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Abratt, Russell, Brian C. Clayton, and Leyland F. Pitt. "Corporate Objectives in Sports Sponsorship." International Journal of Advertising 6, no. 4 (1987): 299–312. http://dx.doi.org/10.1080/02650487.1987.11107030.
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Tarmudi, S., M. H. Jeinie, M. F. S. Bakhtiar, S. A. Jamal, N. Othman, and I. R. Razak. "Corporate Sponsorship for Sports Events in Malaysia." Advanced Science Letters 21, no. 6 (2015): 1915–17. http://dx.doi.org/10.1166/asl.2015.6159.
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Hozack, William J., Chitranjan Ranawat, and Richard H. Rothman. "Corporate sponsorship and research." Journal of Arthroplasty 18, no. 8 (2003): 953. http://dx.doi.org/10.1016/j.arth.2003.10.009.
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Dumitru, Iulian, and Florin Nichifor. "Contemporary dimensions of sports sponsorship." Timisoara Physical Education and Rehabilitation Journal 7, no. 13 (2014): 133–39. http://dx.doi.org/10.1515/tperj-2015-0023.
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Abstract Marketing developed close relation with sponsorship since the beginnings of the industrial era of sports. The relation has transformed in a stable relation, the two forces - the sponsor and the sponsored - transforming into two companions of journey. The effort undertaken in this work was focused on analyzing the modern aspects of the partnership generated through sports sponsorship.The current issue and sport sponsorship has come a long way since the first action of its kind until now. Based on the presentation of new concepts on the development efforts in sport sponsorship, content provides a detailed analysis of the actual specifics of this type of activity. Analysis of influence vectors sponsorship process gives us a picture of the forces that can act on this. At the end of our research we focused attention on elements that empowers sports portfolio in terms of corporate interest, the potentiation commercial message and image association. This technique of promotional community for and through sports is maybe the one that manifests the most “laic” status among the promotional forms. This epithet implies a metaphorical approach given by the possibility of accomplishing some objectives that can have some more obvious “corporality” than in the case of the other forms of promotion used in the sports industry. Sports sponsorship has been an early ally of sports, and has remained a basic communicational technique. This fact is due to some determination in double sense: on the one hand, sport has adapted permanently to the dynamics of the range of sponsorship techniques and, on the other hand, the sponsorship tried to use the chameleon-like offer of the sports potential.
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Kim, Junsung, and Hojin Jung. "Analysis of Corporate Sales Performance Improvement through Sports Sponsorship." Journal of the Korea Contents Association 15, no. 12 (2015): 550–59. http://dx.doi.org/10.5392/jkca.2015.15.12.550.
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Narayan, Paresh Kumar, Badri Narayan Rath, and K. P. Prabheesh. "What is the value of corporate sponsorship in sports?" Emerging Markets Review 26 (March 2016): 20–33. http://dx.doi.org/10.1016/j.ememar.2016.02.003.
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Blake, Julian, Sonja Fourie, and Michael Goldman. "The relationship between sports sponsorships and corporate financial returns in South Africa." International Journal of Sports Marketing and Sponsorship 20, no. 1 (2019): 2–25. http://dx.doi.org/10.1108/ijsms-12-2016-0088.
