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A Preliminary Examination Of Sponsorship Motivations And Leveraging In Motor Sports, Carol L. Bruneau
A Preliminary Examination Of Sponsorship Motivations And Leveraging In Motor Sports, Carol L. Bruneau
Association of Marketing Theory and Practice Proceedings 2020
Sports sponsorships have become an increasingly large investment for many organizations. IEG (2018) has forecast that in 2018, total global sponsorship spending would be approximately $65.8 billion, with US sponsors contributing $24.28 billion. Close to 70%, or almost $46 billion, of total sponsorship spending will be directed towards the sponsoring of sports events, leagues, teams and individual sports personalities. This paper is a exploratory examination of sponsorships in INDYCAR racing based on participant observation over nine years of viewing INDYCAR races live and on television. Four specific sponsorship examples will be discussed to highlight sponsors’ motivations for sponsorship and how …