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CORPORATE SPONSORSHIP AND SECONDARY SCHOOL ATHLETICS
by
Kevin Robert McHenry
A thesb submitted in conformity with the requirements for the degree of Master of Education
Deparbnent of Theo y and Policy Studies Ontario Institut, for Studies in Education of the
Uniwnity of Toronto
@ Copyright by Kevin Robert McHen y 2000
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CORPORATE SPONSO(WHIP AND SECONDARY SCHOOL ATHLETICS MASTER OF EDUCATION, 2000
KEVlN MCHENRY, THEORY AND POUCY STUOIES THE UNlVERSlTY OF TORONTO
ABSTRACT
For Del Oro High School in Loomis, California, raising the money to field its 37 sports teams is a hitorniiss propdücm. Every October, three cows are let ioose on the school's football field for 'cmvdip bingo'. Chances are sdd fw 1-yard squares marked on the field. Basically, Were the cow deposits its droppings, that person wins (author unknown).
As fMancial constraints for public educaüon a c m North America tighten, schools
must look for cmative ways to mise money to support schod athletic programS. The
purpose of this study waa to examine the emerging role of selected companies in the
Grwter Toronto Areg in the sponsordiip of seoondary school extmcwricular athletic
programs. The study consists of five bal amas induding: the corporate interest
level for sponsonihip, Company M v e s for sponsorship, corporate decision-making
with regard to sponsorship, soliciting corporate sponsonhip and the expeded nature
of corporate sponsorship of rrecondary schooi athletic proemrns.
For this study, questionnaires were rnailed to 50 companieg in the Greater Toronto
A m . Thirty of oiese companies wers considemcl to ôe berge in size and 20 were
msidered small in size. The ovcwall responlre rate wes 60%. Companies were
randomly sdected ltwn ôusiness dimctories as well as nWn peraonal business
conta& of the author.
The mview of th0 literaaire section of this study mvealed that corporate involvement
in semndary schaols ir conriderd to be a sign of aie times. Corponte
sponsoonhip in schods b in its eariy stages of development in the Uniteâ States
and in its inlincy in Canada. The litsratura mcognizes the need for corporate
invoîvement but wams that increaseâ commeicialization in rchools could k vefy
dangerous. Many people associateci with ducation believe that the great inquities
that may msult h m commercialization will rend the m n g message to the student
community. Them ckaily is an ethical dilemma involved mai wrporate sponsomhip
in wcondary school athletics. School administraton hice a semus challenge in
Qing to control the balance be-n attracüng much needed corporate investtnent
and over commrcialization in their schools.
The data collectexi reveald that many compenies rnay not k awam that corporate
involvement in schools is p m M whik othen may rot want to become involved in
such an undertaking. Conversely, them did appear to k an intemst on the part of
many wmpanies to provide sponsonhip in school roiletic programs. Secondary
school athletic administrators should expand the markeüng of their athletic program
proposals if they wish to attfact increased involvement from the corpomb -or.
As budgetary constmints tighten, it appan as though corpomte involvement in
schools will continue to kcom mon, prwoknt. With proper mgulation, this
increase involvemnt has the potenbjrl to greatiy knefit secondary school $&dent-
athletes across Ontario.
iii
ACKNOWLEDGMENTS
I o f k my sincem aionkr b Dr. John Davis, who ruppateâ me continuously
throughout the pmœss of complethg thi8 ebrt. I would also like to thank Dr. Jim
Ryrn for his valuable -bock, and assistance. SWal thankr to my good Mend,
Gary Godkin, for his technical hdp with thL project.
I wouM like to ddicate this eort to thm people. Fint, my wik Karan, who
providsd support to my undertaking with guidance and patience. I also thank my
parents, Frudrick and Robina McHenry, for teaching n# the valw of haid work and
perseverance.
TABLE OF CONTENTS
CHAPTER 1: Research Background
1 . 1 Introduction .... .......... ....................................................................................... 1
1.2 The Problem and lts Setüng ........................................................................... 3 1.2.1 1 he Statement of the Problem ..........................................111............... 3 1.2.2 The Subproblem ................................................................................ 3 . . 1.2.3 Definition of Terms .... .......................................................................... 3
.......................................................................... 1.3 The Importance of the Study 4
CHAPTER II: Research Methodology
2.1 The Rationab for the Research Methodology ............................ .. ............ 6
........................................................................................ 2.2 The Research Plan 7 2.2.1 Sample Section ................................................................................ 7
......................................................................... 2.2.2 Questionnaire W i n 7 .................................................................................. 2.2.3 Data Collection 11
2.2.4 Data Retum Rate ............................................................................ ..12 22.5 Data Analysis ........................................................................ 1 2
..................................................................................... 2.2.6 krumptiom 13 2.2.7 Limitations of îhe Study .................................................................. 3
CHAPTER III: Review of Litemture
Introduction .................................................................................................. 14
The Need for Corporate Funding ................................................................. 16
........................................................................................ Ethical Dilemma .. -17
The Lack of Commitment Towrrds Sponromhip .......................................... 21 ................................................................... 3.4.1 School System Conœms 21
3.4.2 Corpoiste Concems ........................................................................... 21
Sponsoonhhip in Ontario Schools ............ ...... ............................................ 24
Cornmercialization and Non-Athletic Activities ............................................ 25 3.6.1 Commercialization of Non-Athletic Acüvities in Canada ................... 26 3.6.2 Commercialization of Non-Athletic Activiües in the United States .... 29
Summry of the Review of the Litenkin, .................................................... 32
CHAPTER IV: Findings and Discussion
f he Resul ts .... ............................................................................................. 34
Corponte General Interest Leml .............. ... ..........m........................... -34
............................................................. Company Motives for Sponsonhip 39
Coiporate DecisionMaking ....................................................................... S2
The Solicitation of Corporate Sponsonhip ............................................... A 1
The Nature of Sponsonhip ......................................................................... 66
CHAPTER V: Summary and Inferences
5.1 Introduction ................................................................................................. 73
5.2 Sumrnary ................................................................................................... -73
CHAPTER VI: Conclusions and Recommendations
Intiodudion ................... ... ................................ ... ................................. Corpotab Genenl Internt Leml ............... ... .. ... 86
............................................................. Company Motives (Or Sponsors hip 87
............................................. ................... corpomte Decision-Making ... 8g
...................... ...................... The Nature of Corponte Sponsonhip ... .BI
...................................................... Recommendations for Furlhar Studies 3 3
vii
LIST OF FIGURES Figure 1
Fiïure 2
Figure 3
Figun, 4
Figure 5
Figute 6
Figure 7
Figure 8
Figure 9
Figute 10
Figum 11
Companies That Have Been Pmnted With a Sponrorship .......................................................................................... Proposal -35
Compsnies That Have Sponsomd a Sacondary School Athktic
Cornpanies That are Likely to Sponsor a Secondary School Athletic Program or Activity .............................................................. 38
Companies M i n g a Set Criteria and Guiddines for Evaluating Sponsorship Proposais ................... .. ............................... .A
Management Levels Having the Flexibility in Changing the Criteria And Guidelines for Sponronhip Propomls ...................................... 55
Participants in the Negotiations Considering Sponsomhip ................................ Proposak ................................................. ........ 57
Management Levds T hat Have Authority to Appmve Sponronhip Proposals to the Final Stage ............................................................ 59
Management Lewis Having the Final ûecision to Approve Sponsorship Proposah .................................................................... 60
By Whom Should Initial Contacts to Companies k Made ............... 62
Initial Management Level Contacts .................................................. 64
Mort Efbctive Way to Make Initial Contact With a Company ......................... Decision-Maker Regarding Sponsomhip ......... .... .65
Figure 12 Sufiident Exposure b Warrant Sponsomhip Under OFSAA By-Law 6, Section 2 (h) .................................................................... 67
LIST OF TABLES
Table 1
Tabk 5
Table 7
Table 8
Table 10
fable 17
Table 18
Tabk 32
Table 33
Table 34
Contact Sequeme For Questionnaire and Responses ................. 12
Means and Standad Deviations For Corponte Social . . Responsib~iity Item ....................................................................... 41
Meanr. Highest and Lowst for Corpomte Social . . Responsibility km ............................................................... .....A4
Means and Standard Deviations for Corpomte Risk Factors ........ 46
Means, Highest and L-st for Corpomte Risk Factors ............... 49
Rank Oder of Risk Factors tor Large Companies ......................... 51
Rank Oder of Rirk Factors for Small Companies ......................... 51
Rank Oder of Sponsorship Benefits (Or Large Companies ........... 69
Rank Order of Sponsomhip Beneîits for Smll Companies ........... 69
Sponrorship Contributions ............................................................ 71
CHAPTER I RESEARCH BACKGROUND
1.1 INTRODUCTION
In Ontario, with its new centralizd ducation hrnding rnodel, there is a great 6 a l of
unœrtainty as to whether or not secoodary school athWc programs wil continue to
exist. Recetnt govemmnt cutbacks to the education budget have forced boards of
education to downsize their inter-school athletic progmm. Many people bar that
the dimination of sports prognms in schoob could be aie wave of the future.
Corporate sponsorship of secondary school athletic progrorno migM be a possible
solution to aie financial crisis that m n y boards of education face. The introduction
of corponte hnding is a new initiative in this province. In recognition of mis1 in
June of 1996 aie Ontario Federadon of School AthWcs Association (OFSAA)
passeâ By-Law 6, Section 2(h), which outlines the requirements and restrictions for
corponte sponsorship on semndary school team uniforms. Essentially, thee are
hm parts to mir By-Law. First, the commercial sporwonhip criteria such os the
stipulation that the product andlor serviœ provided by the sponsor must meet with
the philosophical practices and policier in ducation is mentioneâ. Nedl the By-
Law specifies the commrcial sponsonhip placement guidelines such as aie
msximum sire of the Company logo on the studenbg uniform. Finally, the policy
contains a statement that feilun to abide by the requiremnts in aie By-Law may
msult in disqualification from the provincial high school championrhip (sue page 96
for policy).
Most of the Iiteratuis on wrporate sponsomhip foi secondary schod athletics
c o r n h m the Uniteâ States. While sponsonhip at the wlkgelunivenity IeveI
continues to k a multi-million dollar business in Amsrican schools, high rchool
athletic pmgntns a n subjecteâ to many restrictions, and thembm a n stniggling to
amct major sponsors. Chapter 3 of this study details the trials and tribulations of a
variety of American and Canadian high schools that are trying to secun corpomte
sponson. The ethical dilemm of corpomte invohrement in high schools and a
discussion about the apparent lack of interest by the corponte community towards
sponsonhip of high s c h d athletics is al80 addmswd in chapter 3. The chspter
also provides inhmuüon on the cumnt statu8 of secondary schod athletic
sponsomhip in the province of Ontario. Finrlly, chapter 3 concludes Ath a
discussion about sponsorship of non-athletic acbiviües in semndary schools.
1.2 THE PROBLEM AND ITS SElTlNG
This study examines the emeqing rde of sekteû companbs in the Gmater Tomnto Ama in the sponsomh@ of secondaty schod extni-cumkukw e#Mc pmgmms.
1.2.2 The Sw~robkrns
a What is the general Ievel of interest by companies in sponsoring secondary school athletic program?
a What motivates cornpanies to sponsor secandary school athletic prognm?
What b a Company's d~ is ion making p m s s mai respect to sponsomhip?
a What guidelines do companies suggest aiat schools use when
What is the nature of coipomte sponronhip mth respect to rnomtary contributions, donation of equipment andtor supplies, volunteering of time. etc.?
Extra Curricu lar: inter-school sports pmgnmr
Large Company: A commercial organûation that has more than 100
Questionnaire:
Semndary School:
Small Company:
Sponwnhip:
synonymous with the word 'surveyn
synonymous with 'high school'. Grades 9 to OAC in Ontario
A commercial organization that has lem than 100 ernpioyees (Fonyai, 1998,12)
a donation of money, supplies, or quipmnt to a secondary school in mtum for s o m kind of wmmtcial endomment (see OFSAA By-Law 6, Section 2(h))
Sponsoring Company: For this study a Company will k defined as an organization that sells a product or senrice
1.3 THE IMPORTANCE OF THE STUDY
To date, then has been very little rsmarch done with respect to corporate
sponsorship in wcondary schools. In k t , Dr. Eric Forsyth's American shidy (1998)
b the only such study that the msearcher is awan of at the present tirne. Dr.
Fomyth is ôeginning to meive many inquiries for information and assistanœ from a
variety of American high school teachers and administraton who are in need of
money to mintain their athletic program. In July of 1998, Dr. Fonyth pmvided a
week-long seminar in Minneapolis on how to attract corporate sponsonhip to
schools. The serninrr was wsll atbnded by mny of the athletic program
stakeholders fiom a variety of American high schods. A synopsis of Dr. Fomyth's
study has been published in four pridicals including the previously menüoned
'OFSAA Bulletin, January, 1998'. It io quite apparent that his research ha8 a very
definib market in the United States. Dr. Forsyth's study is r e v i d in Chapter 3.
In Canada, very littk, if any, research has k n completed on corporate
sponsorship in secondary schwl aüiletics. As financial constrainb tighten, schools
will need to look for creative ways to raise mney for school sports. The author of
this study fmly believes that corporate sponsorship is neassary to maintain the
cumnt Iewl of extra cumcular athletic involvement in schoob across the province
of Ontario. This study may be a useful tw l to help schools study the feasibility of
coiporab involvement in aieir athletic program. Although this msearch study is of
a faiily small sale, it does provide information about the viability of corponte
sponsonhip in secondary schwb.
The resetarcher is considering further studies on this topic that would include the
mst of Ontario, and may also evolve inb a Canada-Me study. Dr. Forsyth has
stated that he might k intemsteâ in working in conjuncüon with the writer of this
report to study ail states and provincas in North America. This potential pmject Mll
be further discussed in Chapter 6 of this thesis.
CHAPTER II RESEARCH METHODOLOGY
2.1 THE RATIONALE FOR THE RESEARCH METHODOLOGY
It will k recalled that the purpore of mis atudy har been to examine the efnerging
role of mlected companies in the Grnater Toronto Area in the sponsoonhip of
rrecondary rchool athletic prognms. This chopter describes the research
methodology useâ for the study. The chaptet begins with a description of the
research instruments that wre useâ and the manner in Mich the data were
collecbd. The data mtum rab and a brief analysis of the data are pmsenbâ. Ned,
the research a s s ~ o n s am outlined. Finally, the various limitations of the study
are stated.
2.2 THE RESEARCH PLAN
The data that wbm neeùd for this selecbive study cam nom 20 small and 30 large
cornpanier in the Grnater Toronto h a . The companim wre selected h m thme
roums that includd hno business diredories. Companies wsn nndomly chosen
from the York Region Business Alliance 1998, and Scott's Business Dimctoiy 1998.
Alsol information cornpileci from personal business contacts of the author of this
study was incorporated into the study.
Compsniem wre selected from the business directories on a nndom basis. Each
dimctory provideâ information about: cornpany mm, address, tekphone numôer,
cradit robing, number of employees, numkr of yeam in businesss, estimated yearly
sales, and the n o m of the omrerlmanager of the business.
A cover letter and questionnaire were maiW to the attention of the owner or
manager of each business listed in the dindory. Each individual was instfucted to
fofward the questionnaira to the employee responsibk for seondary school athkbic
sponsonhip proporols within the company (see page 98).
Data wen collecteâ using a modified Fomyth questionnaire (see page 100).
Pemission to use andlor modiw this questionnaire was obtaind from Dr. Eric
Fomyth on August Soi, An athletic sponrorship decision-mrker in each of
8
a n smll and ten large companies piloted the Fonyai suwey in March of 1995.
