Partnering With Business: What's In It For Them?

Authors

  • John L. Crompton

Keywords:

sponsorship, donations, businesses, motives, benefits.

Abstract

The benefits sought by businesses when they enter into partnerships with recreation and park agencies are identified. Sponsorship benet1ts can be classified into four broad categories: increased awareness, enhanced image, product trial or sales opportunities, and hospitality opportunities. The potential role of each of these benefits in facilitating the product adoption process is discussed. Corporate philanthropy is an oxymoron because even though some corporate contributions may be technically accepted by the IRS as donations, they are not, in fact, altruistic. Four primary motives are identified which undergird corporate donations to park and recreation agencies. They are: product trial, public relations, healthy community context, and employee development and morale.

Published

1997-10-03

Issue

Section

Regular Papers