Sport sponsorship has become an increasingly important part of intercollegiate athletic revenue generation as universities have been forced to seek new and creative ways to fund their programs. The purpose of this study was to explore the benefits, criteria, and company factors that lead local corporations to embark upon sport sponsorship agreements within a specific region of mid-major sized universities. Respondents were corporate decision-makers who had forged sponsorships with three mid-major schools. Results reveal that sponsors have clear motives and preferences when agreeing to sponsor sport. On-site signage and cost were identified as being the most important information listed. Additionally, it was found that sponsorship evaluation was measured by only 55% of those surveyed.
Weight, Erianne; Taylor, Kevin; and Cuneen, Jacquelyn
"Corporate Motives for Sport Sponsorship at Mid-Major Collegiate Athletic Departments,"
Journal of Issues in Intercollegiate Athletics: Vol. 3, Article 7.
Available at: https://scholarcommons.sc.edu/jiia/vol3/iss1/7