The questionnaire was evaluated for its clarity and reliability at this time and was
proven to k an effective bol for wllecting the required data for this study (Forsyth
1998). lt is for this mason that the Gmter Toronto h a shidy was not piloted in
Ontario.
The Forsyth questionnaire was modified to meet the needs of the GTA study. Dr.
Forsyth's questionnaire was dividd inb six sections. The purpose of the Cnt
section was to collect demognphic information about the respondents. Section 2
was entitîd 'Identification of Need Stagen. This section dealt mainly with
information prteining to corporate social mspontibility. Section 3, 'Establishing
Objectives and Specifications Stagen, focussed on how decision-makers within a
company speciQ aie criteria the secondary school athletic proposal must meet in
orûer Rr the proposal to k advanmd to the next stage in the appmval piou~ss.
The 'ldenafying Buying Aitematives Stagen was section 4 of the Forsyth study. The
purpose of this section was to identify the decisionnuking management Ievel and
criteria useû by companies Men they conrider more than one athletic sponsomhip
proposal. It also asked respondents to rank the company h k items when
evaluating a proposal h m recondary schools. Section 5, the 'Evaluating
Alternative Buying Action Stagea determines who in the company ha8 authority to
approva pmposals to theit final stage. Finally, section 6 of the Fonyth sudy,
entiüed 'Selecting the Supplier Stagen determines which company decision-maker
har the final authoiity to approve secondary school athletic proposaIr.
9
The Fors@ questionnaire ums rodified b meet the n d s of the GTA study.
Quantitative and qualitative data wre obtaind from this 4 page, 17 item
questionnaire. A varkty of questioning techniques wre used on the survey
including nnking, listing, multiple choice, and five-point Likert-type saler. 1 he
questionnaire was organized into 5 sections in accordance wi# the 5 subproblem
statemenb.
Similar to the fimt section of the Forsyth study, section 1 of the GTA study was
entitld 'Genenl Interest Level Questionsn. It requested informetion about the past
history of secondary school athletic sponsorship involvement for the company.
Section 1 explored the likdihood that the company would a g m to sponsor a
pwmm*
Section 2, entitkd 'Company Motive Questionsn foltowed section 2 of the Forsyth
study as it requested information on corporate social msponsibility with respect to
wcondary schod sponsonhip. It dimred from the Foisyth study as mis section
al= requested company decisionmaken to nnk risk item associated with
sponsomhip. The author of the GTA study (bit that this question relateâ better to
the Company Motive section of the questionnaire.
The third section was calleâ 'Decision-Making Questions'. This section
encompassed mort parb of W o n s 3 to 6 of the Forsyth questionnaire. It mainly
prtained to the progression of approvel Ievek for a sponsonhip proposal. Section
3 identifisd what management level had the msponsibility of approving sponsonhip
10
proposals from the initial to final stages. The author of the GTA study decideâ to
include al1 stages of the approval process in one section for aie purpose of
consisbncy .
Two~thirds of secüon 4 of the GTA questionnain nrere not modifmd the Fonyth
study. This section, entitied 'Soliciting Sponsorship Questionsa. rquested
information about how a school should attempt to acquire sponsomhip for ib athletic
prognm. The question taken from the Forsyth study used in this section
requested the respondent to identify the management level to which the initial
contact should be made. The non-forsyth parts of this section requesteû potential
sponsors to identify by whom they wwM prebr to be contacted by (e.g., the school,
the school board, the parents' wuncil, etc.) and how they would like to k contoctecl
(0.0 ., by formal letter, by ernail, by telephone, etc.).
The author of this study also developed aie final section of the GTA questionnaire.
Section 5, entitleâ the 'Nature of Sponsorship Questionsa, askd respondrnîs to
nspod to questions pertaining to what kind of ôenefits they mquired in mtum k r a
sponsomhip cornmitment.
Most of the data that wsre cdlecbâ in the study m m quantitative in natum. These
data wwn analyzed using a tpmadrheet prognm and the findings a n diacussed in
Chapter 4. Qualitatiw data to complement the qualitative fi ndings were obtaineâ
through anedotal commnts made by the mspondents on the questionnaire itself.
Accoidingly, these c~mments am also discusmû in Chapbr 4.
c In February of 1999, an initial telephone cal1 was made to each of the selected
companies to confim the name of the appropriate person to which the
questionnaire and cover letter should k sent. The rec~rcher attempteâ to make
personal contact with the intended receiver of the questionnaire to explain the intent
of îhe research and to answr any questions that may be p o d . It was e x p d d
that the mtum rate for cornpleu questionnaires wuld k fairly high kcause of
this initial telephone contact. The maiver of the cover IeMr and questionnaire war
infommd it could k retumed either by facsimile or by utilizing the self-addnssed
envelope that accompanied each mailing.
The company and ib contact pemn mre guaranteed anonymity with regard to the
information that had ôeen providd. As is ststed in the cover ktter, the contact
pnon's name or company is not on the questionnain. It includd an identification
numôer for mailing purposes only w the company cwld be checkeâ off of the
mailing list as a respondent whan the questionnaire was mtumeâ.
Four umks Iater, in earîy March, a fol lo~~up telephone cal1 was made to
questionnaire non-respondents. A wbsequent four weeks later, in early April, a
followup fscrimik was sent to remind non-mspondents of the ovedue survey. An
additional copy of the cover letter and questionnaire was faxeâ to the atîention of
each non-responding company contact pemn. Contacts m m asked to fax the
completeâ questionnaire to the author of this study et his hom.
Table 1 displays a sumrnaty of the reseanh muence:
TABLE 1
I Co- Sqwnt. for Q ~ ~ ~ t i o n ~ i n , and Il*rponsee I February 54,1999 1 Cover ktter and questionnaire mailed
March 47,1999
1 questionnaire faxed to non-respondents 1
Follow-up telephone cal1 to non- 1 Apfll4-9,1999
& ,
Retumd questionnaires wsre checkad for completeness and were recorded as
k ing meived. Of the 50 questionnaires that wem sent out, 2 small company
mailings were retumed becaum of an incornnt mailing address. Rom the 48
respondents Additional copy of cover Ietter and
nmaining companies, a total of 32 surveys wre returned. Questionnaires from 1
large company and 1 small company were not completeâ conectly. Therefore, 30
mponses, 16 nom large cornpanies and 14 small companies wsm uaable. The
response rab for large campanies was 16 out of 30 (53.3%) and the response rate
for smll companies was 14 out of 20 (70%). Overall, the msponse rate for the
study was 30 out of 50 (60%).
Retumed questionnaims were checked for completeness and the data wre
recodeâ on a spmadsheet. Ming Micmoft E#wl, quantitative data wre analyzed
including the m a n and standard deviation fbr each relevant suwey question.
Qualitative data h m aie anedotal commnts made on the questionnaires by
13
compeny contact -pie were recordsd as mll. As there wsn very b w qualitative
cornments made, no qualitative analysis program was used for the study.
Qualitative comments that m m recordd a n discussed in Chapter 4.
The fint assumption underlying mis study was that aie ncucerch questionnaire was
a valid and reliable inniment for measuring the willingness and motivational
k t o m foi wrporate sponsorship. Seandly, it was assumed that the questionnaire
was completed by an appropriate decision-rnaker wiüi regard to seondary school
aîhletic sponsoonhhip W i n the company. Finally, it was assumed that the company
rspremntatives answred the questionnaire in an honest and forthright manne?.
c It was da'ded that the study w l d k Iimited to selected smll and large
companies that are Iocated in the Grnater Toronto Area. Aceordingly, there nner
limited generalization of research resuL as the size of the sample is only 50
companies.
The study is Ihited to an investigation of the attitudes and selected khavioun of
Company decisionnieken with regards to sponsonhip of secondary school aaiWc
program and activities. Furthemiore, company representatiws am busy and may
not have fwnd it convenknt to mtum the questionnaire.
CHAPTER III REVIEW OF LITERATURE
INTRODUCTION
Valuable information on this topic wsi, defived through Iwo personal contacts.
When Colin Hood. the Executîve Direc!or of the Ontario Federation of School
Aailetics Association, was questioned about the cuvent situation Mai respect to
corporate involvement in Ontario schools, he outlin4 OFSAA's new unifonn
sponsonhip policy and also providd a newspaper article recently publisheâ in the
Hamilton Spectator that details the growiong conam about the dangers of corporate
sponromhip in schook. The article, 'Hemts and S o W (author unknown), explains
how large athletic shoe mpanies in Canada am rcrambling to get involveâ in
secondary school sponsomhip. The article compares the sponsonhip situation in
the Uniteû States to that of Canada and suggests that it is dangerous L r Canadian
schools to follow the American sponsonhip moâei. Accoiding to the author of the
article, them am gmat inequities be-n rich and poor schoob with respect to
sponsonhip benefits. The article concludes by discuuing the cumnt mcondary
school sponsomhip involvement by the large athletic shoe coinpanier. Nike and
Adidas sponsor 5 and 4 Ontario semndary rchools mspectively. Reebok sponsors
1s
several secondary school piograms. The article's final paragraph sumrnarizes the
ovenll tone of the story, r h e hast that is greeâ is merely sleeping. You h o p the
watchdogs atmY (author, date. and page number unknown).
Mi. Hood also providd a three-page copy of a synopsis of an American study of
high school sponsomhip (Fomyth, 1995) that was published in the OFSAA Bulletin
for January of 1998. This piece of litemture was definitely the mort ureful and
intriguing m o u m that was located. T k author of the article, Dr. Eric Fomyth, was
wntacted at his home in Minnesota. Dr. Fomyth has reccrntly oomplebd a major
study on corporatr, athletic spon~lship in United States high schoob. He wnt
questionnain#r to 700 companies in the SouthwsWVestem United States and
c~c~ived a 23% response rate. Using the data from the 140 respondents, Dr.
Fonyth wrote his doctoral thesis entitfed 'Sponsoring High School Athletic
Program: The E f k b of Organizational Characteristics, Buying Center
Characteristics, and Organizationsl Sense of Social Responsibility'. He indicated
that he might be intetmsted in working together to bring the study to Canada.
Obviously, mis is a very exciting potential opportunity.
The mviw of litenaire on corporste sponsomhip of secondary school athktic
progmms crin k ruôâMdad into five main issues:
1) The neeâ br corponte hinding (W aalktic progmms becauw of increased financial constraints in the schools
2) The ethical dilemma of subjecting students to excessive exposure to - the corpomte world.
3) The lack of a substantial cornmitment by companies to sponsor program.
4) The current athletic sponsomhip situation in Ontario schools.
5) Tho commerciplization of non-athletic activities in North Amrican
3.2 THE NEED FOR CORPORATE FUNDING
F inancial constraints for athletic (and other) program am a major concern in many
American and Canadian wcondary whools. Every year, it m m s as though
ducation budgets aie k i ng cut back. In Ontario, millions of dollars have b8en
taken out of !he ducational budget over the past five yeam. Of course, wiîh fewr
hinds available, boards of ducation have had to look within the system fw areas
hwn which to cut mony. Unfortunably, schod athleüc programs am oRen hard hit.
As a result, limited funds have forced many schools in Ontario to charge vanity
athletes user fees.
People as80ciated with high school athletics in North Ambrica have kgun to realize
that creative solutions must be developed to keep programs afloat Corpomte
sponsomhip is one viable solution. According to the president of Front Row Sports,
John Denson,
Seeking sponsors is the wave of the Mure. because ifs a necessity. With schools aitting down on expenditum, -y have to find new sources of revenues if they are going to survive. High school spomnhip is not m u tenitory acmu the country. Ifs done wiai g m t succeas in Indiana. (Denson, J., in Ruden, 1991, CN 6)
17
Many schools in the United States have been adively courting potential sponsors
through an agrncy named DD Marketing. DD Marketing is an organization that is
based in Colorado Springs, Colorado that specializes in hlping schaols find
corporate sponsors. In the p s t thme yeanr, DO Marketing has been hireâ by 60
school distncb to help them generate corporate funding. Dan ûeRose is the
president of DO Marketing who has helped schod boards negotiab sponsorship
agreements with companies such as Coca Cola and AT & T (Schwartz, 1998,6).
Companies have begun to realize that schook neeû their suppoR A Nike
repmsentative in New Yoik recently n o m that 'as high school sports change, more
schools a n becoming depndent on uss (Smith, 1997,47). Bruce Duibin,
President of Sports and Highrchool AdMties in Partnership with Enteprise, states
'privatesector involvement is essential to help ensure mat interscholastic sports
and activity program flourish and nmain available to every young prson wanting
to participakm (Walsh, 1 QgO,82).
S o m people see the comnmcialization of high school sporb as a problem. As is
statsd in the introduction section of this chapter, them am definite concems with
respect to inequities betwwn sacial classes of students and sponsonhip
opporhinities. Sponsoring companies obviourly strive for the best possible
exporum fbr theif pprodct or wMœ. Much of the tirne this exposun MI cane in
18
the km of sponsonhip of a school in an affluent area. Similarly, companies will
often seek 10 sponsor high profile teams. A pennnial chempionship team will have
a decidd advantage to corporate sgonsorship over other teams within the rame
league. Kemaghan (1998) discusses the potential problem in equity that m y
surlace as corporate sponsonhip becomes mon pmabnt in Ontario. High profile
prognms will knefit as sponsors 'bid' for the exposun, whik lowsr profile teams
will continue to be kstmted in trying to attmct sponsors. Many peopk auociateâ
with athletics in Ontario believe that the great inequities that may result h m
cwporate funding will send the m n g message to the student community.
According to s o m school administraton, the increased comrnercialization of high
school sports in the United States has had a negative eMct on the school itself.
The principal of Cnn*aw High School in Los Angeles nrcentîy questioned the
ethics of having Nike sponsor his high schod'r basketball team, '...the billboards
were, nonetheîess, 50 lbet of negative advertking about what could only k
construed as a winning-is-ai~nly-thingsf-value attituden (Noble, 1997, 84).
The commercialization of schools outside of athletics is alro worrisome to many
people. The Ontario Sewndary School Teachen' Federation (OSSTF) distributeû
a pamphlet in late 1895 entitkd 'What Business Does Big Business Have in Our
SchooM'. The article stateâ that the undemnding of education has provided an
opportunity for business to fiII a financial void in the systm. It conœcied that
commmal involvement would help Rnancially strapped schods and school boards
by helping to provide leaming materials and stBbof-the-art equipmert As -Il,
19
this involwment would help acquaint students with the woild of business. However,
the murring theme of the pamphlet advocatbd against commercial involvement.
Opponents of commrciol involwmnt feel that the school will implicitly endorse the
products that am advertiseâ in rchods and thembre students would be enticed to
buy them. Alw, allowing monopolies for produc& is not appropriab when thers is a
captive consumer audience. Furtheimore, commercialization will allow politicians to
underhind the system. As well, opponents of cornmerdalization bdieve thot this
involvement in schoob discriminates against students in poorer amas as
corporations usually m k affluent customers. (OSSTF, 1095,2)
OSSTF ir not the only orgonization spaking out against corporate involvement in
schools. Tamsra Schwartz (in Scrlkowski, 1997,3), a program coordinator for the
Center for Commercial-Fme-Educstion states,
A lot of people really question the idea of forcing students to wtch Mvettisements on school tirne. Research on this subject shows that students subjected to ads in school have dimculty difbmntiating htwen adwrtising and othei information. And, when a product is adverliseci in school, they tend to see thet product as carrying the school'r endomment. Mwrtising isn't a solution kr schools facing budget shortfalis in the miilions of dollars. Ewn districts that have the m s t aggmssive program to mise revenues thrwgh advert- ising amn't mally mking mwh of a difbrenœ in the budget.
