Title

Sponsorship and sport mega-events

Document Type

Book Chapter

Publisher

Routledge

Place of Publication

London, England

Editor(s)

Frawley, S.

School

School of Business and Law

RAS ID

23865

Comments

Morgan, A., Frawley, S., Fujak, H., & Cobourn, S. (2017). Sponsorship and sport mega-events. In S. Frawley (Ed.), Managing sport mega-events (pp. 105-120). London, England: Routledge. Available here

Abstract

Professional sport has become reliant on commercially generated revenue, namely through sponsorship partnerships and broadcast rights fees. Sport mega-events in particular, are highly dependent on the financial and resource investment of their sponsorship partners. Over the past 30 years, not only has sponsorship emerged as a major source of revenue for sport events, it is also a key marketing tool for sponsoring companies. Moreover, worldwide sponsorship has become a critical component of marketing communications strategies. Global sponsorship expenditure has escalated from US$2 billion in 1984 (Sponsorship Research International, 1998, cited in Meenaghan & Shipley, 1999) to US$55.3 billion in 2014 (IEG, 2015a). Sport accounts for the majority of global sponsorship spend, receiving approximately 70 per cent of sponsor investment (Chadwick, Liu & Thwaites, 2014). As sponsorship has proliferated over the last three decades, the manner by which it has been activated and leveraged has changed significantly. Sport sponsorship has evolved into a major industry in the global marketplace. This chapter discusses the growth of sponsorship and related trends within the sport mega-event industry.

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