The benefits grid: translating motorsports sponsorship features into sponsor benefits
by Larry DeGaris
International Journal of Sport Management and Marketing (IJSMM), Vol. 8, No. 1/2, 2010

Abstract: Motorsports racing teams rely on sponsorship to fund their operations. Despite the financial importance of sponsorship, many racing teams continue to rely on a product-based approach to selling sponsorships. In this paper, a sponsor-centric approach to developing more effective motorsports sponsorship proposals is proposed. It is argued that motorsports sponsorship proposals can be made more effective when sponsorship features are linked to marketing benefits, especially when supported by empirical data.

Online publication date: Mon, 05-Jul-2010

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com