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Corporations brought to you by NASCAR: rhetorical identification through sponsorship

Matthew Gill (Eastern Illinois University, 600 Lincoln Ave, Charleston, IL 61920)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2008

Abstract

This study approaches corporate sponsorship of sport as identification rhetoric to further understand the relationship created between consumers and corporate sponsors. The focus is on the corporate sponsorship of the NASCAR (National Association for Stock Car Auto Racing) Sprint Cup Series, examining how sponsorship messages utilise identification tactics. The study finds that messages rhetorically create identification through common ground and unifying symbol strategies between the sponsor and sponsored activity, and between the sponsor and consumer.

Keywords

Citation

Gill, M. (2008), "Corporations brought to you by NASCAR: rhetorical identification through sponsorship", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 3, pp. 22-34. https://doi.org/10.1108/IJSMS-09-03-2008-B006

Publisher

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Emerald Group Publishing Limited

Copyright © 2008 by Winthrop Publications Limited