AN INVESTIGATION INTO SPORT SPONSORSHIP AS A MARKETING TOOL A STRUCTURED LITERATURE REVIEW

📄 Project Abstract

Sport sponsorship has grown to be an important part of the marketing communication mix for companies over the past decades and it is also an important source of income for sports entities. This thesis aims to look at sports sponsorship as marketing communication tool, regarding the issues of the objectives with the sponsorship, selection of sports entity to sponsor and effect measuring of the sponsorship. In our study, we have discovered that image building, relationship marketing and sales increases are three important objectives for sport sponsorship, the relevance and long-term impact are major selection criteria for the sponsorship and furthermore that the evaluation methods of sponsorship tends to be more informal than described in theory. The study investigate the main objectives of the sponsoring companies in sport and compares the views of company and sport managers. The data collection instrument was likert scale made questionnaire which was accepted by experts. The statistic...