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Purpose Sponsorship is a major contributor to income in the South African sports arena, and is a critical component allowing sports unions to remain financially viable and sustainable. Sports sponsoring companies, however, have long questioned the financial returns generated from these ventures. The purpose of this paper is to understand whether financial returns of companies with sports sponsorship in South Africa are significantly different to those without. This research was conducted on Johannesburg Stock Exchange (JSE) listed companies that sponsored sport consistently between 2000 and 2015 for a period of two years. A quantitative methodology was employed whereby share price, revenue and earnings growth were analysed, comparing firms that did not adopt strategies involving sports sponsorships to those that did. Design/methodology/approach A quantitative methodology was employed, whereby share price, revenue and earnings growth were analysed, comparing firms that did not adopt strategies involving sports sponsorships to those that did. South Africa is an emerging market and a member of the BRICS Forum ranked 14th in the sport sponsorship market globally (Sport Marketing Frontiers, 2011), becoming increasingly dominant in the global sports industry (Goldman, 2011). The population consisted of JSE-listed Main Board and alternative exchange companies that participated in any form of consistent sports sponsorship in the given time frame: 2000-2015, where the company’s share price, revenue and earnings per share (EPS) data for the period were available from the INET BFA database. The JSE is ranked 17th in terms of market capitalisation (over $1 trillion) in the world, being the largest stock exchange on the African continent with over $30bn being traded on average monthly. Multiple journals today publish research done on the JSE, for example the International Journal of Sports Marketing and Sponsorship, Investment Analysts Journal and the South African Journal of Accounting Research. This stock exchange is 125 years old and has over 400 listed companies of which 358 are domestic (Kruger et al., 2014). Findings Results show that companies involved in sports sponsorship during the period analysed did not experience enhanced share price or revenue growth in excess of those companies not involved in sports sponsorship. As a whole, sports sponsoring companies did however experience greater income growth (EPS) than those companies not involved in sports sponsorship. Enhanced revenue growth was found in the consumer services sector, indicating that sport sponsorship in this sector drives brand image and recall resulting in enhanced revenues. These results though indicate that a multitude of differing objectives may exist for companies engaging with sports sponsorship, with increased sales not the singular objective. In general it is concluded that sports sponsorship is considered to achieve a broad spectrum of outcomes that are likely to contribute to increased profitability. Research limitations/implications The relatively small size of 40 firms on the JSE in the South African sports sponsorship market is a limitation for this research. The purely quantitative approach limited the ability to gain the required level of insight into those sectors with small samples, which a qualitative study would reveal. SABMiller as example could not be analysed against its sector peers, given that it is one of the most prominent and consistent sports sponsors in South Africa across all major sporting codes. The telecommunications sector was represented entirely by companies that were involved in sports sponsorship and, hence, no in-depth comparison could be conducted within this sector. Vodacom, a major sponsor of sport in South Africa, could not be compared with its peers utilising purely financial and statistical methods. Cell C is one of the most prominent sponsors of rugby in South Africa, through its title sponsorship of the Cell C Sharks, and was not included in this study as it is not listed on the JSE. It is suggested that such companies should be included in a qualitative study approach. Practical implications The results of the Mann-Whitney U test for the consumer services and financial sectors confirm no significant difference in EPS growth for companies utilising consistent sports sponsorship as part of their marketing mix to those that do not. The consumer services sector has seen above-average revenue growth from sports sponsorship compared with its sector peers; however, the sector was unable to convert this increased revenue growth into increased profits, suggesting that the cost of sponsoring, as well as the operating costs associated with sports sponsorship, counteract any growth in revenue. Social implications The sample of sports-sponsoring companies experienced a larger annual mean EPS growth rate of 30.6 per cent compared to the remaining JSE Main Board companies which grew EPS annually at 27.4 per cent. The results of the Mann-Whitney U test confirm a significant difference in EPS growth for companies utilising consistent sports sponsorship as part of their marketing mix. From a practical interpretive perspective, this result reveals that those companies in South Africa involved in sports sponsorship consistently attain greater than market-related profit growth. This poses some interesting points for discussion, given that revenue growth was not statistically different, which suggests that many sponsors are utilising the sponsorships for purposes other than sales growths that result in a profitable outcome. The potential range of options is large but would likely comprise the creation of stronger supplier relationships, resulting in optimised business inputs. Sponsors might be utilising sponsorships to improve corporate social status, which assists them in creating regulatory compliance, in some instances. Additionally, these sponsorships may be utilised to maintain key client relationships that provide the highest levels of profitability, and whilst this might not grow revenue through new business acquisition, it may result in higher profitability as a result of a loyal and stable customer base. Originality/value Much of the available research focusses on the sponsorship of specific sporting events and the share price impact thereof at specific occasions like the announcement, renewal and termination. Where research is conducted across a multitude of sporting events and codes, this predominantly focusses on share price performance only, with varying and somewhat inconclusive results. There is little research focussing on wider, more comprehensive sets of sponsored events and sporting codes, and that seeks to provide an understanding of financial returns for sponsoring properties. In a study of more than 50 US-based corporations it was found that, as a group, corporations which consistently invested in sports sponsorships outperformed market averages, and that those with higher sponsorship spend achieved higher returns (Jensen and Hsu, 2011). The study utilised descriptive statistics. More analysis, utilising detailed statistical analysis, is required to better understand the effects of sponsorship on the wider set of variables analysed. In this case, a five-year compound annual growth rate was calculated for stock price appreciation, total revenue, net income and EPS, and analysed descriptively with only means and standard deviation. Measurement of such variables assists with an understanding of the materialized results of sponsorship as opposed to much of the work in this field, which analyses market reactions to sponsorship announcements.
