht K. W. (2006). Consumer awareness of sponsorship at grassroots sport events. Sport Marketing Quarterly, 15, 147–154.

Mullin B. J. , Hardy S. , & Sutton W. A. (2007). Sport marketing (3rd ed.). Champaign, IL: Human Kinetics.

Olson E. L. (2010). Does sponsorship work in the same way in different sponsorship contexts? European Journal of Marketing, 44(1/2), 180–199.

Papadimitriou D. , Apostolopoulou A. , & Theofanis D. (2008). Event sponsorship as a value creating strategy for brands. Journal of Product & Brand Management, 17, 212–222.

Rosner S. , & Shropshire K. L. (Eds). (2004). The business of sports. Sudbury, MA: Jones & Bartlett Publishers.

Roy D. , & Cornwell T. B , (2003). Brand equity's influence on responses to evnt sponsorhips. Journal of Product and Brand Management, 12, 377–393.

Scott D. R. , & Suchard H. T. (1992). Motivations for Australian expenditure on sponsorship - An analysis. International Journal of Advertising, 11, 325–332.

Seguin B. , Teed K. C. , & O'Reilly N. J. (2005). National sports organizations and sponsorship: An identification of best practices. International Journal Sport Management and Marketing, 1(1/2), 69–92.

Shank M. (2005). Sports marketing: A strategic perspective. Upper Saddle River, NJ: Pearson Prentice Hall.

Shaw S. , & Amis J. (2001). Image and investment: Sponsorship and women's sport. Journal of Sport Management, 15, 219–246.

Siebert D. C. (2006). Maximizing response rates in survey research: Issues and methods. Advances in Social Work, 7(2), 1–11.

Slack T. , & Benz L. (1996). The involvement of small businesses in sport sponsorship. Managing Leisure, 1, 175–184.

Speed R. , & Thompson P. (2000). Determinants of sport sponsorship response. Journal of the Academy of Marketing Science, 28(Spring), 226–238.

Stotlar D. K. (2009). Developing successful sport sponsorship plans. (3rd ed.). Morgantown, WV: Fitness Information Technology.

Sutton B. (2009, October 5). Conditions leading Big Four leagues to jersey sponsorships. Sports Business Journal. Retrieved from http://www.sportsbusinessdaily.com/Journal/Issues/2009/10/20091005/From-The-Field-Of/Conditions-Leading-Big-Four-Leagues-To-JerseySponsorships.aspx?hl=Sutton%202009&sc=0

Tedesco R. (2009, February). Second string: ‘Smaller’ sports are scoring in tough times. Promo Magazine, 22–24.

Thjomoe H. M. , Olson E. L. , & Bronn P. S. (2002). Decision-making processes surrounding sponsorship activities. Journal of Advertising Research, November/December, 6–15.

Thwaites D. , Aguilar-Manjarrez R. , & Kidd C. (1998). Sports sponsorship development in leading Canadian companies: Issues & trends. International Journal of Advertising, 17(1), 29–49.

Tripodi J. A. (2001). Sponsorship - A confirmed weapon in the promotional armory. International Journal of Sports Marketing & Sponsorship, March/April, 1–20.

US Airways. (2011). Corporate giving. Retrieved from http://www.usair-ways.com/en-US/FAQs/corporategiving.html

Verizon. (2011). Corporate sponsorships. Retrieved from http://www22.verizon.com/about/community/sponsorships/

Wartella J. (2009). Sponsorship of interscholastic athletics: An examination of state high school athletic/activity association sponsors (Unpublished doctoral dissertation). University of Nevada, Las Vegas, Las Vegas, NV.

Weeks C. S. , Cornwell T. B. , & Drennan J. C. (2008). Leveraging sponsorship on the internet: Activation, congruence, and articulation. Psychology and Marketing, 25(7), 637–654.

Weight E. , Taylor K. , & Cuneen J. (2010). Corporate motives for sport sponsorship at mid-major collegiate athletic departments. Journal of Issues in Intercollegiate Athletics, 3, 119–130.

Witcher B. , Craigen J. G. , Culligan D. , & Harvey A. (1991). The links between objectives and function in organizational sponsorship. International Journal of Advertising, 10, 13–33.