What communication methods work for sports events? An analysis of the FedEx St. Jude Classic
Abstract
This paper applies the concept of the marketing communications audit to one company's involvement with a Professional Golf Association (PGA) tournament event. According to Hargie and Tourish (2000), communications audits aid a firm in evaluating and improving the effectiveness of marketing communications strategies. The current paper applies the audit to Federal Express (FedEx) and the St. Jude Classic. FedEx's involvement in the tournament as the title sponsor serves the firm's business on multiple levels; business-to-consumer; business-to-business; and, firm to community. The audit reveals the FedEx marketing communication messages resonate well with the various targeted segments; yet, based on the audit's results, FedEx could improve on the effectiveness by reallocating resources to the most effective media. Copyright © 2007 Inderscience Enterprises Ltd.
Publication Title
International Journal of Sport Management and Marketing
Recommended Citation
Schimmel, K., Clark, J., Irwin, R., & Lachowetz, T. (2007). What communication methods work for sports events? An analysis of the FedEx St. Jude Classic. International Journal of Sport Management and Marketing, 2 (3), 301-315. https://doi.org/10.1504/IJSMM.2007.012407
