n African Journal for Physical Health Education, Recreation and Dance - Cause-related sport marketing : sponsors image, cricket popularity, sponsorship congruence and purchase likelihood of the sponsor's products s management and marketing - : sports management and marketing

Volume 18 Number sup-1
  • ISSN : 1117-4315


Sponsorship as a marketing communications tool has increased in the past two decades. There is also a general acknowledgement that sponsorship is a valuable sphere within the marketing concept by which majority of organisations plan to extend their hand in sponsorship. Despite the growing role of sponsorship, the popularity of a sport, sponsors image in cause-related marketing research has been scarce in South Africa. The purpose of the study was to examine the relationship between sponsors image and the popularity of cricket with sponsorship congruence and purchase likelihood of the sponsor's products. The study employed a cross-sectional quantitative survey design and reports on the results from a survey of cricket fans in Southern Gauteng, South Africa. Mini cricket was chosen as a sport because it is currently sponsored by a company which promotes the sport at gross-roots level for children and it is proposed that there is a semblance of cause-related marketing effects with such a sponsorship. Findings show a positive relationship with regard to the image of the sponsor, the popularity of the sport, sponsorship congruence and purchase likelihood of the sponsor's products. In terms of predictive relationships, the image of the sponsor and the popularity of the sport of cricket showed significant relationships with perceived congruency. Perceived congruency in turn showed significant relationship with the purchase likelihood of the sponsor's products. The findings imply that cause-related sponsorship can be useful in predicting fans purchase intentions of the sponsor's products.

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