The attitudes and beliefs of the sponsors of the Sydney 2000 Olympic games towards managing their sponsorship investments?

Ian Wilkinson, Leanne Carter

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

Considering current literature and a survey of the major sponsors of the Sydney 2000 Olympic Games, this paper examines the attitudes of the Sydney 2000 Olympic Games sponsors and how they influence the management and marketing decisions for sponsorship strategies. The results of a study of sponsors are presented and some comparisons are made with current literature.
The attitudes and beliefs reflected in this study highlight some key issues. The strategic benefits of sponsorship need to be better understood by academics and practitioners. More structured approaches are required in the management and implementation of the sponsorship. In this way, we can develop decision making skills as we have for other marketing decisions such as in the promotional areas. In addition, the way sponsorship is integrated within the
marketing strategy, and the methods of evaluating the costs and benefits need attention, so managers can make better use of their sponsorship investments. In turn, this can improve the commitment by managers, reduce controversy and conflict, and assist in integrating sponsorship into the overall marketing mix.
Original languageEnglish
Title of host publicationAustralian and New Zealand Marketing Academy Conference 2001 proceedings
Subtitle of host publicationBridging Marketing Theory and Practice
EditorsSylvie Chetty, Brett Collins
Place of PublicationAuckland
PublisherAustralian and New Zealand Marketing Academy (ANZMAC)
Pages1-9
Number of pages9
ISBN (Print)0473082063
Publication statusPublished - 2001
EventAustralian and New Zealand Marketing Academy Conference 2001: Bridging Marketing Theory and Practice - Massey University, Auckland, New Zealand
Duration: 1 Dec 20015 Dec 2001

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference 2001
Abbreviated titleANZMAC 2001
CountryNew Zealand
City Auckland
Period1/12/015/12/01

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  • Cite this

    Wilkinson, I., & Carter, L. (2001). The attitudes and beliefs of the sponsors of the Sydney 2000 Olympic games towards managing their sponsorship investments? In S. Chetty, & B. Collins (Eds.), Australian and New Zealand Marketing Academy Conference 2001 proceedings: Bridging Marketing Theory and Practice (pp. 1-9). Auckland: Australian and New Zealand Marketing Academy (ANZMAC).