Sport management programs continue to focus on developing innovative pedagogical strategies to prepare students to enter and successfully navigate the rapidly evolving, highly competitive sport industry. One effective tactic is to integrate experiential learning projects into the classroom. This paper describes a collaborative three-year partnership involving a sport management program, athletic department, and corporate sponsor. The relationship provided scholarships for the program, internship opportunities, research funding, and an experiential learning project. Specifically, the lead author applied the metadiscrete experiential learning model developed by Southall, Nagel, LeGrande, and Han (2003) to a client based sponsorship activation project for an upper-level sport marketing course. The paper offers a blueprint and specific recommendations for faculty who wish to develop a client-based collaborative effort that can provide a hands-on learning experience for students and generate programmatic resources, research possibilities, student scholarships, and funding opportunities for an academic program. Such projects can further prepare students as well as enhance the fit between sport management programs and the sport industry.
Gina Pauline and Jeffrey S. Pauline
Gary Pasqualicchio, Norm O’Reilly, and Ed Elowson
For years, sport properties and corporate sponsors have struggled to develop strategies to activate their expansive partnerships, particularly those without high-ranking national media coverage. This case analyzes a successful, multilayered sponsorship activation tied to the 2012 retirement of Philadelphia Eagles star Brian Dawkins. The Eagles, in partnership with AAA and Marvel, created and promoted a unique weekend around Dawkins’ retirement that included a NASCAR race, an NFL Sunday Night Football Game, and a meet-and-greet with Dawkins; this weekend was marketed extensively across various modes of media. The partners’ goals were to engage 7 million regionally-based Eagles fans, not just the 70,000 fans who would witness Dawkins’ retirement ceremony inside Lincoln Financial Field during the game. This case illustrates how the partners came together to achieve common goals, using Dawkins’ image, presence, and positive affinity with Eagles fans. The case details sponsorship and activation trends, the activation ratio, and other examples of sponsorship activation tied to athlete retirement. The case asks students to take what they have learned about sponsorship activation and analyze the Dawkins retirement, discussing what was successful, what was not, and what could be done for future sponsorship activations in similar situations.
Dae Hee Kwak and Sean Pradhan
: Improving the processability and effectiveness of sponsorship activation . Journal of Advertising Research, 55 ( 3 ), 255 – 269 . doi:10.2501/JAR-2015-007 10.2501/JAR-2015-007 Cheung , C.M. , & Lee , M.K. ( 2012 ). What drives consumers to spread electronic word of mouth in online consumer
Nicolas Chanavat, Guillaume Martinent, and Alain Ferrand
Notwithstanding the substantial development of sponsorship investigations, relationships between the sponsor and cosponsees and fan’s responses (i.e., cognitive, affective and conative) have not been investigated yet in a multiple sponsorship sport event context. Hence, the purpose of this study was to analyze the impact of commercial sponsorships on the intention to purchase sponsor products in relation to brand image and brand attachment. Furthermore, this researcher analyzed the relationships between a sponsor (adidas), an event (2006 FIFA Soccer World Cup Germany), a team (French National Soccer Team) and a top player (Zinédine Zidane). Structural equation modeling was used to conduct this research. The crucial results revealed that a multiple sponsorship arrangement creates interactions between the sponsor and the sponsees brands cognitive and affective stages. Secondly, the model demonstrated that multiple sponsorship activates brand behavioral dimensions (i.e., cognitive, affective and conative) according to the hierarchy of effects model (Lavidge & Steiner, 1961).
Zack P. Pedersen
attempting to undermine his relationships, and even “Papa” John Schnatter failing to follow through on a $5 million pledge for the KFC Yum! Center. In conclusion, this book is an excellent resource for anybody venturing into the areas of sponsorship activation, communication, marketing, management
Michael J. Diacin
reflection learning into sport management . Sport Management Education Journal, 7 ( 1 ), 1 – 12 . doi:10.1123/smej.7.1.1 10.1123/smej.7.1.1 Pauline , G. , & Pauline , J. ( 2008 ). Teaching sport sponsorship activation through a client-based experiential learning project . Sport Management Education
Terry Eddy, B. Colin Cork, Katie Lebel, and Erin Howie Hickey
awareness ( Hickman, 2015 ) and positive image transfer ( Meenaghan & Shipley, 1999 ). The context that sport offers has traditionally magnified these benefits and allowed sport sponsorship to thrive as a marketing platform. Sponsorship activation, defined by Cornwell, Weeks, and Roy ( 2005 ) as “collateral
Zack Pedersen and Antonio S. Williams
sports but I didn’t know exactly what role I was best suited for in the sport industry. To that point, I interned with the New Jersey Nets [NBA] in the sponsorship-activation department during the fall semester of my senior year of undergraduate studies. I decided that my best next step would be to earn
Samuel López-Carril and Christos Anagnostopoulos
three in total. No posts fell into the “sponsorships” stream, probably because all PTSOs’ competitions and associated activities (such as trainings) ceased during the studied period. Therefore, PTSOs and their sponsors have failed to orchestrate and then communicate sponsorship activations associated
Kamran Eshghi, Hesam Shahriari, and Sourav Ray
& Kwon, 2019 , p.10). Indeed, as per the International Events Group (IEG) report ( 2018 ), 83% of sponsors spend between 1 and 4 times of the sponsorship contract value on their sponsorship activation. However, we know little about the efficiency of such efforts ( Dos Santos et al., 2020 ). Commentators