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

Research output: Contribution to journalArticle

21 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)272-285
Number of pages14
JournalInternational Journal of Sport Management and Marketing
Volume10
Issue number3-4
DOIs
StatePublished - Jan 1 2011

Fingerprint

Leverage
Media use
Sport sponsorship
Technology use
New media
Social media
Corporate sponsorship
Sponsor
Stadium
Brand awareness
Sponsorship
Target markets
Fees
Exchange theory
Costs

Keywords

  • New media
  • Relationship marketing
  • Social media
  • Sponsorship activation
  • Sponsorship effectiveness
  • Sport communication
  • Sport marketing
  • Sport sponsorship

ASJC Scopus subject areas

  • Marketing
  • Management Science and Operations Research
  • Strategy and Management
  • Business and International Management

Cite this

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