Courting women using sports marketing: a content analysis of the US Open

Article Abstract:

Sports marketing is a viable medium for reaching out to women consumers as shown by the increasing percentage of female viewers of broadcast sports events and by the fact sales to the female sports market are almost equal to sales to the male sports market. The level of interest in sports marketing exhibited by marketers was determined by analyzing gender differences in advertising found in existing literature and by rendering a content analysis of commercials broadcast during the tennis finals in the 1990 US Open. Results showed that sports marketing was not optimized to reach the female consumer.

Demographic aspects, Advertising, Market segmentation, Women consumers

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The corporate (sports) sponsor

Article Abstract:

Sports sponsorship has gained a foothold in the marketing communications mix. An examination of the role of sponsorship in marketing and the factors behind company involvement is presented through an analysis of pertinent literature and a survey of the top 200 UK companies. The popularity of a sport largely determines its share of corporate sponsorship with companies allocating as much as 20% of its marketing budget to this expense. Although some companies cited access to specific audiences and enhanced corporate image as reasons behind sports sponsorship, many were still unsure of the benefits.

Analysis

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Motivations for Australian expenditure on sponsorship - an analysis

Article Abstract:

The motivations of Australian managers behind their decisions on what amount of advertising budget is spent on sponsorship is investigated using data obtained in an overall study of sponsorship in Australia. Two motivating factors are isolated through factor and multiple regression analysis. Australian managers invest in sponsorship to improve company and product awareness, as well as increase market share. In addition, client hospitality is also achieved through sponsorship.

Australia, Corporations, Corporations, Australian

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