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

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