Analysis of marketing sporting events, from the joint perspective of sponsors and event coordinators.

摘要

The survey instrument developed identifies procedural steps and attributes required in marketing major sporting events. Identified procedures and attributes of each respondent were assessed for significance of commonality of practice in each group (Event Coordinators and Financial Sponsor Representatives) separately and together.; Senior faculty in Recreation and Leisure Studies and Physical Education Departments of California State University, Long Beach reviewed the questionnaire. Further refinement utilizing the Delphi method added expertise from practitioners in event marketing.; Respondents were selected using criteria of years of involvement, size and professionalism of event. Data were analyzed by dividing respondents into groupings of event coordinators, financial sponsor representatives, and all respondents. Measures of central tendency were utilized, establishing degrees of commonality among respondents within each group. Data on the common practices of Event Coordinators and Financial Sponsor Representatives in Sports Events will benefit existing and future practitioners.