TARGET MARKET SELECTION
All around the world, the majority of corporate sponsorship is allocated to sports. Global sports sponsorship has gradually grown over the past decade to approximately $30 billion per year. At the same time, the number of big annual international sporting events has also increased exponentially—from 20 in 1912 to more than 1,000 in 2009, or an average of almost three per day. Companies seek to align themselves with—and create—meaningful sports-related memories for consumers. Because of the positive association of sports with leadership, teamwork, and the pursuit of excellence, marketers are eager to develop relationships with teams, organizers, and individual superstars, such as David Beckham and Roger Federer.
Marketers have employed a wide variety of strategies, ...