Athletic donor perceptions of corporate collegiate sponsorship

Abstract

Sports sponsorship continues to grow as an important part of advertising and marketing expenditures. Sports sponsorship’s ability to reach consumers in locations where they have strong ties can strengthen the bond between businesses and their target audience. This study utilized a web-based survey with 771 respondents to determine the values of sponsorships as perceived by an athletic program's donors. Respondent proximity and the scope of advertisers reach was considered when looking at recognition. Findings appear to show that proximity played a part in respondents' ability to recall sponsors, and local sponsors are seen to be the most valuable to the program.