Authors: Lu-Cheng Huang, Ting-Ting Zhou
Addresses: School of Economics and Management, Beijing University of Technology, Beijing 100022, P.R. China. ' School of Economics and Management, Beijing University of Technology, Beijing 100022, P.R. China
Abstract: Many companies now recognise the strategic role of sponsorship and the great potential for creating value from a longer-term relationship. Therefore, an increasing number of companies seek to enter the Olympic marketing platform through sponsorship. They make significant investments in the staging and operation of the Olympic Games, seeking to maximise their return on their investment and realise their investment goals. In this study, text mining was adopted to discover sponsors| underlying motivation for investment. We collected 1,056 relevant documents through the internet. Based on text mining, we finally extracted and summarised five main reasons for their participation in the Olympics. Finally, we used a case study (Lenovo Group Ltd.) to verify the results we acquired by using text mining, and to help us better understand sponsors| Olympic strategy. The findings will help Olympic organisations effectively cooperate with sponsors to enhance their sponsorship relationships.
Keywords: Olympic Games; sponsorship strategy; Olympic sponsors; sponsor motivation; text mining; Lenovo Group Ltd; investment motivation; sponsorship relationships.
International Journal of Enterprise Network Management, 2008 Vol.2 No.4, pp.353 - 365
Published online: 06 Oct 2008 *Full-text access for editors Access for subscribers Purchase this article Comment on this article