n Communicare : Journal for Communication Sciences in Southern Africa - Factors affecting decision-making in South African sport sponsorships, C.H. van Heerden : research forum

Volume 21, Issue 1
  • ISSN : 0259-0069



This study explores the theoretical construct of sports sponsorship and where they fit into general public relations, marketing and sports marketing theory. The direct expenditure in the local sports sponsorship industry is estimated at close to R2 billion compared to a world-wide figure of $20 billion. However, existing marketing and PR literature is inconclusive about the role of sports sponsorship in the marketing mix or PR strategy. The literature review found that marketing and PR texts do not significantly cover sponsorship. This means that the sponsorship body of knowledge as it relates to marketing and PR is largely uncharted.

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