Title: On-site sponsorship leveraging patterns of TOP and domestic programmes: the case of 2018 PyeongChang Winter Games

Authors: Kyu Ha Choi; Dana Ellis; Becca Leopkey; Jinsu Byun; Kathleen Zinn

Addresses: Department of Kinesiology, University of Georgia, Athens, Georgia, USA; Business and Hospitality Department, Paul Smith's College, Paul Smiths, New York, USA ' School of Sports Administration, Laurentian University, Sudbury, Ontario, Canada ' Department of Kinesiology, University of Georgia, Athens, Georgia, USA ' Department of Kinesiology, University of Georgia, Athens, Georgia, USA; Department of Human Nutrition and Hospitality Management, University of Alabama, Tuscaloosa, Alabama, USA ' School of Sports Administration, Laurentian University, Sudbury, Ontario, Canada

Abstract: This study explores on-site sponsorship leveraging of The Olympic Partners and domestic sponsors at Olympic venues. Field research consisting of photographs and reflective journals was conducted at the 2018 PyeongChang Olympic Winter Games, and these were analysed along with other archival documents. Findings revealed that, as groups, the two sponsorship programmes did not make a noticeable difference in on-site sponsorship leveraging patterns, such as leveraging methods, leveraging focus, and sponsorship fit. However, slight variances in terms of individual sponsors were observed. The research presents the on-site Olympic sponsorship leveraging cube as a tool that allows for visual cross-sectional representation of individual Olympic sponsors' on-site sponsorship leveraging within three key dimensions: leveraging method, leveraging focus, and sponsorship fit.

Keywords: on-site sponsorship; Olympic sponsorship; leveraging method; leveraging focus; sponsorship fit; brand image transfer; 2018 PyeongChang Winter Games.

DOI: 10.1504/IJSMM.2022.121256

International Journal of Sport Management and Marketing, 2022 Vol.22 No.1/2, pp.47 - 72

Accepted: 09 Sep 2021
Published online: 24 Feb 2022 *

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