Another emme exarnpk of how contmwnial commercial involvement can becorne
in schools occurreâ m n t l y a Gmnbrier High School in Evans, Georgie.
Gmnbrier had been running a contest sponsorad by Coca-Cola to mise rnoney b r
the school. A senior student wrr suspmdd from school because he wore a Rpsi-
Cola T-shirt on a dey Men s c h d omcials m m Qing to iimpmss Coca-cola
executives (Walsh, 1996.2).
Convemly, them are many people who are confident that proper regulation
procedums a n in place for corporate sponsomhip. School Superintendent Edward
Kelly bels that adquate rustrictions are in place, 'It is unfortunate that schools do
find themlves with the neeâ to mise mney, but something ha8 to be done .....
w've isgulatd this in a niay so it can never overwhelm the ducation mission of
our schools' (Parks, 1997, PWE 1).
Likewise, Dan ~ R o w , the pnrident of DO Marketing is in the business of helping
schwk Cnd corporate sponsors. Mr. DeRose hlls that students a n not given
enough cmâit when it cornes tim to decide what is k s t for them. IkRose said, 'Ir
then any proôlem with exposing kids to adveWsing? It initates me when people
don't give kids crsdit It's efbctive, but itls not meking robots out of kidsn (DeRose,
in Schwartz, 1998,6).
Supporten of commrcial kivolvement in schods often mention that such
involvement teaches atudents about the entnpmneurial spirit. An example of this
has reœntly occuned in Colorado Springs, Colorado. Burger ffing sponsoreâ 'spirit
busesm at five schwls in the distict The buses wbn paintd with the mascot of
each school, along with a unrll logo for Burger King. The districts intemal
advertising manager, Tracy Cooper (in Sandham, 1997,2), states,
The adverthmnts developeû by its coipomte sponsors a n tastefully done and m m b l e public service announcemnts. In a perlect worîd ws wouldn't have to do this. But I think the program helped with how the community perceived us becauw il showad ws were willing to be entmpmneurial and weren't just taking the ûaxpayers' money.
3.4 THE LACK OF COMMITMENT TOWARDS SPONSORSHIP
c Them is a clear sense of frustration in mny of the arücles regarding schods
gaining permission for corporatb funding airough their boards of ducation.
Occasionally, a school will be sucœssful in lining-up a wrporate sponsor to help its
troublecl aaiWc program and will be distraught to Cnd out that the wmpany is not
'suitabk' for the school according to the board of education. Many athletic
direcfom fbel that schoolr should 'toke what they can get" to help their prognm.
Othen h l that the board should regulate corponte involvement, but, not to the
degm mat it jeopardizes a 'masonablem sponsomhip opportunity. Sam Jones, the
Athletic Director of the District of Columbia Public Schools lntehigh League,
m n t l y voiœd hi8 frustration by etlaôorating on how his board of ducation would
not approw of a tentative agrwment for spnsonhip with a soR drink Company
bucause it was concemecl about the product's nutritional value (Greenberger, 1990,
In Ontario, then a n only a Ibw companks that am involved in the sponsorship of
seconday rchool athktic program but in the Unitwl States sponsomhip is
22
becornhg more prevaknt as schods becorne rnom aggressive in their search for
sponsors. Many of the big name athletic apparel companies are now bewming
heavily involved in the sponsorship of high profile school team. As Smith (1907)
states, 'Forget about 'cetholic schoola or 'public school* team; the new identifier is
whether team are 'Nike schooY or 'Adidas schook". Sponsomhip competitionir
ôecoming quite intense in some amas as in St. Patrick's High School in New
Jersey. In 1997, St. Patrick's switched b m Adidas to Nike and scored an
additional 520.000 in sponsorship money.
In a non-aailetic example, in 1997, the school board in Denver Colorado i n b M
the corporate community that they wem going to allow 12 companies the exdusive
rights to advertise in their schools. The prognm calld for each of these companies
to pay S100,OOO for this right The district has sucœeâd beyond expectations.
Thirteen sponsors have contibuted $7.4 million, including $1 .S million from Pepsi
Cola. Pepsi was na- exclusive beverage vendor for schook, offices and
stadiums. This deal is expected to last k r five yean and will geneate at kast 55.4
million for the schod district (Schwartz, 1998, 5).
There a n many individuah who believe that corporate sponsorship will grow by
leaps and bounds ovbr the next few yean. Don Baird. the president of School
Proprties USA, notes the 11 million high school students who snnually spnd more
than $2,300 each on athietîcs and dedam. ' To say thb is an untappâ market is
putüng it mi#lÿ (Wakh, 1990,82).
23
Atross Canada, them am a variety of corporations vying to enter the secondary
school market. Companies are scrambling to try to develop mis relatively new
customer base. Many executives cwn, a lucrative potential for their Company
through involvemnt in the ducational community. Cheryl Fryer, a Toronto
advertking executive states, ' Then, are al1 kinds of new adverüsing opportunities in
schoob - ifs a totolly untapped miket" (Salkowski, 1997,l).
T h corporatb cornpetition for sponsomhip found in New Jemy is more of the
exception than th nom. Most schooh Cnd it incredibly diîficult to obtein
sponsorship. Because there seem to be a geneml la& of interest by companies to
sponsor schooh, it is apparent that rnost businesses do not consider secondary
school sponsorship to k a woiaiwhile endeavour. As Fomyth (1995,ll) noteâ,
"The mview of mlateâ Iiterstun, regarding a company's decision-mking process
towarâ high school athletic pioposals revealed a Iack of attention to mis aspecf.
The la& of atbnüon by companies may, in part, be due to the fact that corporate
involvement in schools is a very new phenomnon. The questionnaire data that
wen collecteâ revealeâ that a large nurnber of businesses are not awam of the
opportunity that schods provide for coiponte publicity. This hct rnay prove to tm
very true in Ontario as secondary school athletic sponsomhip has only been
a l l d since 1996.
SPONSORSHIP IN ONTARIO SCHOOLS
O F W By-Law 6, M o n 2 (h) was paswd by Ontario's goveming body for
sacondary school athletics in June of 1996 (see page 96). This By-Law governs
athletes who qwlify for the provincial championship in a sport. Although most
amletic assocrdions have adopted the By-Law for their omi district, OFSAA cannot
force an association to abide by these niles in regional league play. To clerify this
point, a student-athlete may k entitld to Mar a -Ive inch corporate logo on the
back of hidher uniforni a a regional championship but will not be pennitteâ to Wear
this at the provincial championship. By-Law 6 states that corporate advertising must
k on the student-aailetes sleeve and must be less than 10 cm in Iength.
OFSAA has providd no philosophical statemnts to district athletic associations
with respect to corporate sponsomhip outside of By-Law 6. Schools and school
boards have considerable Ieeway in this regard. For example, McDonald's Canada
has ncently hdped Mndale Secondary School in Mississauga to pay for a new
score clock for its football M d . In retum, McDonald's is adveitised on the back of
the dock that bacùs on to a very busy road.
At p m n t (September 1 WB), OFSAA repmsentatives am negotiating new
sponronhip deals with a varie& of companies. OF SAA would Iike to have a major
sponsor attacheâ to aie provincial championship br each sport. For example,
Beatnc6 Foods is currently the major sponsor for OFSAA girls' ice hockey and Nike
b the major sponsor for OFSAA track and fieid. In an interview, David Pineau,
Administrative Assistant at OFSAA, said that OFSAA is cumntly negotiating with
25
Nike, Midas, and Wendy's restaurants. In retum for k i ng a major sponsor for a
provincial championship, cornpanier are promised signage at al1 gams, coverage
in the monthly OFSAA Bulletin, access to school mailing lists, placement of
wmpany logos on championship apparel, and a promise of support by Ontario's
gowrning body for secondary school athletics.
One exampk of OFSAA support is the deal that hm recently been signeci with
Spalding Canada to pro- Spalding's basketball. OFSAA will mcommend that rll
schoolr in the province use this ball. In tetum, Spalding Mil donate one dollar h#n
every bal1 sold back to OFSAA. Cteative agreements such as this may be the nnve
of the hrture in scondary school sports.
Mt. Pineau mntioned that the intemst Ievd for wcondary school sponsomhip
appeam to have grouun over the past three yeam. Companies are beginning to
realize that this type of sponsonhip is now permitteci and io definitely viable.
Partnenhips belmen corporations and student-athletes benefit both parties.
3.6 COMMERClALKATlON AND NON-ATHLETIC ACTWITIES
Financial constraints are not limiteâ exclusively to secondary school athletic
progmms. Schools and s c h d boards acroas North America are constantly looking
loi ways to financially augment mir program. The rok of co~oraüons within
schd cotnmunities continues to giow leaps and bounds as îhe yean pars.
Creatiw fundnising schems seem b ôe entwragd et al1 ducational levels.
Corporsts involvement in Canadien rchds has tabn many diflbnnt fom.
Schoolo in the Peel District Schd Board began to a l lw coiporate scmn saven
for their schod computen in 1907. The scmn mven show a mix of motivational
messages such as 'Say no to dnigs" and sales pitches for Company products.
Pepsi-Cola, Coca-Cola, Burger King and McDonalds a n examples of companies
that adverüse thmugh the screen saver program.
According to the Peel Board, their opeating budget had been cut 20 percent ove?
the part hno years. Pmgram had to k discontinued as a result of these cutbacks.
If the scmn savers appear on each of the districts 10,000 cornputen, the board
cou# raise in the neighbourhood of $500,000. John Robinson, the pieddent of
ScmnAd Digital Billboards realized the business opportunity and approacheâ Peel
Board rnembero with his proposal. Robinson (in Salkoniski, 1997,2) states,
I'd seen on the neum that schoofs in general were mally having a tough timo for funding. I saw a gmat opportunity for a product that could help school boards by bking advantage of somthing îhey already have - newrks of computen.
Mt. Robinson stnick a deal for screensaver ads with the Calgary Public School
Board in October of 1998. The boaid will generate $300,000 if the program b
expanded to al1 1 1,000 computers in the district.
Pamnts have genenlly accepteâ the samensaver program. A panel of pannts
reviews al1 messages, teachem and administraton kfore students are subjected to
27
the advertimmnt As Mt. Robinson (aie father of two students who atîend Peel
schools) mention (in SalkoW, 1997, 3) 'As a parent, I would rathet have my
childnn exposed to some ads at school if it mans the school will have enough
money for quality ducation. It comes d m to o reality check.'
In the fall of 1908, Kellogg's intioduced a new program to school across Canada.
As part of its 'Tops' program, schools would k rewarded with free lntemet a a s s
and computer hardware for wllecting UPS symbols from Kellogg's products. The
top 15 schools ac rm Canada reœived the free compubr equipment (author
unknown).
RecenUy, a populsr way for boards of education to mise money has been through
school bus advertking. The York Region District School Board allows companies to
advertise on their school buses. Other boards, such as the Ottawa-Carleton District
School Board are considering bus adverüsing as a fundraising alternative. The net
value of the program for adveftisemnts on the district's 400 buses would k
$100,000 in b first year, and up to S700,ûûû by the thirâ year (author unknom).
Schook in many Canadien provinces have recentîy been introduced to a somewhat
enticing fundmising pmgnm offered by an organization calleâ the Youth News
Network (YNN). The Montmal-baW Athena Educational Partnen has agreed to
equip schools with a television and VCR in each clammm as well as one computer
kb and a sateIlita dish for each school in the YNN program. In mtum, teachen
must show a 10 minuk cumnt events newscast and 2.5 minutes of commercials.
28
The Peel District School Board m n U y macheû a deal with aie Athena Educational
P a m m to pilot the YNN at Meadowale Secondary School in Mississauga. Laurie
Powell, the principal of Meadounrsle insists that the school, including the parents'
council, it M y behind the program. Many organizations such as teachem' unions,
church groups and media literacy organizations have spoken out against the
program. At a conbnnco in Toronto on August 1Q,1999, tsachers voted
unanimously to oppose the introduction of the Youth News Network in public
S C ~ W ~ S (Rus~ow~, 1 909, AB)
In Febiuary 1999, YNN startecl a marketing campaign aimd at 2,300 Canadian
secondary schools. Groups ruch as the Canadian Association of Media Education
Organization (CAMEO) klieve that funding cuts b education have made schools a
lucrative target fOr YNN. John Pungente, CAMEO pmsident, believes that YNN is
not appropriate for schools. He states (in Ottawa Citizen, Feb. 12, 1999), 'Childnn
are k ing forceâ to watch advertising in the classroom, five days a waek and the
adverüsing is buried in a supposeâ n e w program. And we don't know who is
creating this or what their dant is.'
The increawû corporate involvement in Canadirn rchools, cumcula, and other
amas of îhe ducation system ha8 taken other fonw as welL Corporations and
schools have farmed partnenhips with the corpontion oflbring financial assistance
to schods. Bayview Secondary Schad in Richmond Hill Ontario cumntîy is in
partnenhip with Consumm Gas. The cornpany otlbn cash k r fundnising
initiatives and Ml al= supply al1 the necessary equipmmt when barbecues are a
part of aie fundraising activity. Consumm Gas ofbrrr scholarship money to
Bayview students as wll. Employees of the company often voluntemr Meir time to
the school. For emmpk, in March of 1999, Consumers Gar provided eight
employees as Mges of a provincial crcnondary s c h d business student cornpetition
held in Toronto.
Another fom of incrsared commrcialization occun M e n companies send
matewials to teachen for classroom use. Also, boards of education offer exclusive
conûadr br food andlor beverages to be wld in their schods. Occasionally, fast
food vendors take over schod cafeterias. And, of course, corpontions sponsor
s c h d barn, clubs or activities, in return for s o m fonn of publicity within the
school (OSSTF, 1995,2)
As wiai spnsorship of mcondary school athktics, corpomte involvement for non-
amletic activities in the United States is much further devdopeâ than it is in
Canadian schooh. Then a n basically fwr types of adverüsing in Amencan
schods. Fiia, school advertisements can k seen on billboarâs, on school buses,
on rcoreboaids, and on school hslIways. These ads can also k p l a d on
tetbook covers and can k heard in school radio prognmming. Furthemiore. ad8
a n be part of proâuct coupons and give-awys that am dis- throughout
schoolr Secondly, advedbements c m be Wnd in dassmom materials and
30
ptograms. Classroorn materials such as videos m y contain commercial messages.
Third. then a n coiporateaponsored d u d o n a l materials and program.
TeachMg kits, somivrrm, posters and workbooks am examples of this type of
commercial adveftising. Finally, m n y schds take part in corponte-aponronhip
contests and incentive program. The colledon of bnnd n a m labels or product
UPS codes ofbn is nmarded with ftee food, cash, ducational equipmemt, trips and
other prize giveaways (Aidman, 1995,3)
Antericm schods have nlied on corporations to compensate for budget cutbacks in
the same way as Canadian schools have. Many of me iypes of corporate
involvemnt in Canada have stemmcl from Afnerican schooh including bus
advertising, product label incentives, and educational new program. Much of mis
involvernent is on a Iarger scak in the United States. Ameiican businesses m m to
nalize how lucrative the school market can &e. Accorâingly, teenagers in the
United States spnd $57 billion annually. Not surprisingly, Alex Molnar, a pro@ssor
of ducation at the University of Wisconsin at Milwaukee believes that school
commercialization rose by as much as 250% between 1990 and 1997 (Schwartz,
Schods acms the United States have acœpted a va&& of meaiods of corporate
involvemnt For exampk, the Gtapevine-ColIeyvine School district in Gnpevine
Texas ha8 taken commtcial involvement in schook to a n w kvd. The school
board allowd an enormous Dr. Peppet billboard b k erected on the roof of one of
31
Q schwls to adverthe to passing planes. The school is located only minutes from
the DallasFort Worth International Airport.