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Jedel, Joanna. "Research on strategies of sport event sponsorship." Współczesna Gospodarka 9, no. 4 (31) (2018): 51–62. http://dx.doi.org/10.26881/wg.2018.4.05.
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The purpose of this article is to analyse and understand sports sponsorship based on a study of corporate sponsorship and its strategies. The paper adopts the survey method to present the power of sports sponsorship, examine enterprise-sponsored sports and the purpose of sponsorship. This research will rely on the literature and case-study data drawn from specific instances of sports sponsorship.
 Methodology – This research study takes advantage of the survey method, questionnaires, SPSS software, comparative analysis, literature review, contrastive analysis, descriptive statistics, comparison, inference and conclusion.
 Findings – Attempt to find a relation between television broadcast, corporate logo, and the correlation of cumulative audience, the level of competition, athletes; determine the significance of individual factors; determine the degree of correlation between the impact of a sports event on the image of the sponsor.
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CAPOZZI, JAMES D., ROSAMOND RHODES, and JEANNE L. DELSIGNORE. "MEDICAL EDUCATION AND CORPORATE SPONSORSHIP☆." Journal of Bone and Joint Surgery-American Volume 85, no. 1 (2003): 168–70. http://dx.doi.org/10.2106/00004623-200301000-00035.
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Cunningham, Stephanie, T. Bettina Cornwell, and Leonard V. Coote. "Expressing Identity and Shaping Image: The Relationship between Corporate Mission and Corporate Sponsorship." Journal of Sport Management 23, no. 1 (2009): 65–86. http://dx.doi.org/10.1123/jsm.23.1.65.
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Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identity-sponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune 500 companies’ online sponsorship policies and mission statements is followed by cluster, factor and multinomial regression techniques. Results show that corporate identity, as reflected in mission statements, matters to sponsorship policy. Specifically, companies emphasizing financial success in their mission statements prefer to sponsor individual athletes, education, the environment and health-related activities. Alternatively, companies stressing the importance of employees demonstrate a propensity to sponsor team sports, entertainment, religious, community, charity and business related activities. Reasons for these strategic differences are discussed.
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Maldonado-Erazo, Claudia Patricia, Amador Durán-Sánchez, José Álvarez-García, and María de la Cruz Del Río-Rama. "Sports sponsorship: scientific coverage in academic journals." Journal of Entrepreneurship and Public Policy 8, no. 1 (2019): 163–86. http://dx.doi.org/10.1108/jepp-03-2019-106.
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PurposeSports sponsorship is considered a business strategy that allows for the mutual benefit of both parties; the sponsor achieves to position and make its brand known and those sponsored obtain the income required to finance their corporate, marketing and communication objectives. The purpose of this paper is to identify the scientific production on this subject indexed in Scopus.Design/methodology/approachIn order to fulfill the proposed objective, it is studied and analyzed scientific activity by means of the “Bibliometric Analysis” methodology, using indicators of productivity, dispersion, collaboration and citation. These indicators are applied to a database composed of 484 articles on sports sponsorship.FindingsThe most relevant researchers are identified by using two different criteria, the production and citations received, as well as providing information on which approaches or lines of research on the subject have not been followed or have not been studied in-depth sufficiently.Originality/valueThis is a novel study, since it provides a global view of research carried out in this field at international level.
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Copeland, Robert, Wendy Frisby, and Ron McCarville. "Understanding the Sport Sponsorship Process from a Corporate Perspective." Journal of Sport Management 10, no. 1 (1996): 32–48. http://dx.doi.org/10.1123/jsm.10.1.32.
