This study examined the nature of corporate sponsorship activation in high school athletics. Three key questions guided this research. First, what company types are sponsoring interscholastic athletics? Second, what types of schools do companies sponsor? Third, how are companies activating their sponsorships?
Method
A stratified random sample of 28 schools utilizing corporate sponsorship from a Midwestern state was examination. Schools were stratified by enrollment and geographic location. After dividing the state into seven geographic regions, one school from each of four enrollment classes in each region was selected. Four coders completed training and pilot testing to verify agreement on variable definitions. Coders traveled to each school during a varsity basketball game to assess on-site sponsorships and analyze game programs. Data collected via standardized code-sheets were analyzed via SPSS 16.0 with a .05 significance level.
Analysis/Results
Frequency analysis indicated that firms in the financial services and medical industries purchased the greatest number of sponsorships, accounting for nearly one-third of all sponsorships. However, Coke, Pepsi, and McDonalds were the most observed brands. Local firms outnumbered non-local 2:1.
Chi square analyses revealed the firm's industry segment impacted the type of school that was sponsored, while the firm's scope of competition influenced activation methods. The Professional Services segment was more likely to sponsor larger schools, c2 = 35.4, p = .009. Firms selling Goods or Services were more likely to sponsor rural schools, c2 = 18.69, p = .005, while firms classified as Building/Manufacturing were more likely to sponsor private schools, c2 = 13.75, p = .033. Non-local firms were more likely than local firms to utilize on-site signage, purchase game program covers, and purchase game program advertisements greater than one-half page.
Stationary or scrolling signage on gymnasium walls was the most prevalent way to activate sponsorship. However, differences existed based on the school's geographic location with rural schools more likely to display sponsorships on ceilings/walls, and non-rural schools more likely to utilize press row and atrium areas, c2 = 24.76, p = .001. Rural schools were also more likely to utilize sponsor banners, while non-rural schools were more likely to use signage and promotional items, c2 = 20.27, p = .001.
Conclusions
In light of the current economic conditions, external funding of interscholastic athletics has become critical. This research provides insight into the industry sectors and types of sponsorship activation most prevalent and provides administrators with valuable information for soliciting sponsorship.