Does sports marketing work? How is it measured?

Scott Horowitz

Journal of Brand Strategy, 2014, vol. 3, issue 1, 41-50

Abstract: This paper uses real-world examples of businesses using hospitality and events to engage with clients, and to further the burgeoning culture of reciprocity in order to ensure a continuing business relationship. All companies measure the effectiveness of sports marketing differently, and this paper explores different ways the effectiveness of sports marketing can be measured. How does synergy between brands and companies affect consumers’ interaction with those brands and companies, and how can this be accurately measured? Moreover, how much can a sponsor require companies’ to deliver metrics about how interaction between brands and business influences the effectiveness of sports marketing?

Keywords: sports marketing; B2B; hospitality; sponsorships; sports marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2014:v:3:i:1:p:41-50

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