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Inside BAM Racing: rethinking the sponsorship match-up process in 'America's fastest-growing sport'

Jessica R Braunstein (Associate Professor of Sport Management, Department of Kinesiology, Towson University, 8000 York Road, Towson, MD 21252, USA)
Joshua I. Newman (Assistant Professor of Sport Management, Department of Kinesiology, Towson University)
Adam S. Beissel (Graduate student, University of Baltimore & Towson University joint MBA programme)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2008

Abstract

This paper expands upon existing sports sponsorship 'match-up' research by offering an interview-driven, empirically-grounded, 'thick' description of the decision-making processes of sports organisations in developing athlete-sponsor-team relationships. By focusing on a particular NASCAR (The National Association for Stock Car Auto Racing) organisation (BAM Racing), the study offers an in-depth interpretation of the sometimes 'messy' methods employed by executives in grafting an effective, synergistic match-up. The paper concludes with a discussion on the theoretical and practical implications of these findings.

Keywords

Citation

Braunstein, J.R., Newman, J.I. and Beissel, A.S. (2008), "Inside BAM Racing: rethinking the sponsorship match-up process in 'America's fastest-growing sport'", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 3, pp. 61-75. https://doi.org/10.1108/IJSMS-09-03-2008-B009

Publisher

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Emerald Group Publishing Limited

Copyright © 2008 by Winthrop Publications Limited