In the same district, a company can put its name on a 2-by-5 foot rign in the gym for
$1,000. For $4,000 more, it can have additional signs on outâoor stadiums and on
aie district's school buses. Moreover, for a few thousand dollars more, the company
can gain recognition on the district's voicemail system (Sandham, Ed. Week, 1991,
P.1)
In some school districts there has ôeen a bidding war by cornpetiton for exclusive
rights to aie schods. In Madison Wisconsin, Coca-Cola outbid Pepsi-Cola end
signed a aime-year $1.5 million deal that includd a $1 00,000 signing bonus and a
$515,000 advance on the Mure sales of the product. In the Hunt-Euless-Bedford
school district nwr Dallas, Texas, a $1.95 million. five-year deal was signd mai
Pepsi-Cola. (Walsh, 1 998.2)
The Youth News NeWork in Canada was modeled afker 'Channel One' in the
United States. In 1989, Channel One began test marketing a daily news show for
students in grades 6 thiough 12 in sixîxrican school districts. In exchange for
the airing of two minutes of cornmerciab, Channel One Communications give
schods a television for each clamroom, a satellite dish, and service of the
equipment (br a pcHiod ofth- yean. In 1995, the Channel One program was
v i d in 350,000 classrooms in the Uniteâ States (Aidman, 1995, 1). It is clearîy
evident that corpomte involvement in non-athküc acîivities b rapidly evolving.
32
Creative advertising schemes and lucrative deals are k ing developd in many
school districts. All indications point towards this type of wmmrcial intrusion
becoming more widespread with respct to corporate sponsomhip of secundary
3.7 SUMMARY OF REVIEW OF LITERATURE
Corparate involvement in mcondary rchods is considerd to k a sign of the tims.
As ducational budgets are slashed, cmative solutions must be cieveloped. The
developmnt of corporate rponronhips is in ib eaaily stages in the United States
and in its infancy in Canada.
There appear to be fat more individuals and organizations speaking out against
commercial involvement in schools as compared to those advocpüng an expansion
of inwawd relianœ on corporations in the ducational community. Much of the
litemture on this topic magnizes the n d for corporate involvemnt but wams that
incmased cammetcialization in schools can be a dangerous enüty. The 'red-tape"
asocirted with secuiing a sponsor is oiten somthing that frustrates school athletic
administraton. Alro, the difiiculty in mcuiing sponsomhip is a concem to cash-
stmpped schools. It appean, hwevet, that more sponwmhip opportunities a n
becoming pmvalent in North America as companies become awam of the
wbstantial ecpoQure and gooâwill that a n k genented by making financial
inmtments in wcondary rchool athktic program.
In Ontario, the Ontario Federation of School Athleücs Association passd a by-law
in 1996 that set the stage for corponte sponsorship of semndary school athlebicr.
Corporate involvernent in school sports program ir not widespread at the pmsent
titne. It is a developing initiative as mois companies becorne awam of the
opportunity for expowre M i n secondary schools across the province. OFSAA
npresentatives have been woiking to secun new sponsonhip dealr with a variety
of companies. OFSAA's goal is to ensure that each provincial championship has a
major corporate sponsor.
Commercial involvement is rubstantially more mlldeveloped in nonathletic amas
of the school community in both Canada and the United States. Corporations have
trieâ to tap into the lucrative educational market in a variety of ways including
paying for advertising within the school, donating products, supplying equipment,
etc. in hct, it ha$ -me very competitive in som school districts for companies
to bid on aquiring the rights to k the sole sponsor of a school or school district.
As corpontions -me mon involveâ in schools aHHe are a number of individuab
and organizaüons speaking out against this initiative. Similady, thent are a variety
of groups that support corporate sponsonhip in orùer to fiII the financial void in the
school system. As budgetary constrainb becorne even tighter, it appars as though
commercial involvcwnt will becom, more widespread in school communities
across North America.
CHAPTER IV FlNDlNGS AND DISCUSSION
THE RESULTS
In this chapter, tb resulb of the data collecüon and analysis are presentetd and
discussed. The chaptei is rubdividd into five sedons corresponding to the five
research question categories employed in the questionnaire.
4.2 CORPORATE GENERAL INTEREST LEVEL
The fint -on of the questionnaire collecteci data prtaining to the general level
of coiponte interest in sponsomhip of cunondary school athletic program and
acthnties. Decision-makem were asked whether or not their cornpany had ever
been presentd with a sponsonhip proposal by a secondary schod athktic
department. Following mis, decision-mken m#s sunmyed on whether of not their
company had ever sponsond a secondary school railetic program, and how likely it
would k for the company to agree to sponsor a secondary rchool athletic piognm
or acüvity.
Question 1 :
Has your company ever been pmsented with a sponmhip proposal by a
secondary school athletic department?
Seven out of 16 large company respondents indicated that their company had been
presented with a sponsonhip proposal by a secondary school. An ovenhelming
majority of small company mpondents said that their company had never been
pmsented with wch a proposal. Figure 1 provides a visual representation of the
responw to this question. Table 2 (see page 105) provides the specific percentege
bmakdown of replies pertaining to this wrvey question.
FIGURE 1 Compnkr That Hava ûeen PM- r Spomnhip
OSmall Co.
Dkc~nrion:
Oubide of the cornparison between large and small wmpanies, there wero no
prtkrns that emrgd with regard to the product sold or the general nature of the
business.
Question 2:
Has your cornpany @ver sponsoreâ a sewndary school athWc program?
Most companies have never sponsomd a secondaiy school aaiWc program or
activity. Overall, 80% of decision-makers indicated that their cornpany had never
been involveâ in school athletic rponsorship. Figun 2 piovides a visual
repmmntation of the mponm to this question. Table 3 (me page 107) provides
the specific prœntage breakdown of replies pemining to mis survey question.
Cornp.nies That Have Spomomd a Secondry &ho01 Athietïc Prognm or Acthrity
QSmall Co.
Dbussion:
As corporate sponsonhip of secondary school athletic is in its infantile stages in
Ontario, no pattetms east with regard to mmpanies that have sponsorad a school
sports program or aclivity. No generalizations can be d m fiom this sunrey
question.
Question 3:
How Iikely am you to sponsor a high school athletic program or advity?
Rusgon88:
Exadly onehalf of the decisionmaken from smll companies indicated that aieir
company would either very likely or likely sponsor a secondary school athletic
progmm. Thirty sewn point five percent of large company mspondents said thet
thdr company would very likely or likely provide sponsonhip. Roughly on "ulSOe' of al1 mspondents indiabci that il wuld k very unlikely that their company muid
sponsor secondary schod athletics. Figure 3 provides a visual repmsentation of
the responm to aiis question. Table 4 (sete page 109) provides the spdfic
pecctntage breakdown of replies pertaining to this question.
Comprnies Thrt Am Likely to Sponsor a Seconda y School
OSmali Co. P T otals
Dkciirrion:
It wcrs interesting to note that of the 4 large wmpanies that had sponsoreâ a
mcondary school athletic program in the past (question Ki), 2 large company
nspondents indicated that they would likely provide sponsonhip again in the Mun.
One large company respondent indicatd that her company would be very likely to
sponsor again. Furthemore, the only small company respondent that had
sponsoreâ in the part indicateâ that his company would vefy likely sponsor a
wcundary school athktic program once again in the Mure.
4.3 COMPANY MOTIVES FOR SPONSORSHIP
The second sedion of the questionnaire collected data prtaining to Mat motivates
a company to consider sponsoring a oecondary school athletic program or activity.
Then, were hnro focal amas for this of the questionnaire: corporate social
msponsibility and corporate risk factors.
Question 1:
When a company is considering its corponte responribility to secundary school
athletic p r q n m , the company is likely to consider its public image in the eyes of
the community, exposun from the sponsoreâ pmgnm, desire to support duca1ion,
sponsonhip goodwill, ability to enhance pnstige to the school, provide scholarships
for a1hk@s, increase business objecüws, andlot company persona1 enjoyment.
Dadtion-makers wsm askd to select the kvel of importance to mir company.
mgarding their wmpany's corporate social responsibility in sponsoring secondary
school athletic prognms on each item.
R..pon88:
Table 5 indicates that there is a signifiant difference betwwn corporate social
responsibility items for both large and small compenies- The items with the highest
man figure wn the sam for both large and smll comprinies. For large
companies, support for ducation had a m a n of 3-31 25 (out of 4) and public image
had a man of 3.25. Likewise, for small companies, support for education gamered
a man of 3.4687 whik public image had a man of 3.0714. Personal enjoymnt
rhowd the lowest man for large companies a 1.7333. Foi small companies the
lowsrt m a n was for providing rcholanhips at 2.0714. Table 5 illustrates the
corporab social responsibility pmbmnces for large and srnall companies involveâ
in the study.
TABLE 6 MNnr and Standard Deviition, for Corponb Sochl Responibility Ibms
I Public Image Large Companies Small Companies
Sponsonhip E>cposun Large Companies Sml l Companies
Support Education iaqe Companies Small Companies
Sponsonhip Goodwill Large Companies Srnall Companies
Enhance Prestige Urge Companies Srnall Companies
Provide Scholarships large Companies Small Companies
Increase Business Objectives Large Companies S m l l Companies
Personal Enpyment Large Companies S m l l Companies
Numkr I Standad -hviation
Dkuuion:
Genenlly speaking, the nature of the Company does not make a difbnnco for
corporate social responsibility. The only notable difbnnce was that prsonal
enjoyment wems to k much more important to small companies that it is to large
companies. With fewr employees and les8 decisionnukers, it follows that
pnonal enjoyment maintains a higher priority for sml l companies.
Standard deviation is a masure of the variability that indicates how much (il1 of the
scores in a distribution typicall y deviab frorn the man. The larger the value of the
standard deviation, the mon the scores am spread out around the man.
Convemly, the smaller aie standard deviation, the les8 the scores am spread out
amund the man. A distribution with a small standard deviation indicates that the
item bing masured ir homogeneous as the scores are clustereâ very close to the
mean. A distribution with large standard deviation indicates a hetmgeneous group
as the scores are mon widely spreod around aie m a n (Sprinthall, 1997,SO).
As Table 5 indicates, most of the corpomte social msponsibility item bllouued a
homogeneous pattern. Scores for support for ducation for srnall companies wbre
clustemd very close to the m a n as the standard deviation was 0.6182 for this item.
This indicated mat 68% (1 standard deviation) of the scores for this item kll
be-n 2.8485 and 4.0000. The item with the rnost hebmgeneous pattern was
p m n a l enpymnt for smsll companïes as the standard deviation m s 1.1715.
This indicated that 88% (1 standard deviation) of the scons for this item fsll
be-n 1.4714 and 3.8144.
The last item on the corpontb social msponsibility question was 'Oaief. This was
where mspondents motb anecdotal commnts pertaining to social responsibility.
Although there m m very b w of these qualitative comments, aie geneml theme of
the msponses dealt with pmmoting healthy living and supporüng underpiivileged
childnn. A couple of large company mspondents indicated that part of their
corporaüons social responsibility to education involved incmasing awareness
around athletics and promothg a healthy style of living. Athletic apparel and
footwear companies made these remarks. T m small company nspondents
indicated that part of their corporate social responsibility was tied to the
underprivileged community that they sewed. These respondents indicated that it
shouM be part of a wmpsny's mandate to help students from lowier sociwconornic
amas to help pmvide an wual opporhinity for all. Please cree Table 6 on page 11 1
for a summary of these commcnits.
Then, was s o m consîstemcy in the way large and small companies vie-
corporate social msponsibility items. Support for ducation and public image were
the Iwo highest mnking items for both large and smll companies. It would appear
that one should base sponsonhip applications on paysff in tem of support and
public image. EnhanQng prestige was n n k d second from last for both types of
companies. The major diffémnce betweten large and small organizations mss that
large m a n i e s have indicatd that p e m l enjoymnt w s their kwbst priority
whik small companies indicated that providing scholarships was their lowest priority
L m . Table 7 summarizes the importance of corporab social nsponsibility item for
both types of companies.
L
Lame Companim lllkani, Support Education 3.3125
Public Image 3.2500 Sponsoonhip Goadwill 3.0625
-
Smll Companies bi#
Support Educrtion 3.4667
Public Image 3.0714
Sponsorship Exposure 2.0333
Sponsomhip Exporure 3.0625 Sponrorship Goodwill 2.7143
Incream Business Objectives 2.5825 Pemnal Enjoymnt 2.6429
Provide Scholamhips 2.21 45 Inctease Business Objectives 2.5000
1 Enhance Prestige 2.1875 Enhance Prestige 2.1875
1 Pemnal Enjoymnt 1.7333 Provide Scholarships 2.0714
Question 2:
A rponsoonhip proposal can k v i d to have a certain level of risk by the
company's decision-makew(s) such as: the cost of sponsorship, the company's
cornpetiton, will the company mach b target market, the quality of the sponsomhip,
the company's expoeurs, mtum on investment, etc. ûecision-makers wre askd to
indicab the Ievel of importance to their company for the risk items regarding
recondary schooi athletic sponsomhip proposais.
Table 8 indicates that Iarge and small companies view corporate h k items in almost
the identical order with regarâ to the m a n and standard deviation. For large
companies, cost of sponsomhip and quality of sponsorship both had rneans of 3.5
(out of 4), and company exposum had a m a n of 3.4375. Likewise, for small
companies, met of sponsonhip, quality of sponsonhip, and company exposure al1
hrd means of 3.2143. Enhandng company pmûge rhowbd the lowsst m a n foi
Iarge and small companies at 2.4375 and 2.0 respectîvely.
Table 8 illustrates corporate ridr items for the large and small cornpany partîcipanb
involvecl in the study.
TABLE 8 Meam and Standard Oevktionr fbr Corpomtm B k Facton
Coot of Sponsomhip Large Companies SmN Companies
Cornpetition bhnr Cornpetiton Large Companies Srnall Companies
Reaching Target Market Large Companies Small Companies
- -
Quality of Sponsonhip Large Companies Small Companies
Enhance Prestige Large Companies Smll Companies
Company's Exposure Large Companies Srnall Companies
Retum on Investmnt Large Companies Small Companies
Standard Deviation =F==
bkci~lian:
The meaning of corponte risk item is explained klow:
Cost of Spomomhip: This is debmineâ when companies conrider cost
effectivemess, budgetary dernands, and potential tex
benefits (MeemaghanJ 983 in Fomyth, 1 QSS).
1 his occun when companies use the sponsonhip of
sport as a means of fighting the cornpetition. It may al80
k useâ to prevent cornpetition from entering into a
particular sport (Wilkinson, 1988, in Fomyth).
Reaching Target Market: This considen îhe dernognphics of the sport, the size of
the audience, and the shngth of the audience's
association with the sport (Meenaghan, 1993 and Mullnr,
1983, in Fomyth, 1995).
Qwiity of Sponronhip: This evaluates the orgoniution's competenœ and ability
to adminisbr a succ68sful event (Jackson and
Schmader, 1990, in Fomyth, 1995).
48
Company Exposure: Companies attempt to attain a more favoumble image
Mai their cwtomem (StalIwood, 1988. in Forsyth, 1995).
Return on Investment: Companies atternpt to incnam theii sales andlor market
sham (Irwi-n and Asimakoplulos, 1992 in Fomyth, 1995).
Standard deviations taken from Table 8 indicated that corporate risk items followed
mors of a hebrogeneous pattern thon aKwe of the standard deviations taken from
the toiporate social mponsibility choit found in Table 5. The item that was the
most homo(yneou8 war enhancing prestige br small companies with a standard
deviation of 0.7559. This indicsted that 68% (t standard deviation) of the mults for
enhancing prestige fbll bebwen 1.2441 and 2.7550. The item with the most
hebrogeneous pattern wss retum on investment for smll cornpanies as the
standard deviation was 1.2778. This s h o w that 68% (1 standard deviation) of the
scoms for mtum on invesbnent for small wrnpanies ranged fnmi 1 .W79 to 3.5635.
