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  • Title sponsorship of cause-related sport events

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    Deshpande435148Accepted.pdf (350.2Kb)
    Author(s)
    O'Reilly, Norm
    Deshpande, Sameer
    Faulkner, Guy
    Latimer, Amy
    Leblanc, Allana
    Rhodes, Ryan E
    Tremblay, Mark
    Werman, Melissa
    Griffith University Author(s)
    Deshpande, Sameer
    Year published
    2019
    Metadata
    Show full item record
    Abstract
    Purpose: Corporations often benefit from associating their brand(s) with a sports property; in some cases, the property is owned or supported by a not-for-profit organization (NFP) championing a cause. Title sponsorship of such a sport event has received limited research attention but is important to a NFP for raising funds and in-kind contributions to support their cause. The purpose of this paper is to investigate title sponsorship of cause-related sport events. Design/methodology/approach: This research examines the title sponsorship of a cause-related sport event and its effectiveness in relation to the event, the ...
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    Purpose: Corporations often benefit from associating their brand(s) with a sports property; in some cases, the property is owned or supported by a not-for-profit organization (NFP) championing a cause. Title sponsorship of such a sport event has received limited research attention but is important to a NFP for raising funds and in-kind contributions to support their cause. The purpose of this paper is to investigate title sponsorship of cause-related sport events. Design/methodology/approach: This research examines the title sponsorship of a cause-related sport event and its effectiveness in relation to the event, the organization, the cause and other sponsors of the NFP. Specifically, this study examines these questions in the context of a specific annual event, Sports Day in Canada organized by ParticipACTION, a national Canadian NFP and whose title sponsor is Royal Bank of Canada (RBC). Findings: Results show that title sponsorship has significant potential value for the sponsor and the cause, perhaps to the detriment of other (lower tier) sponsors of the event and the NFP. Originality/value: This research has value to sponsors and cause-related sport events alike. In the case of sponsors, it provides insight into the value of title sponsorship vs other categories of sponsorship, for a brand considering sponsorship of cause-related sport property. For cause-related sport events, the research informs about the importance and possible revenue generation opportunity linked to the title sponsor category.
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    Journal Title
    Sport, Business and Management: An International Journal
    Volume
    9
    Issue
    2
    DOI
    https://doi.org/10.1108/SBM-04-2018-0034
    Copyright Statement
    © 2019 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Business and Management
    Commercial Services
    Social Sciences
    Hospitality, Leisure, Sport & Tourism
    Social Sciences - Other Topics
    Canada
    Cause-related marketing
    Publication URI
    http://hdl.handle.net/10072/397494
    Collection
    • Journal articles

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