The Kia Amateur Australian Open: lessons for sponsor activation and event management

Fairley, Sheranne and Tyler, B. David (2011) The Kia Amateur Australian Open: lessons for sponsor activation and event management. Sport Management Review, 14 1: 25-32. doi:10.1016/j.smr.2009.09.006


Author Fairley, Sheranne
Tyler, B. David
Title The Kia Amateur Australian Open: lessons for sponsor activation and event management
Journal name Sport Management Review   Check publisher's open access policy
ISSN 1441-3523
1839-2083
Publication date 2011-02
Sub-type Critical review of research, literature review, critical commentary
DOI 10.1016/j.smr.2009.09.006
Open Access Status
Volume 14
Issue 1
Start page 25
End page 32
Total pages 8
Place of publication Oxford, United Kingdom
Publisher Elsevier
Language eng
Abstract 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.
Keyword Sponsorship
Event management
Sport marketing
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Critical review of research, literature review, critical commentary
Collection: UQ Business School Publications
 
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Created: Mon, 16 Jun 2014, 14:35:37 EST by Susan Peeters on behalf of UQ Business School