Deakin University
Browse

File(s) under permanent embargo

The Impact of on-field success in attracting sport sponsorship

conference contribution
posted on 2008-01-01, 00:00 authored by Paul TurnerPaul Turner, P Fuller
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.

History

Event

Sport Marketing Association (6th : 2008 : Gold Coast, Queensland)

Pagination

1 - 9

Publisher

SMA

Location

Gold Coast, Queensland

Place of publication

Gold Coast, Queensland

Start date

2008-07-16

End date

2008-07-19

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2008, SMA

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

Usage metrics

    Research Publications

    Categories

    No categories selected

    Keywords

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC