Attracting Foreign Sponsorship for American Events: The Myth

Abstract

The sport marketing environment has become global, and nationalism has little place in such an environment. Terms such as “foreign sponsorship” and “American events” are misnomers. Many modern businesses have multinational operations, and many events are seen and marketed worldwide. Players on “American” teams hail from a variety of nations other than the United States. In some instances, teams play their games at venues outside the United States. Sport events have truly become international, and thus the discarding of obsolete and limiting terms such as “foreign sponsorship” and “American (or that of any other nation) event” will provide marketers with the potential for greater success in attracting sponsorships for events scheduled for either domestic or international locations.