Journal
JOURNAL OF SPORT MANAGEMENT
Volume 26, Issue 4, Pages 335-349Publisher
HUMAN KINETICS PUBL INC
DOI: 10.1123/jsm.26.4.335
Keywords
-
Ask authors/readers for more resources
Price setting in the sponsorship of sport, charity, arts and entertainment is usually negotiated, and private, so we know little about what determines price. With a sample of publicly available sponsorship proposals, the relationship between sponsorship characteristics and price set by the property is examined. Media coverage and attendance levels are hypothesized to have a positive impact on property price, as are a host of on-site communications. Overall the most influential variable explaining the property's asking price is media coverage. In contrast, on-site communications are not important in price setting. Interestingly, access to property offerings such as celebrities and venues has a significant positive impact on property price. While the empirical investigation is limited to the relationship between communication characteristics and asking price, the price negotiation process and property-based characteristics that lead to the final price are also discussed.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available