Title: The benefits grid: translating motorsports sponsorship features into sponsor benefits

Authors: Larry DeGaris

Addresses: University of Indianapolis, 1400 E. Hanna Ave., Indianapolis, IN 46227, USA

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.

Keywords: motor sport; sport marketing; sport management; sponsorship benefits; proposals; marketing objectives; NASCAR; return-on-investment; ROI; sponsorship features; motor racing; motorsports.

DOI: 10.1504/IJSMM.2010.033946

International Journal of Sport Management and Marketing, 2010 Vol.8 No.1/2, pp.21 - 29

Published online: 05 Jul 2010 *

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