| 684 | Friday, March 30, 2001 |
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| 4:00 PM-5:15 PM | |
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| Media Exposure of Sponsors Received During the Women's World Cup |
| The purpose of this study was to assess the effectiveness of sponsorship mentions for three main sponsors during the 1999 Women's World Cup soccer final between the United States and China, which aired on a national television broadcast network. One of the reasons this event was chosen was because so many companies have rapidly begun to use women's sports events to target certain markets. This study is essential therefore, in establishing the reaching effects that sponsorship may have for the sponsoring companies of women's events. Particular attention will be paid to the future of sponsorship at all levels of women's athletics. |
Keyword(s): athletics/sports, olympic related, research
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| Speaker: Jennifer Slattery, Florida State University, Tallahassee, FL |