Corporate Sponsorship in Campus Recreation

Abstract

This paper examines corporate sponsorship as an additional source of funding for college recreational facilities and programs. The purpose of the study was to: (a) examine current sources of funding for campus recreation, (b) estimate the percentage of institutions currently involved with corporate sponsorship in their campus recreation programs, (c) identify the types of businesses sponsoring campus recreation centers as well as what these companies receive in return for their sponsorship, and (d) identify the reasons various institutions give for their lack of involvement with sponsorship. Questionnaires were mailed to campus recreation directors at 140 randomly selected universities representing four regions of the United States. Results indicated that primary sources of funding for campus recreation programs currently include student fees (63.5 percent), private donations (23.5 percent), and state funding (13 percent). The use of corporate sponsorship to supplement funding was indicated by 46 percent of responding institutions. The most common types of businesses currently sponsoring campus recreation programs included athletic equipment/apparel, soft drink, insurance companies and restaurants. Slightly over half of the companies identified in the sponsorships were national chain corporations, while almost 40 percent were local businesses. In regard to what sponsoring companies received in exchange, results of the study indicated that use of company names in recreation center literature was most common. In addition, 20 percent of respondents reported that sponsoring corporations were given advertising space on the recreation center website. The two primary reasons given by campus recreation directors for lack of involvement with sponsorship were: (a) institutional policy prohibiting sponsorship involvement, and (b) uncertainty of how to pursue sponsorships. There are several implications of the study for campus recreation directors. These include the following: 1. Corporate sponsorship represents a significant opportunity for obtaining additional funding for campus recreation. 2. Knowing the types of companies currently involved in campus recreation sponsorship provide a starting place for those recreation directors who are exploring sponsorship as a source of funding. 3. Recreation center directors should closely examine what sponsors are currently receiving, or will receive in exchange, so that the sponsorship is not perceived as purely philanthropic.