INFLUENTA CAZURILOR DE DOPAJ ASUPRA RELATIEI DINTRE SPONSORI SI ECHIPELE DE CICLISM

Vlad Rosca ()
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Vlad Rosca: Academia de Studii Economice din Bucuresti

Marathon, 2011, vol. 3, issue 2, 212-232

Abstract: The help from sponsors is an important issue for the stability of professional cycling teams. An important share of a team’s revenues consists of the money paid by sponsors in exchange of the right to associate their brands with the team. In exchange of their involvment, sponsors expect to develop their image capital. But the relationship with the sponsors can deteriorate if doping cases in the teams are confirmed and made public. In the last decade, the opinion of sponsors was divided between radical organizations and supporting ones. Some sponsors have withdrawn their support as a result of doping cases, while others considered that doping did not have a negative impact on their sponsoring goals, so they continued to help cycling teams. This paper, written as a case study, analyses the possible influences of doping cases upon the relationship between sponsor and cycling teams, combining them with the marketing tools that teams can use if managerial intervention is needed for revolutioning the image.

Keywords: sport marketing; cycling marketing; sponsoring; doping; image revolution (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:rom:marath:v:3:y:2011:i:2:p:212-232

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