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ERIC Number: ED465738
Record Type: Non-Journal
Publication Date: 2002-Mar
Pages: 22
Abstractor: N/A
Reference Count: N/A
"What's in It for Us?" Rethinking Corporate Sponsorships in Interscholastic Athletics.
McFarland, Allison J.
The challenge of funding new athletic programs with no additional tax revenue has forced school districts to supplement their budgets with gate receipts, team fund raising, and corporate sponsorships. Interscholastic athletic directors and school administrators face the challenge of balancing the concepts of idealism and pragmatism. Corporate sponsorship is very prevalent in high school sports. Research indicates that from 1990-2000, corporate sponsorship of school programs and activities increased by 248 percent. However, corporate involvement in schools often goes beyond self-serving philanthropy to become commercial opportunism. Some school districts have passed commercial free school legislation banning commercialism in schools. It is the responsibility of athletic directors and school administrators to ensure that school-business relationships are based on sound principles that contribute to a high quality education. Guidelines for successful partnerships include establishing a business advisory council, evaluating and assessing the partnership on a regular basis, keeping corporate-sponsored materials as noncommercial as possible, and granting the district the final decision over advertising and product placement and content. (Contains 33 references.) (SM)
Publication Type: Opinion Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A