The primary purpose of this article was to explore the concept of understanding sports contribution to sponsorship through understanding the structure and function of the sponsorship industry. The colas were selected as an example industry to develop the concept of understanding sponsorship using a molecular analysis. This type of molecular analysis will provide perspective and foster better relationships of how the sponsor can do business on the sport and its event. Sponsors are demanding accountability and this type of approach opens the dialogue for exploring symbiotic relationships among the sport and the sponsor.
Morris, Duarte and Groves, David L.
"A Framework for the Analysis of Sport Sponsorship and the Cola Wars,"
Visions in Leisure and Business: Vol. 16
, Article 4.
Available at: https://scholarworks.bgsu.edu/visions/vol16/iss3/4