The last item on the corpomte risk question was 'Other'. This was whem
respondents wre askeâ to write aaecûotal c o m n b that pertained to corponte
rirks with mspct to sponsonhip. Qualitative remarks in this section includd the
risks that wsm associateci with the mputation of the schad. This includeâ the
condud and discipline of the athlem. LNge company respondents sitted that they
wsm conœmeâ with these piinciples. One sml l cornpany respondent made a
qualitative comment that eiprersed concem over the inmaseâ comrnerdalization
of mcondary r c h d s in gemnl. The -pondent was wonieâ about possible
49
baddash fmm the community msulting fiom incmased corporate involvement in the
ducation system. Please me Table Q on page 11 3 for a summory of the qualitative
comment$ for this question.
As stated early, large and smll companies viewed corporate risks wiai respect to
sponsorship of secondary school athletics the sam way. Cost of sponsomhip and
quality of sponsomhip wsre tid with th8 highest mecin for both large and small
companies (company exposun was also tieâ with these hiuo for large companies).
Cornpetition betwen cornpetitors and enhancing prestige were the item with the
l m s t mans. Tabb 10 rummarizes the magnitude of corporate risks fblt by both
types of cornpanies.
I TABLE 10 ~ bans, ~ i g ~ t to ~ o m r t for ~orpomta Rbk ~actom
1 Reaching Target Market 3.1 250 1 Reading Target Market 3.0000 1
Large Comprnk. Mwns I
Cost of Sponsorship 3.5000 L
Quality of Sponsonhip 3.5000
Company Expowre 3.4375
SmallCompinia Mmrm
CostofSpon~nhip* 3.21 43
Quality of Sponsomhip 3.5000
Company Exposun 3.2143
Retum on Investment 2.80M)
.Averages were tieâ
Retum on Inmshent 2.2857
Cornpetition Btw. Compeütom 2.5000
Enhanœ Prestige 2.4375
Competition Bhn. Cotnpetitom 2.0714
Enhance Prestige 2.0000
Question 3:
ûecision-maken were asked to nnk risk items in order of priority to their company
when evaluating 8 semndary school athktic sponsomhip proposal. k i r ion -
maken would give a nnking of 'onew b aie rirk item that was most important to the
company. A nnking of nive' would then be given to the risk item thet wer the ned
mort irnpottant, and so on. The iisk item induded: cost of sponsonhip,
cornpetition betwmn cornpetiton, reaching your target market, quality of the
sponsomhip, company's exposun, and mtum on invesmnt.
Re8potWe:
The response to aiis question indicated thet them was a very subtle difbrence
betwen srnall and large companies in mnking rirk factors fnmi one to six. One was
consided top priority, and sixth was considered as the lait pfiority. Tables 11 to
16 found on pages 1 15 to 125 illustrate the spcific pemntage breakdown for
respondent preferences with respect to company risk factors.
Dhcmion:
Tabks 17 and 18 summarize the rank order of risk fectors for large and sml l
companies. As the tables show, reaching the tirget maricet and the cort of
sponsonhip m#a the hno top priority items for companies. Retum on investfnent
and campeion ôetwwn cornpetitors wre the next to 1-t and lowest priority
item. Rempondents mte qualitative comments stating their company did not
expect to expedence an economic gain through sponsonhip. Thur, return on
investment was not a high priority Hsm. The m i n ream for sponsorship was to
51
make people aware that the Company was doing a noble thing by contributing to the
ducation system. Of course, companies h d to enrum that the cost of this
sponsorship was not exorbitant.
TABLE 17 1 Rank Oder of Rkk Facton for Large Compnies I
Rank Order 1 Risk Factor
Fimt Priority f
Reaching Target Market l
Second Priority
1 Company's Exposure 1
Cost of Sponsonhip I
Third Priority Quality of Sponsonhip
Firth Priority
TABLE 18 Rank Oder of Risk Ficton for $ml Compuikr
Return on Investment
si^ ~riority
Rank Oder 1 Risk Factor
Cornpetition l3eWeen Cornpetitors
1 &ond Priority - - 1 Cost of Sponromhip 1
Fimt Priority Reaching Target Market
I
Third Priori?y Company's Erporum
Fouvth Priority Quality of Sponsomhip
1 ift th Priority Return on Investment r
Sixth Priority Cornpetition 6ehmen Cornpetitors
4.4 CORPORATE DECISION-MAKING
The decision-maker(s) within a company specify the company's decision-making
criteria the mcondary school athletic proposal must meet in oder for the proposa1
to be advanced to the next strige.
For the purpose of this study, Upper Management included the: Chief Erecutive
Officar (CEO), Assistant to the CEO, Owner, President, Vice Pmsident. Chairman,
and the Assistant Choimun. Middb Management induded the: Director, Assistent
Director, Manager, and the Assistant Manager. Lower Management included the
staff Membsrs*
Question 1:
Whik evaluating the specific wmponents of the sponsonhip proposal, doem the
company have set criteria and guiddines with which the decision-mbr must
folloHn
Responw:
Fifty six point hno five percent (J6.2536) of large companies and 42.86% of smll
companies had set criteria and guidelines for evaluation sponsonhip pmposals.
Figure 4 provides a visual repmsentation of the msponse to this question. Table 19
found on page 127 providw the specic prcentage bmakdown of replies pertaining
to this survey question.
FIGURE 4 Comprnia Hwing Set Critada and Guidelines for Evrlurting
The study indicated that there wsre no signifiaint associations be-n company
size and having establirhd criteria and guidelines regarâing secondary tchool
athletk sponsomhip proposals. Specific information about the criteria and
guidelines to be (bllawed when evaluating sponsonhip proposals wps not solicited.
Question 2:
For those companies that had set cribrie and guidelines for evahating sponsonhip
proposais, which of the decision-mrikem has flexibility to change those criteria and
guidelines?
Rasponw:
For large companies that had set criteria and guidelines for evelwting sponsonhip
proposats, 60% of the tim it was upper management that had the flecibility in
changing this critena and guidelines. Thirty p m n t of the time, it was mîddlo
management airt had ai8 responsibility. Similady, for s m l l companies, uppr
managemnt had the fiexibility 80% of the time and middk m n a g m n t had it in
20% of the cases. Figum 5 providw a visual nprosentation of the msponse to mis
question. Table 20 found on page 129 provides the specific pemtage bmakdown
of replies prtaining to th& question.
and Guicielines for Sponsonhip Propouls
Dkctmaion:
Although the data did show that uppr management of both large and small
companies had the flexibility to change the sponronhip criteria, they did not idenaty
specifiwlly who held this responsibility. Indications I d the author of this study to
believe that a group of upper management decision-makem held the flexibility for
large companies whik men made these decisions (or small companies.
Question 3:
Who within your company participates in the negotiations involved in considering
each proposa1 pnsented to your company?
Rnpome:
Uppei and middle management decision-makem wn likely to be involved in
negotiations to consider sponmnhip proposalr for both large and small companies.
Figun 6 provides a visual representation of the msponse to this question. Tabk 21
(bund on page 131 gives the specific perœntage breakdm of replies prtaining to
mis sutvey question.
FIGURE 6
BSmall Co.
Dkcussion:
The msults fiom the study indicated thit more than one decision-maker was
involveâ in the decision-making ~IOQBSS for large companies. Marketing managers
andlor advertking managen m ~ , the initial contact people for large companies.
Appmved proposais wsm then genemlly p a s d along to dirscton of finance and
marketing in large companies. People in the= management Ievels occasionally
have the final authority b a p p m sponsomhip pmposals. Vice presidents of large
58
companies oibn had final approval authority. A sponsonhip proposal usually takes
longer to be appmved and involves more decisionmaken for large companies. For
rmal companies, managers m m occasionally involved in the initial stages of the
sponsonhip process. Ownem of rmll companies generally bcame involveâ in
the approvrl process vey early if not irn-iately upon m i p t of the request* Final
appnwal to a-pt proposak was usually given by upper management andlor the
owner of srnall companies.
Quedon 4:
When evaluating each wmndary school ahletic sponsomhip pioposal presenteâ to
your company, who in your company is considerd to have auîhoiity to approve the
proposals to the final stage?
mpome:
For large companies. both uppr and middle management levels hed the authority
to approvo sponsonhips proposals to the final stage. Sixty but point mventy one
p m n t (64.71 %) of mspondents from sml l cornpanies said mat upper
management had the authority for approval. Figure 7 pmvides a viswl
mpresentation of the response to this question. Tabk 22 fwnd on page 133 gives
the specific percentage breakdami of replies petiining to mit survey question.
QSmrll Ca.
Discussion:
According to the data, diredom of marketing and finance had the euthority to
approve sponronhip pioporeIr to the final stage for large compsnies. About one
half of the tim, the marketing andlor finance viœ pnsidenb for large cornpanies
gnnteâ aiis approval. For small cornpanies. it was usually the oumer that was
involved at this stage in the appioval proceu.
Question O:
Who in your company has the final decision to opprovo the high school sponsorship
proposal?
R n p o m :
Uppet management had the authority to make the final decision to approw,
sponsonhip for both large and rrnall companies. Middle management had the final
decision in 37.5% of large companies. An overwhelming rnajority of small
companies (85.14%) left mis decirion to uppr management. Figure 8 provides a
visual npresenition of the msponse to thb question. Table 23 found on page 135
pmvides the specific bnakdown of replies pertaining to this suwey question.
OSm8tl Co.
Dkcussion:
For r o m companies, this stage in the approval proœss was cornbined with the
previous stage. For large companies, thers war o h n a group of directon and vice
presidents, usually from the functional amas of marketing and finance that had the
final decision to appmve secondary rchool rponsoonhhip pioposals. It was quite rare
for the pnsident or chief executive officer to have been involved in the pmœ8s.
The final decision authority was considerably difbrent for sml l wmpanies. The
Cnal authority to spomor a mmndary school athletic program almost a h y s lay
with the owner of the small company.
4.5 THE SOLICITATION OF CORPORATE SPONSORSHIP
The burth section of the questionnaim collectud data pectiining to the route a
secondary rchool aüiletic deparbnent should follow when soliciting corporate
sponsomhip. Companies were askd by whom a company should k solicited, what
Ievel of management should nceive the initial contact, and how this initial contact
mgarding sponwnhip k should made.
Quedon 1:
By whom should your company k solicited lor rponrunrhip of secondary schd
athküc prognms?
mponse:
An overwhelrning major@ (62.86%) of both large and small company mspondents
indicated that a repmwntative of a particular cichool should make the initial contact
to companies. Appmximatdy 10% of the company respondenlo Alt that a school
board representative should make the query. About the rame percantage would
l i k the contact to be made by a mernkr of the school parent council. Obviously,
the pmhnmce io that the solicitation should come h m a school representative.
Figure 9 provides a viruol representation of the msponses to this queson. Table
24 found on page 137 provides of summary of suitable initial contacts to companies.
FIGURE 9 By Whom Should Initial Conta- to Cotnprnies k Made
According to the data, respondenai pmfer to communicate with school personnel
direcüy involveci with the sponsonhip proposal. Qualitative comments wre added
to this section of the questiomiairo that indicated that nspondenb would pmbr to
be contacbd by people associated with athletics within the school such as coaches,
athletic directon, and ath WC wuntils.
Question 2:
Whom in your Company should a local recondary school athWc department
contact (by fomiiil letter, phone dl, in person, etc.) in order for the proposal to bu
consided and advancd to other stages in the decirion process?
Responw:
Sixty four point seventy one percent (64.71%) of large companies indicated that
rniddle management should k the initial contact Ievel. Alternatively, 62.5% of smll
companies said that uppr management should k the initial contact. Figum 10
provides a visual repremnbtion of the msponse to this question. Table 25 found
on page 139 gives the specific pemntage breakdomi of replies prtaining to this
r u m y question.
FIOURE 10
NIA
Dhuuion:
According to the data, the initial contact for large wmpanies should k b a
marketing manager. This middle management pemon usually does the initial
screening ptocsss for proposais. The maikaing manager would advance the
proposal to the nex& stagem if it wsn so warrsnbd. The dab suggest aiat the initial
contact for small companies should k to the oumer of the Company.
Question 3:
What h the mt efbüve way to rnake initial contact with a company decision-
Mon than half of the mspondents h m large and smll companies indicated that
the moat eftiective way to make initial contact with a company decision-maker
mgarding sponsomhip is through a fornial letter. Twbnty six point ninety hno
p m n t (26.92%) and 38.90% of large and rrmall companies respectively Llt that a
telephone cal1 mis the mort e W v e way. Figure 11 provides a visual
repmentation of the mponw to thh question. Tabk 26 taund on page 141
provides the specific penentage breekdown of replies petaining to th this sunrey
question.
FIGURE 11 Yort E f b d h Way b Make Inlllil Conbct With 8 Company Dociikn-Makat
0Smrlt Co.
Dkcuuion:
Many respondents felt strongly that the initial contact should be made by way of a
formal Ietkr that should be brief and cleaily indicate Mat was required for
sponronhip. Respondents for both large and small companies indicateâ that a
letter was the only way of ensuring mat sponwnhip infomiation would b vi& by
a company decision-maker. Telephone callr and emails wre often not mtumed.
4.6 THE NATURE OF CORPORATE SPONSORSHIP
The final sedon of the questionnaire collected data pertaining to what the nature of
coipomte sponronhip would be. Companies vuen asked if the existing OFSAA By-
Law 6, Sedion 2(h) providd sufïicient exposum for sponsonhip purpoms, what
miuld be the top priority in evaluating a sponsorship proposal, and Mat the
sponsorship would likely entail.
Question 1:
OFSAA By-Law 6, W o n 2(h), allowr, for one commercial sponsonhip logo on an
athkts'o uniform. The anta to be wvemd by the advertiring on the
sleeve Îs 64 sq. cm. Schools have also allcwwî 10r sponsonhip to be magnized in
other amas of the rdiool community such as: rignage at games. brief average in
the schod newaIetMr sent home for parents to read, and a 3-5 day exposun on an
ou0door-rign mcognizing and thanking the sponsor. Assuming that al1 four of the
67
abova methods a n used to recognize the sponsor, does this provide the company
with sufficient exposure to warrant sponsorship?
Reaponw:
An overwhelming majority of large and small company respondents believed that
OFSAA By-Law 6, Section 2(h) did provide sumcient exposure to warrant
sponsorship for secondary schooi athieücs. Lest than one-quarter of the
respondents indicabcl that this By-Law did not justify sponsorship. Figure 12
provides a visual nprewntation of the response to Bis question. Table 27 found
on page 143 gives the spcific percentage breakdown of replies perteining to this
question.
FtGURE 12 Suffident &pooun to Wamnt Sponsonhip By OFSAA B y h w 6,
Section 2(h)
Discussion:
Respondents made anecdotal comments on this section of the questionnaire
outlining the fsct that many of them m m not awiire of the OFSAA by-law. Most
commmb m m positive in nature indicsting that the sponsorship benefib o fb rd by
the by-law wsre quite worthwhile to companies. No abmative benefits w n
proposed by any of aie respondents.
Question 2:
Decision-makers wre asked to rank sponsor benefits in order of priority to their
Company when evaluating e mcondary school athletic sponsonhip proposal. The
sponsor benefit item includect: a 64 square centimette corpoiate logo on the
aîhletes' sleeves, signage et games, brief coverage recog nizing and thanking the
sponsor in a school neunletter sent home to parents, and 3 - 5 day advertising on
an outdoor sign in front of the school.
