oa Communicare : Journal for Communication Sciences in Southern Africa - The communication objectives of sport sponsorships
Sport sponsorship is increasingly used as an organisational communication tool. Its effective use is generally diminished by a lack of coordination with greater organisational communication objectives. The alignment of the objectives of sport sponsorship with an organisation's greater communication objectives as a means of increasing sport sponsorship's effective use is discussed. The validity of differentiating between objectives of sport sponsorship for public relations and for marketing communication objectives was tested amongst a sample of South African sponsors, and a measuring instrument of sport sponsors' communication objectives was developed
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