The Value of Winning in Motorsports: Sponsorship–linked Marketing

Corporate sponsorship of events, especially sports, has become a commonplace marketing communications tool.

The Value of Winning in Motorsports: Sponsorship-linked Marketing

T. Bettina CornwellStephen W. Pruitt andRobert Van Ness

During the frenzied growth of sponsorship-linked marketing programs over the past two decades, sports have consistently garnered two-thirds of all corporate sponsorship dollars (Smith, 1999). For example, in the United States, the value of sports sponsorships dominates all other areas of sponsorship-linked marketing activities with investments of $4.55 billion in sports as compared to the $675 million, $578 million, and $544 million invested in the marketing of entertainment tours, festivals and fairs, and public causes, respectively (IEG Sponsorship Report, 1998).

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