The response to this question mvealed that there was a subtle difkrence ktuuemn
large and small companies in nnking desired sponsor benefits. Respondents wen
asked to mnk orûet their priofities. Tables 28 through 31 found on pages 145 to
151 illustrate the specific pemntage breakdom, for respondent prsfsrences with
r e s m b sponsor knefits.
69
Tables 32 and 33 sumrnarize the nnk order of desired sponsor benefits foi large
and small companies. As the tables illustrate, signage at games was the top priority
k r large companies and cornpany logos on unifomis was the top priority for small
companies. Recognition of the sponsor in o school newsktter sent home to parents
was the last priority for both large and small companies.
1 TABLE 32
I Rank Oder of Sponsor bmfb for Large Comprnkr 1
Rank Order I Sponsor knefit
1 SecondPiiority - 1 Company Logo on Unifoms
1 Fint Priority Signage at Games and Activiües
b Third Pnority
h TABLE 33 Rank Oder of Sponsor &fi(, for Snull Comprnios
Outdoor Sign in Front of School
Fourth Priority
Rank Order 1 Sponsor bnefit
Newsletter Coverage
( Second Priority 1 Signage at Games and Adiviües 1 1 Fint Plionty
œ
Third Piiority 1 Outdoor Sign in Front of School
Company Logo on Uniforni
' Fourai Pnow 1 Newsletter Cowrage
D&c1ion:
Many respondents again m t e wmrnenbi that suggested that these benetits wre
sumcient to warrant sponsonhip. A total of four respondents suggested that
OFSAA should allow a larget company logo on the athletes' unifom. Suggestions
were made to allow the logdcompany name to k placsd on the back or front of aie
unifon. Respondents felt that the by-law restrictions on the placement of aie
company logo did not provide for an efedive way for companies to advertise.
Aside from these four comments, them were no other suggestions made in
nsponw to this survey question.
Question 3:
if your company agreed to sponsor a secondary school athletic program, what type
of sponsomhip would this likely entail?
Respon#:
The vert majoiity of large and small company respondents indicated that their
sponsomhip would entail a monetary contribution to the athWc program of the
school. A donation of supplies w u # also k a popular lorm of sponsonhip. Tabk
34 provides an illustfation of pmposeâ sponsonhip contributions by large and small
companies.
TABLE 34
v
Dlscmsion:
Respondents did not provide details about the amount of monetary contributions
their company mwld make to support a secondary school athletic prognrn. As
mntioned eailier in this study, company decisionmakers prefer that schook
request a set amount of money for sponsomhip purposes.
Methad
r
Monetary L
Equipment r
Supplies
Volunteers I
Other 1
Totals
The Iast item for the sponsonhip contribution was 'Other". This was whem
respondenb wote andotal comment6 pertaining to their companies' contribution.
Large Co.
Many of these qualitative comments pertsined to a promise of a contribution of
company products. Respondents indicateâ mat sponsonhip could entail team
outfitting, opparel and footwear, g d s to rame, and player awards. PIease sete
Tabk 35 on page 153 br a summry of these commnts.
Numbr
10
li
4
O
3
18
Small Co.
%
55.55
5.55
22.23
0.00
1 -67
100.00
Totals
Number
11
1
4
3
2
21
Number
21
2
8
3
5
39
%
52.38
4.76
19.05
14.29
9.52
100.00
1
%
53.45
5.12 A
20.51
7.70
12.82
100.00
Amr synthesizing the data colleded in the study, valuable information a n k
identifid to help school athletic departmenb present an effective sponsonhip
proposal to the corporate community. Chapter 5 summarizes this information and
provides conclusions and recornmendations for the reader of this mport.
CHAPTER V SUMMARY AND INFERENCES
5.1 INTRODUCTION
Chapter five provides a concise summary of chapters one to four. The chapter
begins with a brief mview of the purpose of the study and bllows with a listing of the
research questions. Next, a brief description of the m a r c h methodology is
provideâ. Following Mis, the litenry review completd for this study is summarized.
Lastly, the msults from the data are discussd and inferenœs a n made
comsponding to the five research question categories.
5.2 SUMMARY - - -
The puipose of this study was to examine the emerging mk of coiporate
sponsomhip school athletics in the Grnater Toronto Area. The intent of the study
was to analyze sponsonhip from a corpomte perspective. The data wsm collected
using an Amriaan questionnaire that w s adopted and rnodifid to w t the needs
of !hi$ study. Di. Eric Fonyth of Bemidji University in Bemidji Minnesota completed
73
the Am8rican study. Seven hundred American companies ware mailed
questionnaires for his study and the results were published in Dr. Forsyth's 1005
doctoral dissertation entitled 'Sponsoring High School Athletic Prognm: The
E f k b of Organizational Characteristics, Buying Center Characteristics and
Organitotions' Sense of Social Responsibility".
For the Greater Toronto h a Study. questionnaires were moiled to 50 companies.
Thirty of these cornpanies were considerd b be large in size and 20 mre
considerd to be small in size. The ovenll response rate for the study wwr 30 out
of 50 (80%). Companies wem randomly selected from business diredories as ml1
as from personal business contacts of the author of this study. A covet letter and
questionnaire wsre mailed to the attention of the owner or manager of each
business that w s selected. The nsearch questionnaire was divided into five
sedons in accordance with the five sub-problem questions listed below:
What is the general level of interest by companies in sponsoring secondary
school aailetic program?
What motivates companies to sponsor secondary school athletîc program?
What is a Company's decirionmaking process with respect to sponsonhip?
What guidelines do companies suggest that schools use when wliciting
5) What is aie nature of corponte sponsomhip with respect to monetary
contributions, donation of equipment andlor supplies, volunteering of time,
etc.?
The retumeâ questionnaires were c h d e d for completeness and the quantitative
data were recordecl on a spreadsheet Means and standard deviations wn
calculated for the quantitative data. Qualitative data. in the form of anecdotal
comments made by nspondents, m m recorâed as wsll.
The review of the Iiterature for corpomte sponsorship and secondary school
athWcs provided sotne intefesting and valuable information for the study. Two
personal contacts also supplied some vital inkmation to the author of the study.
As pmviously discussed, Dr. Eric Foisyth, an assistant professor at Bemidji
University was wnsulted on a numkr of occasions to provide his insight into the
ama of corporate involvement and 88condary school railetics in aie United States.
Secondly, Colin Hood, the Executive Director of the Ontario Federation of Schod
Aailetics Association (OFSAA) was i n t e r y i d about the cuirent situation with
respect to wrporate involvement in Ontario crchools. Mr. Hood providd a copy of
By-Law 6, Section 2(h) that outlines OFSAA's unifonn sponsomhip policy. He also
provided copies of a variety of Iiterature on the topic. lt was an item fiom this
Iiteratum that brougM the attention of the author of thir study to Dr. Forsyth's
Amencan study.
76
The mview of Iitemtum on coipomte sponsonhip of secondary school program
was subdivided into five mainhsues. Fint, the need for corporate funding for
athletic progratm because of incmased finandal unistraints in the schools was
d i s c u s ~ . Like many other provinces and stater, Ontario schools have had their
budgets dashed over the part b w years. This has forcd many of them to charge
student-athfetes user bes to participate in school sports program. The review of
the Iiteratun on this topic details how schools am trying to cope with decmasd
funds for athletes. A variety of people who an connecteci to wcondary school
athWc piograms see corporate invohrement as a possibk solution to alkviate part
of the budgetary shorlfalls.
Then are m n y people andlor organizations that v i w the wmmrcialization of
88condary sports as a serious problem. The second m i n issue found in the review
of the Iitemtum focussed on the ethical dikmrna associated with corporate
involvement in sdiools. One of the major concems stems from the possibk
inequities betwmn social classes of students and sponromhip opporhrnities. A
school that is located in an afRuent a m may k more desirable to potential
sponsors than a rchool that is locateû in an ama with a lowr socioaconomic
status. Companies m y focus their sponsonhip efbrts on students vvho come fmm
affluent frimilies as there is a perception that these students will be b e b r able to
amrd to purcham company productr both now and in the hrtun. 1 his potential
situation of inequity is commnly stated as a mason against corpofate involvement
in schools. Al=, gmups such as the Ontario Secondary Teachen' Fedeisüon have
spobn out against the commercialirs(ion of schds for a number of masons.
OSSTF klieves that the undeminding of education has provided an opportunity for
business to becorno more involved in schools. Furthemore, allowing monopolies
for pioducb in schools is not appropriate when them is a captive consumer
audience. lt is not as aiough students have a television converter in aieir hand to
change the station whik at school. Many people klieve that it is not fair for
students to k exposeâ to the advertising message of one particulrr company.
Convemly, Viem m m a variety of supporters of commercial involvernent in
schoolr. The author of this study agmes with these suppowrs and favoum
incmaseâ corporate involvement in Ontario schools. One of the main reasons cited
by supporbm of commercial involvernent was because of necessity. Programi, will
simply no longer exist without the help of corpomte money. Many of those in favour
of incmasing commercial involvement in schools believe that students should be
given mon creâit, as young adulb, for being able to make appropriate choices for
themselves. Momver, supporten of comrriercialization believe that students are
k i n g subjecte3d to 'mal world situations' as a nsult of commrcial interests being
allowsd into its schools.
The thid main issue in the review of the literature focuses on the la& of
cornmitment towardr sponsorship by both school districts and by companies.
Athletic dincton from many districts across North America klieve that h e m is too
much "Idd tapea involveâ in corponte sponsorship approvals. Boards of ducation
and schools have occasionally imposed strict guidelines thst must k met for
78
sponsomhip. Amletic directors be l es though it b difficult enough to acquire a
sponsor without having the additional obstacles imposed by the board of education. I
The lack of cornmitment by companies seems to be diminishing as companies
kcome more awan that sponsomhip opportunities exist within secondary schools.
As a result, the non-athktic comnercielization within schools appearo to be rapidly
expanding. StiII, parücularly in Canada, corporate sponsomhip of secondary schod
athietics is minimal.
A detailed discussion on the cumnt sponsorship situation in Ontario schools is the
fourth main issue cwereû in the review of the literatun section. OFSSA By-Law 6,
section 2(h) is hrlly explaineâ in mis section. Ako, details of current negotiations
betW88n OFSSA and a variety of companies for major sponsonhip arrangements
a n outlined. It is the intention of OFSSA to have a major sponsor for each OFSSA
sport in place in the near Mun.
The final issue addreswd in the teview of the literature secüon dkcusscn, corporate
involvement in non-athletic acüvities within schools. Commercial involvement is
substantially more well developed in non-athletic amas of the school community in
both Canada and the United States. The interest on the part of corporations to tap
into potentially lucrative school marûets seems to be steadily increasing.
The review of the literature section identified that corpomte involvement in
sewndary schods is considend to be a sign of the limes. lt is in its early stages of
developmnt in the United States and in its infoncy in Canada. The literatun
(rnostly American) recognizes the need for corporate involvemant but wams that
increamd comrnercialization in schools could be very dangerous. Many peopîe
associated with athletics klieve that the great inequities that may result from
corpomte involvement will send the mong message to the student community.
Then clearîy is an ethical dilemma imrolved with coiporate sponsomhip in
æcondary school athletics. Companies m y begin to wmpete with one another for
opporhinities to sponsor athletic barns from schools located in amuent areas.
Coiporate executives surely realize that hmilies that live in such affluent amas
often have the disposable incorne to purchase their producAs. Furaiemore,
companies see long tem bene@& of sponsorship in schools with students who live
in walthy socio economic areas within the community. Students from such
backgrounds usually have a greater possibility of maintaining this status in the
future. Companies can 'lock in" future conrumars at a very young age.
Conversely, many companies may not choose to sponsor a secondary school
athletic program in an area of lower socio economic status. These companies may
not feel that them would be a wotaivihile mtum on the& investment in such areas. It
would seem necessary that the Ontario Fderation of Schools Athletic Association
(OFSAA) work in conjuncüon with school boards to ensure îhat corporate
sponsonhip is mgulaûsâ to ensure mat great inequities in opportunity ceacie b exist
in Ontario schools.
The data 1Pr this study nism minly quantitative in nature. As wsll, then wen a
limiteci number of qualitative mponms that wre recorâed to supplement the
80
quantitative data. All data w r e analyzed in accordance with the five msearch study
question categories.
The fimt research question focursed on the general level of interest expressed by
respondents in sponsoring semndary school athletic programs. Only onethird of
the respondents indicated that their Company had been presented with a
sponsorship proposal by a secondary school athletic department. Eighty percent of
the companies indicated that they had never sponsored a school athletic program.
On the other hand, half of the small cornpanies and 38% of the large cornpanies
stated that they wwld very likely or likely provide sponsomhip under the OFSSA
guidelines.
The second research question focused on the motivational factors that inspire
companies to provide sponsorship to schools. The results Rom the study indicated
that for both large and small companies, support for education and public image
wbre the primary and secondary reasons (Or sponsoring. 1 he priority items for
sponsonhip ditfered behnren large and sml l C m . For large cornpanies, the d e r
of importance of corporate sponsonhip items was: support ducation, public image,
sponsorship goodwill, sponsonhip exposure, increase business objectives, provide
scholerships, enhanœ prestige, and finally, personel enjoyrnent. For small
companies, the orâer of importance of corporate sponsonhip item was: support
education, public image, sponsorship e ~ u r e , sponsorship goodwill, persona1
enjoyment. increase business objécüves,anhanœ prestige, provide rcholarships.
Coiponte ri* factors associated with secondary school sponsorships whre
analywd using hnro diflerent meaiods. First, wmpany decisian-maken wem askd
to indicate the Ievd of importance to their company of certain risk items. From mis,
means and standard deviations were calculatecl. Second. company decision-
maken m m asked to rank risk items in order of priority to their wmpany when
evaluating secondary school athletic proposals.
The data collected from the Amt method (indication of level of importance of risk
items) showed that large and srnall companies view these items in exactly the same
order. For large companies, cost of sponsorship and quality of sponsonhip wn
the two most importent risk hdon. Likewise, for small companies, cost of
sponsonhip, quality of sponsonhip, and company exposure were the most
important ris& fadon. Enhancing prestige mis selected as the least important item
for both large and small companies. In summary, the order of importance according
to the calculated Mans for corporate h k factors for both sires of companies wem:
cost of sponsorship, quality of sponsonhip, company exposure, reaching îhe target
market, retum on investment, cornpetition between cornpetitors, and enhancing
prestige.
The second methd used to analyze coiporate tisk factors associated with
secondary school ahletic sponsorships was to ask company decision-makers to
rank risk items in order of priority to their company. ûecision-maken would give a
ranking of 'onea to the risk item that was most important to the compeny. A ranking
of 'lwo would then be given to the risk item that urss the next m t important, and so
82
on. The data colkctd from mis ranking exedse revealeâ that there was a very
subtle diffennca be-n how large and small company decision-makers ranked
risk items. The fimt and second prioritiea br both sizes of companies wro reaching
their brget market and then the cost of sponsorship. The fim and sixth ppririty
items wsre ieRirn on investment and cornpetition betwe#n cornpetitors. The rank
order of risk factors for large companies were as follonnr: reaching target market,
cost of sponsorship, quality of sponsorship, company exposure, retum on
investment, and finally, cornpetition beheen cornpetitors. For small cornpanies, the
nnk order of risk factors were as follow: maching target market, cost of
sponrorship, company exposure, quality of sponsorship, m m on investrnent, and
finally, cornpetition betuwen cornpetiton.
