An investigation of extreme sports sponsorship in the Irish market

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Broy, Conor
Issue Date
BA (Hons) in Business Studies
Dublin Business School
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The purpose of this study is to gain an insight into the sports sponsorship process, to understand the main objectives, advantages and disadvantages of sponsorship and to see if they apply to extreme sports sponsorship, and finally to see what extreme sports companies think the future of extreme sports in Ireland will be? Data collection To collect the data qualitative research methods were used. In-depth interviews were conducted with three interviewees to develop an understanding of extreme sports sponsorship in the Irish market. Findings The researcher found that much of sponsorship literature applies to extreme sports sponsorship. Extreme sports companies engage in event, team and individual sponsorship. Sponsorship by extreme sports companies in Ireland is nether purely commercial nor purely philanthropic it lies somewhere in between both. The main advantages and disadvantages from sponsorship literature apply to extreme sports sponsorship in Ireland. The extreme sports industry in Ireland is growing due to the opening of free outdoor skate parks around Ireland. Originality/value Sports sponsorship is an increasingly important marketing communications tool, with a vast array of literature. Extreme sports are a new phenomenon with participation growing worldwide. Extreme sports sponsorship literature is small but is a growing area of discussion this study is the first application of extreme sports sponsorship in the Irish market. This study could be used by any company considering entering into an extreme sports sponsorship agreement.