New media and technology use in corporate sport sponsorship: performing activational leverage from an exchange perspective

Abstract

With rights fees increasing and leverage costs far exceeding initial sponsorship investments, companies need to find alternative ways to reach their target market and communicate effectively and efficiently. Corporate sponsors often implement and utilise new media and technology in order to engage consumers, develop brand awareness, and provide unique content opportunities. The purpose of this article is twofold. First, to provide a review of exchange theory as it relates to activational leverage of corporate sponsorship. Second, the article will highlight three categories of new media and technology corporate sponsors can utilise when conducting activational leverage of their brands: The article will focus on how in-venue devices and smartphone applications, social media, and stadium technology can be used from an exchange perspective to actively leverage corporate sponsorships and enhance relationship marketing in sport.