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

Abstract

Although few studies exist that focus specifically on corporate sponsorship of grassroots sport, recent statements from sport marketers, and both market and demographic trends, indicate that grassroots sport sponsorship is and will continue to increase. As part of a larger qualitative study investigating the role of grassroots sport sponsorship in corporate America, 14 informants, representing four corporations, four sport-marketing organizations, four grassroots sports organizations, and one publishing company, were interviewed at length to verify these claims and highlight additional trends and issues affecting grassroots sport sponsorship. Informants overwhelmingly stated that corporate attention in this arena has “definitely” increased. In addition to reiterating trends in the literature, informants identified a rise in the number of grassroots sport events broadcast by television cable stations, corporations increasingly pursuing a national reach from their grassroots sponsorships, increased corporate ownership of events, and increased sponsorship measurability. Future implications and cautions based on these trends are discussed.