A qualitative study investigating the conventional practices and preferences of Olympic Games sponsorship
| Deutscher übersetzter Titel: | Eine qualitative Studie zur Untersuchung der gebräuchlichen Praktiken und Vorlieben beim Sponsoring der Olympischen Spiele |
|---|---|
| Autor: | Séguin, Benoit |
| Erschienen in: | Events im Sport : Marketing, Management, Finanzierung : Beiträge des 3. Deutschen Sportökonomie-Kongresses |
| Veröffentlicht: | Köln: 2004, S. 63-70, Lit. |
| Herausgeber: | Deutsche Sporthochschule Köln / Institut für Sportökonomie und Sportmanagement |
| Format: | Literatur (SPOLIT) |
| Publikationstyp: | Sammelwerksbeitrag |
| Medienart: | Gedruckte Ressource |
| Sprache: | Englisch |
| Schlagworte: | |
| Online Zugang: | |
| Erfassungsnummer: | PU201002002394 |
| Quelle: | BISp |
Abstract
The purpose of this research study was to investigate the conventional practices and preferences of Olympic Games sponsorship using a qualitative research method. The data for this study was collected using in-depth interviews with a variety of acknowledged industry experts in the sponsorship field. These experts represented: all levels of Olympic sponsorship including the International Olympic Committee (IOC), National Olympic Committees (NOCs), and the Organizing Committees of the Olympic Games (OCOGs) of Sydney and Salt-Lake City; corporate managers of TOP and NOC sponsors; influential sport marketing agency leaders and; the marketing directors of major international sport properties. The interview questionnaire consisted of 27 questions, grouped around nine different themes derived from the literature. Aus der Einleitung