| The purpose of this study was to investigate the factors effecting corporate sponsorship of women's sports and to develop a profile of companies involved in sponsorship of women's sports. The survey instrument was developed as a modification of the Irwin and Assimakopoulos Sport Sponsorship Evaluation Model. The instrument was designed to evaluate the general components of corporate sponsorship with specific modifications made to derive data relative to the sponsorship of women's sports. The responses reported represented a sample of corporations sponsoring women's sports. Of the 138 Women's Sports Sponsorship Questionnaires mailed to corporations, 74 were returned, of which 56 were completed for a response rate of 54%.;Part I of the questionnaire provided information for the development of a profile of corporations involved in women's sports sponsorship. Parts II, III, and IV addressed specific factors influential in developing and maintaining a women's sports sponsorship. The results of this study indicated that women are being recognized and valued as a new market by many corporations. In addition, women's sport is becoming established as an avenue to reach this potential market. Thus, corporations can expect to reach sport sponsorship objectives and establish a desired image through involvement with women's sports sponsorship. The perception of women's sports sponsorship as a risk is being replaced by recognized return on investment and substantial value attributed to a corporate association with women's sports. |
