کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
141157 | 162826 | 2011 | 8 صفحه PDF | دانلود رایگان |
The case follows Jordana Hudson, an entrant in the 2007 Kia Amateur Australian Open, as she wins and is subsequently disqualified from the US national qualifying tournament. Kia's core business is that of automobile manufacturing, but when Kia assumes the role of event organizer as part of its sport sponsorship activation strategy, Kia experiences complications that were likely not considered when the activation strategy was being formulated. Jordana's situation exposes the challenges a firm can face in its sponsorship activation, as well as the potential branding and event management issues that arise for the sport property. This case gives students the opportunity to consider the theoretical and practical challenges inherent in event management, co-branding, and sponsorship activation.
Journal: Sport Management Review - Volume 14, Issue 1, February 2011, Pages 25–32