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Leveraging and Activation: Critical Elements of a Successful Sport Sponsorship at the Collegiate Level
- Journal of Sports Media
- University of Nebraska Press
- Volume 7, Number 2, Fall 2012
- pp. 95-114
- 10.1353/jsm.2012.0013
- Article
- Additional Information
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Leveraging sponsorship partnerships with additional advertising and promotional activities and connecting with event participants on a personal level (activation) are found to be key requirements in making the most of a sponsorship agreement. A survey of 204 collegiate athletic program sponsors showed that spending over and above the initial sponsorship fee resulted in satisfaction of association and generated a recognizable return on investment.