利基体育赞助：提供赞助商想要的目标市场？

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2021-06-01 DOI:10.32731/smq.302.062021.03

G. Greenhalgh, Tiesha R. Martin, Allison Smith

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引用次数: 2

摘要

专业小众体育在很大程度上依赖于通过企业赞助获得的资源，因为它们不太可能通过媒体合同、门票销售或商品销售吸引大量收入，尤其是与主流体育相比。此外，小众体育正在争夺与更成熟的主流体育一样的企业支持。然而，与主流体育相比，小众体育有能力为赞助商提供更具体的球迷群体。如果这种人口结构与公司的目标市场相一致，这种关系的价值可能会大幅增加。然而，目前的研究结果显示，在两支不同小众运动队的67名赞助商中，近60%的人表示，他们的目标市场包括性别、种族、教育和收入等所有类别，尽管研究结果也表明，从人口统计的角度来看，这两支球队吸引了统计上显著不同的球迷群体。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Niche Sport Sponsorship: Providing the Target Market Sponsors Want?

Professional niche sports are tremendously reliant on the resources received via corporate sponsorship as they are unlikely to attract substantial revenue via media contracts, ticket sales, or merchandise sales, especially when compared to mainstream sports. Furthermore, niche sports are vying for the same corporate support as their more established mainstream counterparts. However, niche sports have been found to have the ability to provide sponsors with a more specific demographic of fans compared to mainstream sports. If that demographic aligns with a corporation’s target market, the value of this relationship could increase substantially. Yet, the findings of the current study revealed nearly 60% of the 67 sponsors of two different niche sport teams indicated their target market included all of the categories provided for sex, ethnicity, education, and income, even though results also indicated the two teams were attracting statistically significant different fan bases: from a demographic perspective.

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.