Corporate sponsorship :Virginia Tech women's athletics and Sara Lee

Abstract

<p>The cost of putting on major sporting events and running athletic departments continues to escalate. This produces a need for new ways to generate money; one way is through corporate sponsorship. To garner a sponsorship there must be a match between the sponsor and the university, sport. or event that is receiving the sponsorship. Sara Lee is the type of corporation that has the make up and interest to explore the sponsorship of a female athletic program. They are already in a partnership with the NCAA. Virginia Tech is striving to reach a level of compliance with Title IX and the mandates of the NCAA regarding gender-equity. At the present time Virginia Tech fields seven women sports at the varsity level and has proposed the addition of two - three additional sports for women in the next four years. In order for this growth to occur, the athletic department budget will increase by between twelve and twenty percent.(Virginia Tech Equity Plan) With a strong support from corporate sponsorship the students will not have to incur this great cost and other programs funded by the Athletic Department will not have to suffer substantial cuts. The following is a proposal for sponsorship of several of Virginia Tech's women's sports by the SARA LEE corporation.</p>