The creation of a post-secondary sport marketing alliance: Tapping the sponsorship potential for Canadian post-secondary sport

In the world of Canadian post-secondary sport there has been a common recurring issue that has affected many athletic departments: the lack of available funding. Danylchuk and MacLean (2001) stated that funding in Canadian post-secondary sport is at crisis levels. Semotiuk (1986) suggested innovation was the route to follow to reduce funding concerns and that Canadian Interuniversity Sport institutions seek solutions through increased corporate sponsorships. Since that time American institutions have sought and implemented innovations through the formation of sport alliances in their sponsorship campaigns that have reaped results.;The paper provides the basic background information to outline the past and current conditions that have lead to serious funding concerns. It also offers a series of three figures that: (1) illustrate possible communication avenues for the model; (2) provide a corporate sport sponsorship framework upon which the proposed model is based, and; (3) provide an illustration of the proposed model for a post-secondary sport marketing alliance. By providing this information it allows Canadian post-secondary athletic departments to familiarize themselves with this promising concept for revenue generation and by providing an implementation process it enhances the chances for the model to be accepted.;In an effort to increase sponsorship revenues for athletic departments in Canada, this conceptual paper has proposed the development of a post-secondary sport marketing alliance. To support the alliance, a model has been developed to provide guidance and structure.