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Sponsorship and the Drinks Industry in the 1990s

Sponsorship and the Drinks Industry in the 1990s Sponsorship has been a growth area in the marketing mix through the 1980s with “corporate” aims joining brand‐directed objectives in recent years. The alcoholic drinks industry has now the second biggest sponsorship spend of any sector. The market is subdivided into five areas. Sports sponsorship has traditionally been the largest sector but new legislation is likely to see sponsorship of the media, especially television, increase very rapidly, at the expense of involvement in sports. Many pundits also foresee a rise in resources applied to the arts, education, social and charitable sponsorship. The drinks industry is likely to make greater use of corporate sponsorship to achieve a positive image to help fight off restrictive legislation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000631
Publisher site
See Article on Publisher Site

Abstract

Sponsorship has been a growth area in the marketing mix through the 1980s with “corporate” aims joining brand‐directed objectives in recent years. The alcoholic drinks industry has now the second biggest sponsorship spend of any sector. The market is subdivided into five areas. Sports sponsorship has traditionally been the largest sector but new legislation is likely to see sponsorship of the media, especially television, increase very rapidly, at the expense of involvement in sports. Many pundits also foresee a rise in resources applied to the arts, education, social and charitable sponsorship. The drinks industry is likely to make greater use of corporate sponsorship to achieve a positive image to help fight off restrictive legislation.

Journal

European Journal of MarketingEmerald Publishing

Published: Nov 1, 1991

Keywords: Alcoholic drinks industry; Sponsorship; Leisure industries

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