Does Sports Marketing Work?

Topics: Marketing, Business-to-business, Business-to-consumer Pages: 2 (578 words) Published: October 4, 2014
Full bibliographic citation
Scott Horowitz, February 26, 2014, “Does Sports Marketing Work? How is it measured?” Journal of Brand Strategy, Vol 3 No. 1, Pages 41-50.

Author(s)
Scott Horowitz is a sports marketer that has worked in global marketing for sports and entertainment properties around the world. He has worked with some of the biggest sports brands in the world, as well as smaller brands.

Purposes of article
This research paper explores the synergy between sports marketing companies and brands and how companies can measure the effectiveness of sports marketing. It focuses primarily on business to business marketing. “Exploring the business-to-consumer and business-to-business measurement strategies, as well as giving a few pointers on how to bring some of this measurement in-house is the objective.” (Horowitz, 42). How can a sponsor rely on a company through sports marketing?

Methodology
Horowitz uses real world examples in his research to collect data and provide real world examples to support his work. He begins by discussing synergy in sports sponsorships and discusses the synergy between sports teams and credit cards. Horowitz then talks about how a sports team (or rights holder) can provide their clients with the research and information needed to support data. In this instance, he had created a survey for 1500 individuals to determine how they felt about a specific sponsor’s products and services. Horowitz used e-mail to distribute questionnaires about an array of marketing and sales questions that would help him gather the necessary data to form a conclusion. The sponsor in question was a basketball team, and Horowitz used information from a number of sources: from basketball fans to those who nothing of the game. This allowed his data to be un-biased.

Findings & conclusions
In this paper, it is clear to see the importance in rights holders having a keen interest in the marketing partnerships they hold. While this article...
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