Evaluation of Sponsorship Activation Strategies Employed by a Minor League Baseball Team

A common challenge for corporations engaging in sport sponsorship activities lies in the evaluation of these activities. Some of the struggle is in the multitude of objectives that can be pursued through developing sponsorship relationships. Typical objectives include increasing brand awareness and recognition (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006), increasing sales (Choi, Stotlar, & Park, 2006) accessing specific target markets (Doherty & Murray, 2007), developing goodwill (Meenaghan, 2001), and positioning the brand (Ferreira, Hall, & Bennett, 2008). With so many differing objectives, it can be difficult to identify and/or develop standard rules, measurement scales, or generally accepted techniques that guide sport properties and corporate sponsors in their efforts to measure sponsorship effectiveness (Shankinlin & Kuzma, 1992). Despite the inherent challenges in doing so, this study examined the activation strategies employed by one Minor League Baseball team and three of its game night title sponsors as they pursued increased awareness, purchase intentions, and sales.

Name thesis:degree_name

Master of Science in Sport Management (M.S.)

Level thesis:degree_level

Thesis (open access)

Discipline thesis:degree_discipline

Department of Health and Kinesiology

Year dc:date.available

2011

Author dc:creator

• Boteva, Velina

Contributors dc:contributor

• Samuel Todd
• Henry Eisenhart

• ETD
• Sponsorship
• Evaluation
• Minor league baseball
• Activation strategies

Repository record dc:identifier

https://digitalcommons.georgiasouthern.edu/etd/421

OAI identifier oai:identifier

oai:digitalcommons.georgiasouthern.edu:etd-1421