We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
The Strategic Sponsorship Process in a Non-Profit Sport Organization.
- Authors
Doherty, Alison; Murray, Martha
- Abstract
The article examines how Synchro Canada, that nation's synchronized swimming organization, attempted to attract corporate sponsorships. Government cutbacks in sports funding are cited. The organization's success in developing Olympic medal winners is cited. Its search for sponsors interested in the sport's overwhelmingly female demographic is presented. The organization's assessment of its sponsorship program and its desire to make changes are described. The organization's decision that a few large sponsorship agreements were its desired goal is noted.
- Subjects
CANADA; SYNCHRONIZED swimming; NONPROFIT organizations; SPORTS sponsorship; CORPORATE public relations; SPORTS marketing; OLYMPIC athletes
- Publication
Sport Marketing Quarterly, 2007, Vol 16, Issue 1, p49
- ISSN
1061-6934
- Publication type
Article