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The Impact of on-field success in attracting sport sponsorship

Turner, Paul and Fuller, P. 2008, The Impact of on-field success in attracting sport sponsorship, in SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association, SMA, Gold Coast, Queensland, pp. 1-9.

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Title The Impact of on-field success in attracting sport sponsorship
Author(s) Turner, Paul
Fuller, P.
Conference name Sport Marketing Association (6th : 2008 : Gold Coast, Queensland)
Conference location Gold Coast, Queensland
Conference dates 16 - 19 July 2008
Title of proceedings SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association
Editor(s) [Unknown]
Publication date 2008
Conference series Sport Marketing Association
Start page 1
End page 9
Publisher SMA
Place of publication Gold Coast, Queensland
Summary The focus of this research is to identify the perceptions that professional sports club managers have about the impact that on-field success has on the attractiveness of a sport organisation to a prospective sponsor. From a series of semi-structured in-depth interviews conducted with the sponsorship/marketing managers from seven Melbourne based Australian Football League (AFL) clubs, an analysis of the importance of on-field success as a precursor for sponsorship was determined. The interview schedule consisted of four phases and concluded with a scale to rate the relative importance of on-field performance. The results indicated that AFL Club Managers believe that the onfield performance of the team does have an impact, but it is largely associated with the media coverage that this on-field success provides. They also identified that in the sport of AFL on-field success is largely controlled by the AFL governing organisation.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, SMA
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018311

Document type: Conference Paper
Collection: School of Management and Marketing
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