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

CONSUMER BEHAVIOR KNOWLEDGE FOR EFFECTIVE SPORTS AND EVENT MARKETING, Lynn R. Kahle and Angeline G. Close, eds., Routledge, 2010

37 Pages Posted: 17 Jan 2012

See all articles by R. Zachary Finney

R. Zachary Finney

affiliation not provided to SSRN

Russell Lacey

Xavier University

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Date Written: 2010

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.

Keywords: Sports Marketing, Event Marketing, Sponsorship, Consumer Behavior

JEL Classification: M31

Suggested Citation

Finney, R. Zachary and Lacey, Russell and Scheinbaum, Angeline Close, Event Marketing and Sponsorship: Lessons Learned from the Tour De Georgia Cycling Races (2010). CONSUMER BEHAVIOR KNOWLEDGE FOR EFFECTIVE SPORTS AND EVENT MARKETING, Lynn R. Kahle and Angeline G. Close, eds., Routledge, 2010. Available at SSRN: https://ssrn.com/abstract=1986306

R. Zachary Finney

affiliation not provided to SSRN ( email )

Russell Lacey

Xavier University ( email )

Cincinnati, OH 45207
United States

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

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