TY  - JOUR
AB  - 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.
VL  - 9
IS  - 3
SN  - 1464-6668
DO  - 10.1108/IJSMS-09-03-2008-B009
UR  - https://doi.org/10.1108/IJSMS-09-03-2008-B009
AU  - Braunstein Jessica R
AU  - Newman Joshua I.
AU  - Beissel Adam S.
PY  - 2008
Y1  - 2008/01/01
TI  - Inside BAM Racing: rethinking the sponsorship match-up process in 'America's fastest-growing sport'
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 61
EP  - 75
Y2  - 2024/04/16
ER  -