The perceived short- and long-term economic benefits of the World Cup, Olympic Games, Super Bowl, and the like have led businesses to develop joint bids with governmental units in effort to host such events. Increased competition has also created a need for businesses to find ways to differentiate their products in the market place, reach and influence new markets, and to get more return for their promotional dollars. For some, sport sponsorship has become an effective marketing strategy. This article describes the extent of sport tourism event sponsorship, why and how sponsorships are obtained, and issues involving sport sponsorship, including over-commercialization of sport, and tobacco sponsorships.
Turco, Douglas Michele
"Field of Dreams: Sponsorship Opportunities in Sport Tourism,"
Visions in Leisure and Business: Vol. 17
, Article 3.
Available at: https://scholarworks.bgsu.edu/visions/vol17/iss2/3