Selection of leveraging strategies by national Olympic sponsors: a proposed model

Davies, Fiona Margaret and Tsiantas, G. 2008. Selection of leveraging strategies by national Olympic sponsors: a proposed model. International Journal of Sports Marketing & Sponsorship 9 (4) , pp. 271-289.

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Abstract

Selecting the most effective leveraging methods is crucial for national Olympic sponsors, who have limited time to achieve their sponsorship objectives. This paper presents the Optimal Leveraging Activity (OLA) model, which suggests that leveraging activities for high involvement products/services should primarily focus on enhancing brand image, knowledge and involvement, while for low involvement products/services a more sales-oriented approach is favourable. The leveraging activities of four Grand National Sponsors of the Athens Olympic Games illustrate the differences.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HJ Public Finance
Publisher:	International Marketing Reports Publications (IMR)
ISSN:	1464-6668
Related URLs:	Publisher
Last Modified:	19 Mar 2016 23:05
URI:	https://orca.cardiff.ac.uk/id/eprint/37776

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