Sports sponsorships have become an increasingly large investment for many organizations. IEG (citation) has forecast that in 2017, total global sponsorship spending will be approximately $62.8 billion, up 4.2% from 2016 expenditures. Close to 70%, or almost $44 billion, of total sponsorship spending will be directed towards the sponsoring of sports events, leagues, teams and individual sports personalities. And the bulk of these investments will be implemented by marketers such as McDonald’s and Coca-Cola in efforts to create a sports overlay so as to increase demand for nonsports products. Who benefits from this outpouring of money by companies? Of course, the sports sponsors themselves that are seeking a return on their investments in terms of financial and intrinsic gain are beneficiaries; otherwise these companies would not invest in this marketing strategy. We propose that in addition to sponsors, others who gain from sports sponsorships are threefold: the sports that receive resources from sponsors, the spectators of sporting events, and society as a whole. We propose a model of the various interactions among these four parties and the benefits received by each of these entities in the following paper.
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Bruneau, Carol L. and Fullerton, Sam, "A Preliminary Model Reflecting the Potential Contributions Shared by the Four Parties within the Realm of Sports Sponsorship" (2018). Association of Marketing Theory and Practice Proceedings 2018. 98.