Abstract
A recent trend in corporate marketing and promotion is the heavy emphasis on sporting event sponsorship, whether local, national, or international in scope. In 1990, approximately 70 percent of all sponsorship money was spent on sports (Mullin, Hardy & Sutton, 1993). In the same year, 25 of the 39 televised Professional Golf Association (PGA) events were named for sponsors, as were 17 major college football bowls.
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