Broad-based and Targeted Sponsorship Strategies in Canadian Women's Ice Hockey

Abstract

This paper reports findings from a qualitative study that analyzed use of traditional and targeted sponsorship approaches by eight companies involved in the 1998-99 Canadian Hockey Association women's corporate support program. The study found the sponsors used methods from direct and relationship marketing to support corporate goals of sales, advertising, community-involvement and brand image and awareness. Several factors are discussed that would improve the sponsorships' effectiveness in the women's market.

Citation

Sparks, R. and Westgate, M. (2002), "Broad-based and Targeted Sponsorship Strategies in Canadian Women's Ice Hockey", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 1, pp. 48-73. https://doi.org/10.1108/IJSMS-04-01-2002-B006