A serving of simplicity: a case study of sponsorship dynamics and conflicts at Wimbledon

Abstract

Introduction (part): In the first section of the chapter the reader will be introduced to the concept of sponsorship. Following on with a problem discussion concerning the area of this study. Finally, the purpose for the research will be stated, leading to the research questions. The sports industry is a multi-billion-dollar business that crosses many complicated and unique issues, epitomised by Maria Sharapova's recent doping scandal and subsequent sponsor abandonment. Evolving over the last century, the industry has become a dynamic powerhouse of massive revenues and increased visibility. According to Kotler, Armstrong, Saunder & Wong (1999), modern companies understand the importance of marketing, in order to maintain customer satisfaction they must be innovative in the management of their marketing mix to attain a competitive advantage. Traditionally, companies relied upon advertising, sales promotion and public relations, until sponsorship emerged as a valuable tool for companies to communicate with intended audiences (Kotler et al, 1999). According to Ukman (2015), the escalating costs of traditional advertising, developments in the economy and a continued fragmentation of the media have all contributed to sponsorship's growth. At the time of writing, sponsorship is the world's fastest growing marketing medium (Ukman, 2015).