The third research study question focussed on the decision-rnaking structure of a
company. The data collecteci from this fivequestion section of the sunrey revealed
that companies diffsred with respect to corporate deWonmaking for secondary
school athletic sponsorship profmals. Of the 30 respondents, 50% indicated that
their companies had wt criteria and guidelines for evaluating sponsorship
pioposals Mi le 50% indimtd that Uiey did not have such guidelines in place. For
companies that have set criteria and guidelines, 70% of the time it was upper
management that hsd the flexibility of establishing them in order to meet Company
Company participants in the sponsomhip negotiation procctss varied betuueen large
and small companies. For large companies, 41.8% of the time it was upper
83
management who parücipated in negotiations regarding sponsorship proposals.
For sml l companies, upper management had this responsibility in 54.55% of the
cases. For proposals to be approved to the final stage, 43.75% of the time il was
uppr management that had the responsibility for large companies. For small
companies, this responsibility uns lefi up to upper management in 64.71% of the
cases.
The data cohcted suggested that large and srnall companies difkr when deciding
which level had the final authodty to approve sponsorship proposals. For large
companies, upper management had the final decision authority in 56.25% of the
cases while middle management made the decision 37.5% of the time. For small
h m , upper management had the final decision authority in 85.14% of the cases
h i l e middîe management made this decision only 7.13% of the tim.
This study researched details about who should be contacted to advance secondary
school athletic proposab to the ne& stage of approval within companies. For large
orgsnizations, both middle and upper management continueâ to play a prominent
role in the sponsorship approval process. Upper management decision-makercr
usually had the final decision to approve sponsorship proposaL Upper
management memben had the ability to commit corpotate funds and provide final
approval whib middle management members w r e respocwible for managing the
sponronhip agreements. For sml l wmpani-, upper management continued to
play a piorninent role as proposais mrre advanœd along. It continued to k upper
management that provided the ultimate apptoval to secondary school athletic
sponsorship pmposals.
The fourth section of this rewarch study collected data pertaining to how secondary
schoob should solicit corporate sponsorship foi aieir aailetic prognms. The
majority (62.86%) of company decision-mabn indicated that a repiesentative on
behalf of a parüculat school should make the initial contact to companies.
Spcifically, 56.25% of large company respondents indicateâ that a school
mpresentative should make the initial contact.
Contacting the appropriate management level in the initial stages of the proposal
process is critical. The study revealed that for large companies, decisionniakers
indicated that in 64-71 % of aie time, middle managemnt should have been the
initial contact. For small companies. in 62.5% of the time, uppr management
should have been the initial management contact.
The final question in this section of the survey dealt with the rnost effective way to
make initial contact with a company decision-maker regarding rponsoirrhip. Moro
than half of the respondenb for both large and small companies indicated that the
bet method to md<e initial contact was through a formal letter. Approximately one-
third of the respondents said that a schod athletic administrator should make the
initial contact by way of a tehphone call.
The final section of this msearch study pteined to the nature of corporate
sponsorship. The data pertaining to thir -*on revealeâ that a definite majority of
company dedsionmakers LI that OFSAA By-Law 6, Section 2(h) provided
sumcient exposum to warrant sponsonhip. SiWhno point five percent (62.5%) of
large companies and 71 -42% of small companies w r e satisfied with the By-Law.
Decision-maken nibre asked to nnk sponsor knefib in order of priority to their
company when evaluating a secondary school athletic proposal. Signage at gams
was the top priority item for large companies. Displaying the company logo on the
unifomw was the top priority for small companies. School newsletter coverage was
the fourth, and last, priority for both typer of companies.
More than one-half of the respondents from large and small companies indicateâ
that their companies would provide monetary sponsorship contributions. Roughly
one fiRh said that their companies would donate supplies to schools for
sponsorship purgoses.
CHAPTER VI CONCLUSIONS & RECOMMENDATIONS
6.1 INTRODUCTION - . - - - - - -
In this chapter, ovenll conclusions and mcommendations from the study are
outlined in accordance with the five msearch study question categories.
Correspondingly , recommendations for fuithet studies are wggested.
6.2 CORPORATE GENERAL INTEREST LEVEL
According to the data, corporate rponlomhip of wondary schod cithletic program
and activities is in a very eaily stage of devolopment in the Grnater Toronto Area.
Many companies may not k awam that corporate involvernent in rchools is
pmittd while others m y not want to bacome involved in such an undetoking.
f here does appar to k an intemt on the part of many cornpanim to provide
sponsorship in secondary school athletic progmm.
87
It is recornmended that schools malire that m s t companies in the Oretater Toronto
k e a have never mceivexl a sponsonhip proposal and that many of these
companies are not even awam that they con k involved in athletic sponsonhip at
the secondary s c h d levek Secondary school athWc administraton should
expand the marketing of their athletic program proposals to atûact incmasd
involvement h m the corporaê W o r * This increased involvement has the
potential to grealy benefit secondary school student-athletes in the Greater Toronto
6.3 COMPANY MOTIVES FOR SPONSORSHIP
The data cdlected nom th& section of the study ieveald that companies value
aieir corporate social responsibility to schools and are also concemed with the
various risk hcton that a n associateâ with secondary school athletic sponsonhip.
Them is very little dillbmnce in the way that large and small companies value
corporate social msponsibility and corporate risk items.
It is mmmended aiat secondary school athletic administrators who a n seeking
funding should emphasize the corporate social responsibility ôenefits that will ensue
airough sponsonhip. The proposal should stress how corporate involwmnt
supports the education system and provides great knefit to sitdents. It should
also emphasize how the public image of the cornpany will k enhanced through
sponrorrhip exposure and goodwill. If appropriate. mention should be made of the
emnomic status of the student-athletes in order to show a need for coiponte
support.
The nnk orûer of risk bctors identified in this study indicabs aist companies w m
vey conœmed about maching their target market when considering sponsonhip.
Schod athletic administraton should highlight the m t i n g of mis expectation of
sponsors in their proposals. Members of a school community mntain a wide range
of demographic traits. Obviously, if a company's product is targeted towrds
teenagers this type of sponsomhip could help the uwnpany mach its intendd
market. H ~ v e r , if the target market is for parents, the pioposal should emphasize
the company exposun to parents that would evolve with sponsomhip.
The cost of sponsonhip is a high priority item. The actual cost of the sponsomhip
should k included in the proposal at al1 tims. Also, the quality of sponsonhip and
the vast armunt of erposure a company would receiw through rponsomhip should
be emphasizetd in each proposal. Spedfic details about how the comany will
knefit, such as promiring advedising, both within the school and outside the
schod, must be emphasized in the proposal.
Both large and sml l companies do not rank economic incentives such as mtum on
investmnt and cornpetition between cornpetiton very highly. A proposa1 should not
promise to addre&mpmve these two factors as it was clear that companies do not
expect th spo~onhip of 88conday school athletic program to met these
corponte objectives.
Finally, the proposal should guarantee the mcondary school athletic administraton'
cornpetence and ebility to ensure that the school m'Il Mill al1 the requiremnts of
the rrponsomhip agreement.
6.4 CORPORATE DECISION-MAKING
It k important for school railetic administraton to k aware of how a company
makes decisions with respect to sponsorship proposals. As proposals move
thiough the approval process, difbrent corporate personal often become involved.
According to the data, large and small companies differ in management Ievel
contacts for wrporate decision-mking with respect to sponsorship proposals.
If possible, it is recommended mat school athletic administrators abmpt to becorne
femiliar with a company's criteria and guidelines br proposals before they request
sponsoonhhip of their athktic program. Granteô, that this may be dificult
information b acquin; neverthekss, school representatives should try to gain r o m
backg-nd knowieâge about how the company mekes decirions More they
prewnt their proposal.
Employing appropriate corporab dicitation methds will help to foster kneficial
results for school athletic proposal approvel. Company administrators and
executives a n busy peopk and therefore rsquire a wll-organized and well-
presenbed sponsonhip proposal in order for it to k given considention.
Contacthg the appropriate management Ievel in the initial stages of the proposal
90
prou368 k, critical. It is mmmended that middle monagemnt (marketing
rnanagerddimton andlor advefisinq rnanagers/directon) be the initial contact for
large cornpanier For small compenies, the initial contact should be upper
management ( m e r andlor president) or middle management (office manager).
For both large and rmall companies, a school repreaantative on behalf of a
parücular school should make the initial contact for corporate sponsomhip. The
most e W v e way to make initial contact with companies is through a formal letter
with a follonrvp telephone cal! threm wwks Iater.
Following the initial contact, it is important that school athletic administrators
understand how the sponsomhip approval p m s s tmnspins in a company. For
large companies, them is usually a group of decision-makers that evaluate
sponsorshp proposais. Genenlly speaking, marketing, sales, and advertising
managers mrrk together with their dinrdon (marketing and finance) as the proposal
approaches final approval. Working in conjunttion with their middk management
executives, vice psidents, usually h m the hindional amas of marketing and
finance, becotne involveâ in aie decirion fbr final apprwsl. Upper management
m m b m have the ability to commit corporab fundr and provide final rrppiovrl whik
middle management mmben a n msponsibk for managing the sponwnhip
agreements. For smell campanies, there a n k a sole decisionniaker that
ovemees the entire approvd procuss. OMn, the approval begins and ends with the
m e t of the cornpany. Occarionally, office managers am involved in the eaily
stages of the sponmrdiip appmval pmœss k r small companies.
6.5 THE NATURE OF CORPORATE SPONSORSHIP
It a n be concludeâ frorn mis final section of the reseaich study that there is
cunsntly a suitabk provincial athletic policy in place to support corporate
sponsomhip in Ontario. OFSAA By-Law 6, Sedon 2(h) approves suficient
exposurs to companies to w m n t sponsomhip. Companies are interested in the
advertising exporure that rsaults from investing into a rchool through sponsomhip
of athktics. The mosl comrnon form of sponsonhip commitment fiom companies is
monebry contributions to the school ath#ic program.
The mojority of company respondents indicated that they klieved their companies
cou# knefit from the O F W By-Law that war paswd in 1996. The only cornmon
suggestion from rcwpondenb Ath regards to the OFSAA policy wes to increase the
size of the corporate logo on school unifom to make it more visible. This would
entiœ aven mon companies to consider sponsonhip.
School representatives should deariy indicate the vast amant of advertising
opporlunities that exist both M i n and outside of the school building through
sponwnhip agreements. Specific details about how the company can benefit from
the sponsonhip such as promising signage at games, displaying company logos on
studenb' unifomir. eqmsun on outdoor signs in fiont of the school, brief
rscognizing and thanking the sponsor in the s c h d newsletter, must k explaineâ in
92
Many people believe that increased corporate involvement in schools b the wave of
the future. Sponsorship of rcnondary school athletic program will become more
widespmad as companies bucorn awam that this type of sponsorship is pnniW.
It is m m m e n d d that school aaileüc administraton market the sponsomhip
opportunities more vigorously. School boards play a vital role in the developmnt
and equitabk distribution of sponwnhip benefits. They muet clowly monitor
corporate involvement in recondary school athletic pmgrams. They should not
interfbn with sponsomhip arrangements for the ne& three yean. Once this pend
ha8 elapsed, schod boards should study coigorate sponsorship in aidr districts to
ensure that no great inequities have developed. If this is a district-wide conœm,
perhaps a pooling of mourœs policy could k implemented to ensure that al1
students benefit qually fiom commrciol involvement in schools. Accompanied by
proper policies that a n effbcüvely monitorsd, student-athletes will gain substantial
benefits with increaseâ corponte involvernt in Ontario schools.
6.7 RECOMMENDATIONS FOR FURTHER STUDIES
The author of this study recarnmends that there be fumer research compleW on
this topic. First, a Iarger yet similar study should be completed to analyze coiporate
sponrorship in recondary school athletic program acmss the province of Ontario.
This study cwld then be mplicateû C encompass aie entire country. Second, a
cornparison beheen the msuîts of this study and the dissertation published by Dr.
Eric Fonyth entitled 'Sponsoring High School Athletic Prognms: The Efficts of
Orgcinizational Chamcteristicr, Buying Center Characteristics, and Organizations'
sense of Sodal Responsibility* mwld be useful. Thirâ, fbtther research should be
undertaken to analyze Company decision-making processes when evaluating
secondary school athletic proposais. Finally, miking in conjundon with OFSAA,
further research should be conducteû to refine provincial policies to increase
sponsorship opportunities without damaging the crsdibility of the school or the sport
APPENDICES
APPENDIX I
OFSAA Sponsorship Guideline
WSAA UNlfORM SPONSORSHIP POLICY 96 B Y U W 6. SECtlON 2thl
AI1 cornpetitors are expected to dress for Fedention Championships in uniforms that are mat. dean. conform to uniform requirements outlinad in the Standing Rules (Playhg Regulations). and which maintain the intcgrîty of the school'slAssociation's name, colours and logos. No spon club insignia on uniforrns shall be permitted. A spon dub is defined as a community, provincially or nationally based otganization whose primary purpose is participation in organized cornpetition in single or multi sport programs.
A uniform is defined as a top, a bottom, warm-up T-shirt and a track suit.
a Commerci J Sponsotship Criteria
Cornmerciai sponsorship may be tecognized on athletes' uniforms at Çedetrtion Championshipslevents provided the following criteria is met:
(il the product andfor service provided by the sponsor m u s be cornmensurate with the philosophiul ptaaices and policies of the Federation, the school. the Auociation and the local Board of Education:
(ii) only the samq singular sponsor may be ncognited on a team's set of uniforms; (iii) the manufacturer of the uniforrn rnay be tecognired as the sponsor. If the
manufaaurer is not the sponsor, then the manufacturer's logo must be displayad very discrtetly ke . smallet then 64 sq.cm. and not longer than 1 0cm.I
(iv) this critetia must be met both on and in the immediate vicinity of the cornpetitive area.
(b l Commerci al Sponsotship Placement Guidelines
Where uniform tops have sleeves, recognition of the sponsor must appear on one of either the len or right sleeve. The maximum area to be covered by the advenising on the sleeve is 64 sq-cm. (maximum length 10 cm.).
Uniforrn tops without sleeves may display sponsoonhip on the left or right breast of the uniform top. The maximum area to be covered by the advenising on the uniforni top without a sleeve is 24 sq.cm. (maximum length 8 cm.).
One piece of advoising, similar in nature to that permitted on the top of the uniform. will be permitted on the k f t or tight thigh. The maximum area to be covered by the advenising on the shonslbottoms is 64 sq-cm. (maximum î en~ th 10 cm.).
Wam-Up T-ShirtsKtack Suits
The petrnitted advenising on warm-up T-shirts and track suits will confotm to the criteria forfuniform tops and bottoms.
Sckools may choose whtlher to recognin sponsors on the sleeve or breast i tea of the uniforrn top.
If the manufacturer's logo is discrttt ke. smaller than 64 rq.cm. and nat longer than 10 cm.), then the sponsot's namt may be disptayed on the warm-up T-shirt andlor track suit-
(c) Failure to abide by al( aspects of this Section may resuit in disqualification from the federation Championship .
Juntm19,SQ!ii
APPENDIX II
Questionnaire Cover Letter
Date
Contact Nam Company Addmrr
Dear Contact:
A couple of wwks ago, ws spoke on the tekphon, and I introduœd myseîf as a shident who i8 currently woiking on a Master in Education thesis. My thesis topic io on Corponte Sponronhip in Secondary School Athbtics. I am cumtîy conducting a research ttudy that will invastigate aie emrging rok of commrcid invoîvement in interidiaol athletic programs.
Your assistance is very important to the success of this study. The fe888f~h will help aentify decisiin maken m i n 50 companies in the Greater Tomnto h a , who may k msponsibk in the decision making proœss regading mwndary school athletic proporols. General information frorn the study wil be made availabk to help mconday rchool adminirtnton devekp a marketing sûategy for a sponsomhip pioposal. W r i a Iimited population suwey, e a h wmpany that mpondr will make a signifiant contribution to the msults.
