The Impact of Size and Location on Collegiate Sports Sponsorship
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Date
2006-04-26
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Abstract
The purpose of this study was to examine the effects of location and size on sponsorships in collegiate athletics. The study compared university's number of sponsors based on size in terms of student population and size of a respective football program. The study also compared industry sponsorship rate to location of an athletic department. Small universities, under 15,000 students, were found to have a greater number of sponsors than large universities with 15,000 or more students. The size of the football program had no relationship on the total number of sponsors for an athletic department. Several industries were regionalized in terms of high sponsorship rate. The sponsors that were the most regionalized were the telecommunications industry in the Southeast, the medical industry in the Northwest and the automotive industry in the Midwest. An analysis of these variables and a discussion of the results are presented in this study.
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Keywords
marketing, sports, sponsorship, college, collegiate,
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Degree
MS
Discipline
Parks, Recreation and Tourism Management
