Emerging Strategies for Sponsorship on the Internet

Authors: Drennan, Judy C.; Cornwell, T. Bettina

Source: Journal of Marketing Management, Volume 20, Numbers 9-10, November 2004 , pp. 1123-1146(24)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

Internet sponsorship is a rapidly evolving communications platform at a fledgling stage for sponsorship-linked marketing. The complex and involving nature of the phenomena offers new research opportunities and the potential for innovative marketing strategies. The Internet presents the opportunity to combine aspects of traditional event/activity sponsorship and media sponsorship innovatively and to extend marketing strategy in new directions. This paper presents an overview of emerging Internet sponsorships strategies, and explores sponsorship extension strategies that relate to media, brand, channel development, consumer experience, and networking. Exploratory case studies confirm and extend the initial strategy discussion. Finally, future directions for researchers and practitioners are suggested.

Keywords: ADVERTISING; CORPORATE SPONSORSHIP; INTRODUCTION; MARKETING; PROMOTION

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/0267257042405231

Publication date: November 1, 2004

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