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Canadian corporations with advertising budgets in excess of $50,000 Cdn that are currently involved in sport sponsorship were contacted through a mailed survey. They were asked about the length and nature of their sport sponsorship involvements, the criteria used to select events, post-event evaluation methods, and reasons for discontinuing past sponsorships. The results revealed that these companies valued sport sponsorship as an important form of marketing communication but supplemented sponsorship initiatives with a variety of other communication measures. None viewed sponsorship as a philanthropic exercise. Respondents repeatedly noted the importance of return on investment in making sponsorship decisions. They valued exclusivity, public awareness, and positive image above other criteria when selecting sponsorship opportunities. Most of the sponsors had discontinued a sponsorship relationship in the past. Furthermore, only one-third of the sponsors felt that the benefits exchanged with sport organizers were fair and equitable.
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Miragaia, Dina A. M., João Ferreira, and Vanessa Ratten. "Corporate social responsibility and social entrepreneurship: drivers of sports sponsorship policy." International Journal of Sport Policy and Politics 9, no. 4 (2017): 613–23. http://dx.doi.org/10.1080/19406940.2017.1374297.
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Jagodic, Tone, and Zlatko Mateša. "Some aspects of legal regulation of sports marketing." Zbornik radova Pravnog fakulteta u Splitu 58, no. 1 (2021): 1–14. http://dx.doi.org/10.31141/zrpfs.2021.58.139.1.
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There are different marketing activities generating money for sport subjects depending on their properties which are offered for commercial exploitation. Marketing consists of different tools and ways how to generate money for sport such as selling of broadcasting (TV) and media rights, sponsorship, merchandising, licensing, ticketing, charities, donations, patronages. From the legal point of view, it is interesting to explore how different marketing tools are regulated. Certain parts of marketing matters are covered by legal rules. In 2011 Commission on Marketing and Advertising of the International Chamber of Commerce (ICC) issued the latest version of the ICC International Advertising and Marketing Communication Code. The document applies to different forms of sponsorship relating to corporate image, brands, products, activities or events of any kind. It includes sponsorship by both commercial and non-commercial organizations. The basic connection represents association between sports property and sponsor brand as a tool how to transfer image of the sport to the sponsor. The nature of the Code implies good governance in the field of sponsorship. Special attention deserves the principle of respecting the sponsorship property. The Code represents a useful opportunity for companies, business, associations, courts of law, public authorities, self regulatory bodies on national and international level and other institutions which are supposed to solve disputes in sponsorship cases. European Union law together with national legislation of EU members have set up rules for advertising sector of TV broadcast. Television without Frontiers Broadcasting Directive consists with the detailed time and other limitations for different situations. As EU directive does not regulate visual coverage of sponsor logos and other insignia visible during sport competition on TV that means that sponsors and other subjects do not need to respect rules of the directive. In the absence of formal legislation on national and international level the ICC Code represent a very useful tool to handle sponsorship agreements and possible disputes which could arise from them. The Code is designed primarily as an instrument for self-discipline. On the other hand it is also intended for use as an interpretative aid for the parties in the clarification of uncertainties arising under the sponsorship, as well as a reference for courts or arbitrators in sponsorship disputes.
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Farrelly, Francis John, Pascale G. Quester, and Richard Burton. "Integrating sports sponsorship into the corporate marketing function: an international comparative study." International Marketing Review 14, no. 3 (1997): 170–82. http://dx.doi.org/10.1108/02651339710170249.
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Arthur, David, Don Scott, and Terry Woods. "A Conceptual Model of the Corporate Decision-Making Process of Sport Sponsorship Acquisition." Journal of Sport Management 11, no. 3 (1997): 223–33. http://dx.doi.org/10.1123/jsm.11.3.223.
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The general acceptance of sport sponsorship by corporate and sporting worlds alike has led to a situation whereby corporations receive from hundreds to thousands of unsolicited proposals annually. Despite this, there is a general lack of systematic research into sport sponsorship with little information in existence as to how corporations decide between alternative properties. In an attempt to address this situation, this paper develops a conceptual model of the sport sponsorship acquisition process based on the basic tenets of organizational purchasing behavior, contemporary literature on sport sponsorship, and the results of a qualitative study. It is anticipated that the Sport Sponsorship Acquisition Model will form the basis for further scholarly research to ascertain the precise nature of the acquisition process.
