How is sports marketing different for a professional team sport compared to an amateur team sport in New Zealand?

France, Adrian and Robinson, Scott and Hill, Robin (2009) How is sports marketing different for a professional team sport compared to an amateur team sport in New Zealand? In: Education for a Changing Economy: New Zealand Applied Business Education Conference (NZABE) 2009 Conference Proceedings. New Zealand Applied Business Education, pp. 54-63. ISBN 9780908668732

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Official URL: http://www.nzabe.ac.nz/conferences/2009/EfCE%20Con...

Abstract or Summary

Corporate sponsorship of sports is a large monetary practice and marketing of sports differs from traditional business advertising. To date there appears to be very little information about the differences in sports marketing between amateur and professional sports in the literature. This study investigates sports marketing and the difference between professional and amateur team sports in New Zealand. Sport marketing was studied from the perspective of three professional team sports organizations and three not-for-profit amateur sports organizations. Professional team sports were found to leverage from their high profile players, high profile brand, and the numbers in the audience to attract large monetary sponsors, whereas amateur team sports did not have the same exposure and profile as professional team sports. Amateur team sports leveraged off the numbers playing the game in order to attract sponsors. Amateur organizations were more concerned with getting their teams on the field and through the season. They did not have the resources needed as professional teams in order to attract sponsors. Amateur sports were supported by bottom-up sources of revenue while professional sports appeared to be top-down funded.

Item Type:Book Section
Additional Information:Conference held 28-29 September, 2009, in Rotorua, New Zealand
Keywords that describe the item:not-for-profit, team sports, marketing, funding.
Subjects:H Social Sciences > HB Economic Theory
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:442
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Deposited On:22 Aug 2011 22:59
Last Modified:26 Apr 2016 21:29

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