Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008

Abstract

Action sports are beginning to acquire the status of mainstream sports and are increasingly recognised as a profitable enterprise by both the sports industry and the business industry. The purpose of this study is to analyse motivation of action sports participants. The researchers collected data at the 2005 LG (Lucky Geum Sung) FMX (Freestyle Motocross) World Championships. The results of a MANOVA test and a series of ANOVA tests revealed that in general these action sports participants (n=253) are highly motivated by fun/enjoyment and risk-taking. Motivation of action sports participants varies across gender and level of experience.

Citation

Ko, Y.J., Park, H. and Claussen, C.L. (2008), "Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 2, pp. 38-51. https://doi.org/10.1108/IJSMS-09-02-2008-B006