n South African Journal of Economic and Management Sciences - Identifying associations between sport sponsorship decision-making variables
|Article Title||Identifying associations between sport sponsorship decision-making variables|
|© Publisher:||University of Pretoria|
|Journal||South African Journal of Economic and Management Sciences|
|Author||C.H. Van Heerden and P.J. Du Plessis|
|Publication Date||Sep 2004|
|Pages||427 - 439|
|Keyword(s)||39, L83 and M31|
ISI Social Science
Sport sponsorship spending in South Africa has increased steadily. This paper discusses the findings of an exploratory study into key sponsorship decision-areas, namely the setting of sponsorship objectives, the integration of marketing communication variables into sponsorship to create a leverage effect, and the measurement of sponsorship success. It is argued thatfor a sponsorship to be successful certain associations should exist between these key decision-making areas and also among elements internal to each of these areas. The main findings are that the respondents indicated a bias towards setting media related objectives that will subsequently enable the sponsors to use media-related measurement tools. It is recommended that sponsors should develop alternative methods to measure the effectiveness of their sponsorships.
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