Recreational golfers' attitudes and awareness of sponsorship: a case study of the 2008 Ryder Cup

Autor:	Mark Lyberger, Sangkwon Lee, John Harris
Rok vydání:	2011
Předmět:	Competition (economics) Event (computing) Tourism Leisure and Hospitality Management Advertising Business Marketing Recreation
Zdroj:	Managing Leisure. 16:192-206
ISSN:	1466-450X 1360-6719
DOI:	10.1080/13606719.2011.583407
Popis:	The Ryder Cup is a unique sporting event compared to other professional golf events in that it is a team competition. The purpose of the present study is to examine sponsorship awareness and the attitude of recreational golfers toward sponsorship relating to the 2008 Ryder Cup. Because the Ryder Cup is one of the premier professional golf events, and is positioned as one of the biggest sporting events in the world, many corporations are interested in sponsoring the event. This research highlights that sponsorship awareness of the Ryder Cup is relatively low compared to other major sporting events. It also points to the need for further segmentation of target markets to increase awareness of sponsorship. Investigating the effectiveness of sponsorship on consumers' awareness and attitudes to sponsorship presents an interesting avenue of study for sports marketers to evaluate their sponsorship strategies.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::744115859d9871bdce0d8bb6baaeb0d9 https://doi.org/10.1080/13606719.2011.583407 Zobrazit plný text záznamu