Title: New media and technology use in corporate sport sponsorship: performing activational leverage from an exchange perspective

Authors: Windy Dees

Addresses: University of Miami, P.O. Box 248065, Coral Gables, FL 33124, USA

Abstract: With rights fees increasing and leverage costs far exceeding initial sponsorship investments, companies need to find alternative ways to reach their target market and communicate effectively and efficiently. Corporate sponsors often implement and utilise new media and technology in order to engage consumers, develop brand awareness, and provide unique content opportunities. The purpose of this article is twofold. First, to provide a review of exchange theory as it relates to activational leverage of corporate sponsorship. Second, the article will highlight three categories of new media and technology corporate sponsors can utilise when conducting activational leverage of their brands: 1) in-venue devices and smartphone applications; 2) social media; 3) stadium technology. The article will focus on how in-venue devices and smartphone applications, social media, and stadium technology can be used from an exchange perspective to actively leverage corporate sponsorships and enhance relationship marketing in sport.

Keywords: relationship marketing; sport communication; sport sponsorship; sponsorship activation; sponsorship effectiveness; new media; social media; internet; world wide web; social networking; networks; mobile phones; cell phones; mobile technologies; new technology; corporate sponsors; activational leverage; exchange perspectives; rights fees; leverage costs; initial investments; sponsorship investments; target markets; consumer engagement; brand awareness; content opportunities; brands; in-venue devices; smartphone applications; stadium technology; USA; United States; sport management; sport marketing; emerging technologies.

DOI: 10.1504/IJSMM.2011.044795

International Journal of Sport Management and Marketing, 2011 Vol.10 No.3/4, pp.272 - 285

Received: 24 Mar 2011
Accepted: 19 Sep 2011

Published online: 09 Jan 2012 *

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