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)
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.
Document Type: Research Article
Publication date: November 1, 2004