Public preferences for park and recreation sponsorships

Corporate sponsorships assist park agencies in their effort to provide quality recreation opportunities. Awareness of public support for sponsorship as well as public preferences for specific sponsorship activities will help agencies devise more effective sponsorship programs. In this study, the public's support for sponsorship of a metropolitan park agency was examined. A questionnaire was mailed to park magazine subscribers and assessed the public's attitudes toward sponsorship activities and conditions, on-site sponsor identification, and types of sponsors. Respondents felt slightly favourable toward the overall concept of corporate sponsorship, but felt less favourable toward sponsorships where only one company could be an official sponsor and those that involve on-site advertising. Recreation, home and garden, and health care companies were viewed as the most appropriate sponsors. Results suggest that corporate sponsorships can be successful if their commercial importance is communicated to visitors and if their impact upon the recreation experience is communicated to corporate managers.