Title: National sports organisations and sponsorship: an identification of best practices

Authors: Benoit Seguin, Kenneth Teed, Norman J. O'Reilly

Addresses: School of Human Kinetics, University of Ottawa, 125 University St. (332) Ottawa, Ontario K1N 6N5, Canada. ' Department of Sport Management, George Mason University, 4400 University Drive, Fairfax, VA 22030, USA. ' Faculty of Business, Ryerson University, 350 Victoria St. Toronto, ON, M5B 2K3, Canada

Abstract: The purpose of this investigation was to develop a list of critical best practices that could be used to advantage by other Canadian Amateur Sport Organisations in the future. Specifically, a marketing management audit collected all historical and current marketing abilities and was compared to the sponsorship literature. The audit was complemented by a series of field interviews of key executives. Results are presented in terms of: (a) the sponsor and its objectives; (b) leveraging activities; and (c) sponsorship evaluation. The resulting data revealed a number of very distinct best practices. Recommendations for further research are provided.

Keywords: sport sponsorship; best practice; sport management; research; national sports organisations; Canada; amateur sports; sport marketing; marketing management audit; sponsors.

DOI: 10.1504/IJSMM.2005.007122

International Journal of Sport Management and Marketing, 2005 Vol.1 No.1/2, pp.69 - 92

Published online: 27 May 2005 *

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