DBA grad hits 'hole in one' with sponsorship study
by Joseph Mula
In
today's world everyone has to make every swing count. Golfers aim to hit as
many par holes as possible if not a hole in one. It is no different in
education.
But if you can gain a degree while at the same time gaining a competitive edge for your company then you have hit many holes in one in the same game. That is what Dr Aylwin Tai has just achieved.
A recent graduate of UniSA’s International Graduate School of Management DBA program, Dr Tai has managed to save his company $US50,000 by undertaking a major research study into critical factors that attract and retain sponsors of sports events.
"Our company needed to understand what would attract a sponsor to part with US$4-8 million for just one golf tournament and keep returning the next year," says Dr Tai.
"Before I completed the research we had no scientific evidence to show sponsors – now we have the evidence."
But the story does not end there.
One of the key findings from the study was that TV coverage and highlights was an important factor in attracting sponsors and spectators alike.
With this information Dr Tai's company signed up the rights for broadcasting golf in China.
"Now anyone who wants to televise National Open Golf Championship in China has to come through us. That's worth mega millions."
As a result of completing his DBA Dr Tai not only saved paying a consultant but also has gained intellectual rights and other business opportunities that will continue to work for his company into the future.
"That is a great return on my investment," he said.
How's that for multiple holes in one?