Sport tourism and corporate sponsorship: A winning combination

Abstract

As expectations of sport tourists increase for more elaborate events, state-of-the-art facilities and equipment, and modern conveniences, the need for corporate partnerships increases. Most sport events today rely heavily on corporate financial and promotional support. The competition for sponsorship has therefore reached a new plateau requiring a more efficient process for recruiting and retaining corporate sponsors. Just as athletes need to make the time and physical commitment to perfect their skills, the process of identifying corporate sponsors takes research, persistence, creativity and a bit of luck. Proven techniques on how to develop a sponsorship database, write proposals and close deals are provided in this paper.