The Impact of Sponsorship on the Survivability of Sports Leagues

Presenter

James Piesco

Campus

UMass Amherst

Sponsor

Muzzo Uysal, Department of Hospitality and Tourism Management, UMass Amherst

Schedule

Session 4, 2:30 PM - 3:15 PM [Schedule by Time][Poster Grid for Time/Location]

Location

Poster Board A92, Campus Center Auditorium, Row 5 (A81-A100) [Poster Location Map]

Abstract

Sponsorship is a major revenue stream in sports and is used and widely accepted as a valuable marketing method for brands because they can tap into a fan’s passion to try and influence purchasing behavior or drive home a message. Despite this importance, research in this space still has a long way to go and has yet to scratch the surface of sponsorship’s effects on sports properties. Sponsorship by corporate backers is significant when starting and sustaining new sports operations because this is a costly undertaking. Sponsorship can be used to bring in money immediately while other revenue streams like media rights deals gate revenue, and merchandise will generally lag due to being an “unproven” product. This research will aim to see if there is a way to use sponsorship to see if these “emerging” leagues are on a path to success like the MLS accomplished or doomed for failure like the USFL.

Keywords

Sport Sponsorship, Revenue Generation, Emerging Leagues, Corporate Strategy

Research Area

Sports and Exercise Science + Physiology

SIMILAR ABSTRACTS (BY KEYWORD)