Research Scholar, Department of Commerce and Research Centre Bharath College of Science and Management, Thanjavur – 613 005

Dr. K. KUMAR, Principal and Research Guide
Department of Commerce and Research Centre Bharath College of Science and Management, Thanjavur – 613 005 Affiliated to Bharathidasan University, Tiruchirappali – 620 024


Broadcasting firms, event managers, commercial sponsors and advertisers affiliating themselves with events is a regular phenomenon. According to Cunningham et al. 1992 the events’ being sponsored by different commercial entities is a big enterprise of its own that has grown since the mid-19th century. Event organizers recognize the value of publicity and routinely partner with media companies to gain media coverage of their events (Stevens 2005). Many studies have been conducted in the field of event sponsorship as a strategic promotion tool, especially in the context of athletic events. In fact, sport has almost gained the status of a medium in itself due to the massive visibility that it generates (Collin & Wilkins 2000). Hence, media and events are not always detached or removed from the other. The word ‘media’ has never meant so much and it is no longer merely a medium for advertising it now accepts and makes space for things such as sponsorship and events Collin & Wilkins (2000). However, how media companies use events as part of their media concepts, creating and selling events as part of media selling to advertising clients is an incident that is astonishingly unfamiliar academically. In the past few decades, this industry has witnessed a significant development that has shifted the fundamental characteristics of the business environment. Technological advancement has drastically increased the number of content creators and there is more competition than ever to grasp the attention of advertisers and consumers alike (Ots 2008). Conventional media outlets are now not only facing increased competition from contemporary media, but also intensifying competition with each other. The number of niche media products and brands catering to smaller audiences is on a steady rise. (Oyedeji 2007) Consumers have also evolved – their needs, the kinds of content they desire, and their ways of obtaining information, news and entertainment. These changes have been driven by technological developments, lifestyle and economical aspects during the recent few decades.