The Kia Amateur Australian Open: Lessons for sponsor activation and event management

Sheranne Fairley and B. David Tyler

Sport Management Review, 2011, vol. 14, issue 1, 25-32

Abstract: The case follows Jordana Hudson, an entrant in the 2007 Kia Amateur Australian Open, as she wins and is subsequently disqualified from the US national qualifying tournament. Kia's core business is that of automobile manufacturing, but when Kia assumes the role of event organizer as part of its sport sponsorship activation strategy, Kia experiences complications that were likely not considered when the activation strategy was being formulated. Jordana's situation exposes the challenges a firm can face in its sponsorship activation, as well as the potential branding and event management issues that arise for the sport property. This case gives students the opportunity to consider the theoretical and practical challenges inherent in event management, co-branding, and sponsorship activation.

Date: 2011
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DOI: 10.1016/j.smr.2009.09.006

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