ABSTRACT

Since the founding of the National Wheelchair Basketball Association (NWBA) in 1949, wheelchair basketball has expanded to over 200 teams in the U.S. and Canada. Despite the success and growth of wheelchair basketball in the U.S., NWBA programs still face funding challenges. Considering the potential to generate funding through corporate sponsorship, nine semi-structured interviews were conducted with professionals in charge of sponsorship management of NWBA programs to gain insight into the acquisition and relationship management of their sponsorship programs. Findings showed several unique ways NWBA programs attract sponsors, including focusing on sponsors with an existing interest in the disability community, and highlighting the unique assets of NWBA teams such as their compelling stories, the program’s impact, disability expertise, and corporate social engagement opportunities. Communication, evaluation, and cross-marketing opportunities were found to be key in retaining sponsors. Both successful sponsorship acquisition and retention are underlined by relationship marketing efforts to build commitment and trust by establishing an emotional connection and mutually beneficial relationship between the sponsor and the team, as well as having a dense network of relationships between the sport property and sponsor. The results aid current and future programs in successful sponsorship acquisition and retention.

摘要

自 1949 年国家轮椅篮球协会 (NWBA) 成立以来，轮椅篮球已扩展到美国和加拿大的 200 多支球队。尽管轮椅篮球在美国取得了成功并不断发展，但 NWBA 项目仍然面临资金挑战。考虑到通过企业赞助筹集资金的潜力，我们对负责 NWBA 项目赞助管理的专业人士进行了 9 次半结构化访谈，以深入了解其赞助项目的收购和关系管理。调查结果显示了 NWBA 项目吸引赞助商的几种独特方式，包括关注对残疾人社区现有兴趣的赞助商，并强调 NWBA 团队的独特资产，例如引人入胜的故事、项目的影响力、残疾人专业知识、和企业社会参与机会。研究发现，沟通、评估和交叉营销机会是留住赞助商的关键。关系营销努力强调了成功的赞助获取和保留，通过在赞助商和球队之间建立情感联系和互利关系，以及在体育财产和赞助商之间建立密集的关系网络来建立承诺和信任。结果有助于当前和未来的项目成功获得和保留赞助。关系营销努力强调了成功的赞助获取和保留，通过在赞助商和球队之间建立情感联系和互利关系，以及在体育财产和赞助商之间建立密集的关系网络来建立承诺和信任。结果有助于当前和未来的项目成功获得和保留赞助。关系营销努力强调了成功的赞助获取和保留，通过在赞助商和球队之间建立情感联系和互利关系，以及在体育财产和赞助商之间建立密集的关系网络来建立承诺和信任。结果有助于当前和未来的项目成功获得和保留赞助。