Research all the time

Article Abstract:

Sports sponsorhip has become popular because it provides exposure to a wide range of consumers through the endorsements made by famous teams, events and venues. Research must be conducted in the different stages of the sponsorhip program to measure the actual return of the invesment. The use of research as measuring and forecasting tool is discussed.

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A piece of a rock

Article Abstract:

The Toronto Rock, has four championship titles, 17,000 fans per game, national partnerships and international recognition, has put professional lacrosse on marketers' radar in six short years. The team requires those sponsors who contribute their resources to help build the Rock brand and bring the team's identity to their industry.

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The sporting life

Article Abstract:

Sports sponsorship has become hotter than ever with Athens Summer Olympics and Vancouver's win of the 2010 Winter Games. Sports marketing consultant Keith McIntyre, president of Mississauga-based K. Mac & Associates, has coached some of the industry's biggest players to shine in the major league sponsorship arena.

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