Endosed is a short fourgage questionnaire conWng af mainly mutüpk choiœ quemtions. You am assumd of compkte confdentiality. Information about you and your company W U NOT be made availabk to anyone. The questïonnaim ha8 an iûenMmüon number for mailing purpoms only. This L ro that your company may k checked off of the mailing list when the questionnaire is iaurned. Your nam or company WlLL NWER be placsd on the questionnain. You and your Company a n withdmw from this ihidy at a y tim.
If you bel that an indiviâual in your company is a mon, appropriate pemn to cornphte the questbnnaire, pkase forward it to that p m n . When compbteâ, p h s e either FAX the questionnaire to mcr at (905) 895-9390 or mail il in the attachd postage-paid envelop.
if you have any questions conœmin~ any aspect of my research Wdy. phase cal1 me al (005) 895-7578.
Your hdp is veiy much appmiated.
Kevin McHenry Masteh Candidate; Thwry and Policy Studh Program The University of Toronto
End.
APPENDIX III
Questionnaire
QUESTIONNAIRE In June of IgW, the Ontwio Fedeiaon of School AthMcs Association (OFSAA) passeâ a new by-law permitting cocporate athbtic sponronhip for secondrry school toms. Wiai nWng corb and dedining budgets, schooh have begun to seeû help h m companbs to mainWn thair sports programS. the intent of this qucNtknnaim is to study the emerging rok of corpomte invohmnt in îhe rponronhip of rcrcondary schwl athkac progmms. Ple~se answer the tblbwing questbns #s if e kcal s~condaty s&4d athletk department hed ptwented a sp0nSOrSnip prop0ssI to p u r m p e n y .
PART A: Genenl Inbiwt Levol Questions
Al. Ha8 your company ever rweived a sponromhip proposal from o secondary school aaiîetic depaftment? (Check the appropriate mponw)
A?. Hi8 your company ever sponwmd a secondary school athktic program or sctjvity? (Check the appropriate respnm)
A3. How Hkdy are you to sponsor a high richool athletic program or ac!iviiy? (Check the appropnrta msporise)
PART 8: Company Motivas Questions
61. When a company h considering ib coipomte responsibility to rrcondary school athW progmrm, the company il likdy to wnsiâet ib public image in the eyes of the communQI exposum from the sponromâ pmgnm. desire to support ducation. spanronhip goodwitl, ability to enhance aia prestige of the school. provide rdioîamhips for aaihbs, incisas8 business objechm, andlor company personal enjoymt.
Cide the kvel of importsnœ, to your company. mgarding your company's coiponte social isspanUbilRy in sponsoring semndary schod athletic progmms on each item on the next page of th& questbnnaim:
PuMi image S9orruinhi~em=Urn supoorteduootion - 9ooWll -P-@ Provids schoîamhips I n a # i s b u s i ~ # u ~ -mmlw -(-w=w
mewtlat important
3 3 3 3 3 3 3 3 3
MCY unimportant
1 1 1 1 1 1 1 1
~ s u v h a t Som- "=Y unimportant impoftant importent
2 3 4 2 3 4 2 3 4 2 3 4 2 3 4 2 3 4 2 3 4 2 3 4
PART D: Solitiüng SponsonMp Qmstioii.
PART E: Natun of Spononhip Questions
Companies That Have Been Presented With a Sponsorship Proposal By a Secondary School Athletic
Department
TABLE 2
Totals Answer
L
1
Yes
No 1
Don't Know L
Totals
Large Co. Small Co.
Number
7
8
1
16
%
43.75
50.00
6.25
100.00
Number
2
12
O
14
%
14.29
85.71
0.00
100.00
Nurnber
9
20
1
30
%
30.00
66.87
3.33
100.00
Companies That Have Sponsored a Secondary School Athletic Program or Activity
TABLE 3 Cornplnias that Hava Sponrond r Sacondry &h l Athietic Piognïn or
Acdhrÿ
I Large Co. I Small Co. I Totals
Yes
No
Don't Know
Totab 1 16 1100.00 1 14 1100.00 1 30 1100.00
Number
4
11
1
%
25.00
68.75
6.25
Number
1
13
O
%
7.14
02.86
0.00
Numôer
5
24
1
%
16.67
80.00
3.33
APPENDIX VI
Companies That Are Likeiy to Sponsor a Secondary School Athletic Program or Activity
I TABLE 4 Companim That Am Ukaly do Sponsor r Sacond.ry &hod AthWc Rognm
or ActMy
Totais Likelihood b
Very Likdy
Li kely
Unlikely
V e y Unlikely
Totals
Large Co. Small Co.
Nurnber
1
5
7
3
16
%
6.25
31.25
43.75
18,75
100.00
Numôer
2
5
3
4
14
%
14.29
35.71
21.43
28.57
100.00
Numbr
3
10
10
7
30
%
10.00
33.33
33.33
23.34
100.00
Category "Other" for Smaii and Large Companies' Towards Corporate Social Responsibility
Commnb Large Companies Small Companies
1. lncrease awamnesz, around Support underpihrileged athletics students I
2. Promote heaîthy living
Category 'Other" for Small and Large Companies' Towards Corporate Risk Factors
L
Commenîs 1
1.
2.
3.
îarge Companiets
Reputstion of the school
Conduct of athletes
Discipline of athletes
Smell Cornpanier
Commrcialization of schaols (comunity baddash)
APPENDIX IX
Rank Order of Cost of Sponsorship
TABLE t 1
Rank Order 1
Totals
Totals
Number 1 %
Large Co.
Numbei 1 %
SmlI Co.
Numhr 1 %
16 100.00 14 100.00
Rank Order of Cornpetition Between Cornpetitors
TABLE 12 Rank Order of Cornpetition -n Cornp.diton
Totals
l
v
1 L
2
3 L
4
S
6
Totals
Small Co. Rank Oder Large Co.
Number
1
1
2
2
2
8
16
%
6.25
6.25
f 2.50
12.50
12.50
50.00
100.00
Nurnber
O
O
O
1
2
11
14
%
0.00
0.00
0.00
7.14
14.28
78.58
100.00
Number
1
1
2
3
4
10
30
%
3.33
3.33
6.67
10.00
13.33
63.33
100.00
APPENDIX XI
Rank Order of Reaching Your Target Market
TABLE 13 Rank Ordei of h c h i n g Your Tug.t Market
Totale Rank Order
L
1 I
2 L
3 L
4 r
5
6
Totals
Large Co. Smaii Co.
Number
7
t
4
3
1
O
16
%
43-75
6.25
25.60
18.75
6.25
0.00
100.00
Number
6
4
1
2
1
O
14
Number
13
5
5
5
2
%
42.86
28.58
7.14
14.28
7-14
O
100.60
%
43.33
16.67
16.67
16.67
6.66
O
31)
O
100.00
APPENDIX XII
Rank Order of Quality of Sponsorship
TABLE 14 Rank Order of Qmlity of Spomnhip
1 Rank Oder / Large Co. Srnall Co.
Numôer 1 %
APPENDIX Xlll
Rank Order of Company's Exposure
Rank Ordot of Company's Exposum
Totals RankOrûei . Large Co.
1
2
3
4
5
6
Totals
Smali Co.
Number
3 3
3
5
2
O
16
%
6.25
6.25
6.25
31.25
12.50
0.00
100.00
Nurnber
2
3
6
2 1
O
14
Nurnber
5
6
9
7
3
O
30
%
14.28
21 -43
42.87
14.28
7.14
0.00
100.00
%
16.67
20.00
30.00
23.33
10.00
0.00
100.00
APPENDIX XIV
Rank Order of Return on lnvestment
L
TABLE 19 Rank Order of RWm on Investmont
L
Totals Srnall Co. Rank Order
%
12.50
0.00
0.00
12.50
43.75
31.25
100.00
I
1 r
2 L
3
4
5 L
6
Totals J
Large Co.
Number
3 O
O
1
6
4
14
Number
2
O
O
2
7
5
16
%
21.43
0.00
0.00
7.14
42.86
28.57
100.00
Number
5
O
O
3
13
9
30 -
%
16.67
0.00
0.00
10.00
43.33
30.00
100.00
APPENDIX XV
Companies Having a Set Criteria and Guideiines for Evaluating Sponsorship Proposais
large Co. Small Co. Totals
%
56.25
43.75
0.00
100.00
m
Nurnber
6
8
O
14
-
I
I
Yes
No
Don't Know L
Totals
%
42.86
57.14
0.00
100.00
Number
15
15
O
30
Number
9
7
O
16
%
I
50.00
50.00
0.00 I
100.00
APPENDIX XVI
Management Levels Having the Flexibility in Changing the Criteria and Guidelines for Sponsorship Proposais
TABLE 20 Managemont LeWs Having the Fkxibility in Chmging th C m and
Ouiddina L r Sponronhip Roporrk
Management I Large Co. I Slnall Co. Totals
1
UPP~ Middle
L m r
None
Totals
6
3
O
1
I O
60.00
30.00
0.00
10.00
100.00
8
2
O
O
10
80.00
20.00
0.00
0.00
100.00
14
5
O
1
20
70.00
25.00
0.00
5.00
100.60
APPENDIX XVll
Participants in Negotiations Considering Sponsorship Proposais
UPW 7 41.18
Middle 8 47.06 1
Lowsr 1 5.88
NIA 1 5.88 1
m a l s 17 100.00
Management Levels That Have the Authority to Approve Sponsorship Proposais ta the Final Stage
Management I Large Co. Small Co* Totals
UPW~ 7 43-75 11 64.71 18 54.54
Middle 8 50.00 5 29-41 13 39.40
Lowsr O 0.00 O 0.00 O 0.00
N/A 1 6.25 1 5.88 2 6-06
Totals 16 100-00 17 33 1 100.00
APPENDIX XIX
Management Levels Having the Finai Decision to Approve Sponsorship Proposals
TABLE 23 Managemant Levek Having th, Anal 0.cbkn to Appmva Sponronhip
1 Numkr 1 %
Middle
Lowr
NIA 1 6.25
Totals 16 100.00
Small Co. Totab
Numôer 1 I
% Numkr 1 %
By Whom Should Initial Contacts to Companies be Made
.r TABLE 24
&y Whom Should InMiil Contacb to Comprnkr k Mid.
( Management I """*
By a school board mprwentative on . 1 2 112.50
, khatf of the entire bard of ducation By a school npresentative on behatf 9 56.25
By a memkr of a school parent 1 6.25 , council on ôeîialf of s parüailrt school Dont Know 4 25.00
R I
Totals 16 100.0
Srnall Co. Totals
Initial Management Level Contacts
1- Totals
TABLE 26
Large Co. Small Co. Totals
17 1 100.00 1 16 1 100.00 1 3 1 100.00
Number
15
15
1
2
Number
5
11
O
1
%
45.45
45.45
3.03
6.07
%
29.41
64.71
0.00
5.88
1
Number
10
4
1
1
= %
62.5
25.00
6.25
6-25
Most Effective Way to Make Initial Contact With Company Decision-Makers Regarding Sponsorship
TABLE 26 Mort Elbcüva Way to Ylke nitkl Contact Wrth r Company Deckkii-Makar
Rogarding SponronMp 1
Method I Large Co. I Smll Co. i Totals 1
L
1
Fonnal Letter r
Telephone Cal1
In Person r
Totals
Number
14
2
7
3
26
%
53.85
7.70
26.92
1 1.53
100.00
Nuinber
9
1
7
1
18
%
50.00
6.65
38.90
5.55
10.00
Number
23
3
14
4
44
%
52.27
6.82
31 -82
9.09
100.00
APPENDIX XXlll
Sufficient Exposure to Warrant Sponsorship Under OFSAA By-Law 6, Section 2(h)
TABLE 27 Suflicient Expowm to Wsmnt Sponsonhip Under OFSSA By-Law 6, Sacfion 2(h) I -
Totals SmaH Co. ûecision Large Co.
Rank Order of a 64 Square Centimetre Logo on the Athletes' Sleeve
TABLE 28 Rank Oder of r (W Sqmn Contimmtm Logo on th. Aaikd#' Skam
Tohls Rank Order
1
1
1 L
2
3 '
4 L
Totals
Large Co. -
Small Co.
Number
3 6
1
4
14
%
21 -43
4 2 M
7.14
28.57
100.00
Number
8
2
2
2
14
Number
il
8
3
6
28
%
57.16
14.28
14.28
14.28
100.00
%
3g.29
28.57
10.71
21 -43
100,W
APPENDIX XXV
Rank Order of Signage at Games
TABLE 29
A
Rank Oder iarge Co. r
%
Small Co.
Numbr 1 %
4 L
Totab
O
14
0.00
100.00
Rank Order of Brief Coverage Recognizing and Thanking the Sponsor in a School Newsletter Sent
Home to Parents
L
TABLE 30 Rank Oder of B W Covw8gm Recognidng and Thanking the Sponror in 8
School NewsWt &nt H o m to Prnnf, r
Rank Oder r
1
L
1
2 1
3
4 L
ToWs
Totals
Number
5
4
4
15
28
%
17.86 1
14.29
14.29
53.56
100.00
Large Co. Srnall Co.
Number
4
1
1
8
14
Nurnôer
1
3
3
7
14
%
28.57
7.14
7.14
57.1 5
100.00
%
7.14
21.43
211.43
50.00
100.00
Rank Order of 3 -5 Day Exposure on an Outdoor Sign in Front of the School
TABLE 31 I Rank Order
L
1
2 1
3 1
4 r
Totals
Tofals
Number
6
4 -
12
6
28
Small Co.
% 1
21 -43
14.29 1
42.85
21.43
100~00
Number
4
2
5
3
14
iarge Co.
%
28.57
14.28
35.72
21 .43
100.00
Nurnber
2 2
7
3
14
%
14.28
14.28
50.00
21.44
100*00
Category "Other" for Small and Large Companies' Towards Sponsorship Contributions
1
1. Appanl and footwar Goods to rafle
Number of Small and Large Companies that Would Like a Copy of the Questionnaire Results
TABLE 36 Numkr of &MI[ and Lame Comprnb Thit Would L#u r Copy of th.
Questionnrim k u b
Method w
l
L
Yes I
No L
Total8
Small Co. Large Co. Totals m 1
Number
3
13
16
%
18.75
81 .25
100cOO
Numbtw
3
11
14
-
%
21 -43
78.57
100.00
Number
6
24
30
%
20.00
80.00
100.00
APPENDIX XXX
Industries of Large Companies That Responded to the Questionnaire
Insurance Company
Pmperly Management Company
F inancial Company
Restaurant Chain
Human Resoums Consultant Agency
Automobile Company
Cornputer Company
Tekcommunications Company
Sporting Appanl Company
Beverage Company
Candy Company
Business Supplies Company
Co- Rebil Chain
TOTAL
APPENDIX XXXl
Industries of Small Companies That Responded to the Questionnaire
Telecommunications Conwltant
Real Estate
Business Supplies Store
. Retail Store
Private Investigation Consubnts
Window and Door Company
Tmvel Agent
Television and VCR Repair Shop
Car Dealership
Financial Consultant
TOTAL
Large Companies That Were Very Likely to Sponsor Secondary School Athletic Programs
Sporting Appsnl Company
Large Companies That Were Likely to Sponsor Secondary School Athletic Programs
bverage Company
Restaurant Chain
Automobile Company
Business Supplies Company
Candy Company
Small Companies That Were Very Likely to Sponsor Secondary School Athletic Programs
Business Supplies Store
Teevision and VCR Repair Shop
APPENDIX XXXV
Smaii Companies That Were Likely to Sponsor Secondary School Athletic Programs
g
Real Estate Agent
Travel Agent
Automobile Dealenhip
Retail Store
Financial Consultant
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