Major League Baseball stadium signage: A content analysis of televised games
Spaniel, Tammy Michelle
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Corporate sponsorship, particularly of sporting events, has been predicted to grow rapidly as advertisers and marketers seek new ways to build image and awareness and to avoid the competitive clutter and audience fragmentation of traditional media. Accountability for the value of sports sponsorship has become an important aspect to both the sponsor and the sporting event. A content analysis was used to examine the incidental television coverage of sports sponsors during live television broadcasts of a sample of major league baseball games from June 15 to August 12, 1994. This study analyzed the data in an objective and quantitative manner, to examine information about the communication content of sports sponsorships. The study also provided a detailed description of sponsorship stadium signage to determine any similarities and/or differences in the sponsors between the American and National League and the divisions of West, Central and East.