Work

Event Marketing and Sponsorship: Lessons Learned from the Tour De Georgia Cycling Races

Year: 2010

Type: preprint

Abstract: In 2004, we began to gather data during the second year of a professional cycling event in an effort to conduct a set of empirical studies on effective methods of sports sponsorship and event marketing. Specifically, from 2004 to 2008, we conducted survey research at the five Tour de Georgia (Tour de Georgia) cycling races. Our research, therefore, begins to move sports sponsorships from unsubstantiated “common wisdom” to empirically supported best practices. Thus far, the five surveys have yielded seven research studies.In this book chapter, we review our findings from the Tour de Georgia data. Our work proceeds in a straightforward manner. First, we provide background on the Tour de Georgia and our efforts to gather data at the races. Second, we include an overview of our results so far. Finally, we conclude with suggestions for future research directions.

Source: SSRN Electronic Journal

Authors: R. Zachary Finney, Russell Lacey, Angeline Close Scheinbaum

Institutions: Xavier University, Clemson University, The University of Texas at Austin

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2344902764

Cites: 3

Cited by: 1

Related to: 10