In 2004, we began to gather data during the second year of a professional cycling event in an effort to conduct a set of empirical studies on effective methods of sports sponsorship and event marketing. Specifically, from 2004 to 2008, we conducted survey research at the five Tour de Georgia...

Events rely on WOM to attract local community members and faraway fans alike. Via a field study (n=3,760), the authors introduce an event marketing success measure termed Event word-of-mouth (Event WOM), which is impacted by attendee resident status, sponsor and event factors. Based on field...

The purpose of this study is to examine outcomes associated with the sponsorship of a charitable sporting event by an automobile manufacturer. Specifically, it investigates: perceptions of the title sponsor and its products, and how experience with the sponsor's products during the event...