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Gillooly, Leah, Philip Crowther, and Dominic Medway. "Experiential sponsorship activation at a sports mega-event: the case of Cisco at London 2012." Sport, Business and Management: An International Journal 7, no. 4 (2017): 404–25. http://dx.doi.org/10.1108/sbm-04-2016-0015.
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Purpose The purpose of this paper is to explore the application of event design principles in the creation and execution of effective experiential sponsorship activations (ESAs) by B2B brands and examine the challenges posed by the sponsorship context to sponsors seeking to create ESAs, with proposed potential solutions. Design/methodology/approach A case study of Cisco’s ESA activities as part of its London 2012 Olympic and Paralympic Games sponsorship activation is developed, drawing on interviews with key Cisco employees and secondary sources of data, both internal and external to Cisco. Findings Blending the event design principles typically associated with B2B events with those more commonly found in corporate hospitality or B2C events enables sponsors to address the cognitive needs of attendees as business representatives, while also satisfying their needs as individuals seeking more sensorial experiences. Effective use of event design principles, creative marketing and promotion, and collaboration with other sponsors allow brands to overcome constraints placed on them by the unpredictable nature of sponsorship, sponsorship rights agreements and the increased clutter in the sponsorship environment. Research limitations/implications Existing knowledge on sponsorship activation is extended, drawing on principles of event design to offer a sponsor-focused perspective on the creation and execution of effective ESAs for B2B brands. Existing thinking around B2B event design is challenged and augmented when considering its application to ESA design. Practical implications Inter-sponsor collaboration and the blending of cognitive and sensorial elements of event design are important for sponsors seeking to create and deliver effective ESAs. Originality/value The paper draws on the event design literature to appraise the execution of ESA by B2B brands within the context of event sponsorship.
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Choi, Hwan Suk, Joon Ho Lee, Jang Hwan Kim, and Seok Min Shin. "The Effects of Professional Sports Sponsorship Activities on Corporate Image and Consumer Behavior." Journal of Sport and Leisure Studies 33 (August 31, 2008): 271–81. http://dx.doi.org/10.51979/kssls.2008.08.33.271.
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Eratlı Şirin, Yeliz, Mehmet Metin, Saadet Gönen Yıldız, and Tayfun Şirin. "Adaptation of the Scale of Factors of Sports Sponsorship Policy to Turkish." Journal of Human Sciences 17, no. 3 (2020): 889–99. http://dx.doi.org/10.14687/jhs.v17i3.6041.
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The aim of this study is to adapt the Drivers of Sports Sponsorship Policy developed by Miragaia et al. (2017) to Turkish and to present the results of the validity and reliability study. 100 managers and employees in public and private sectors participated in the study. DFA (confirmatory factor analysis) were performed for the construct validity studies of the scale and Cronbach’s Alpha internal consistency and composite coefficients were examined for reliability studies. In result of confirmatory factor analysis, the 19-item scale, which consists of four factors: customer satisfaction, corporatereputation, innovation and corporate social responsibility, was foundto be adjusting good.Internal consistency coefficients of the scale are updated as customer satisfaction dimension 0,65, corporate reputation dimension 0,79, innovation dimension 0,65 and corporate social responsibility dimension 0,84.The total internal consistency coefficient of the scale is α = 0,83. The total correlations of the factors in the scale were calculated between 0,259 and 0,466.The analyzes showed that the Turkish form of the scale was a valid and reliable measurement tool.
 Extended English summary is in the end of Full Text PDF (TURKISH) file.
 
 Özet
 
 Bu çalışmanın amacı, Miragaia ve arkadaşları (2017) tarafından geliştirilen Spor Sponsorluğu Politikasının Faktörleri’ni (Drivers of Sports Sponsorship Policy) Türkçeye uyarlamak ve geçerlik güvenirlik çalışma sonuçlarını ortaya koymaktadır. Araştırmaya kamu ve özel sektörde görev alan 100 yönetici ve çalışan katılmıştır. Ölçeğin yapı geçerlik çalışmaları için DFA (doğrulayıcı faktör analizi) yapılmış, güvenirlik çalışmaları için Cronbach’s Alpha iç tutarlılık ve kompozit katsayılarına bakılmıştır. Müşteri memnuniyeti, kurumsal itibar, yenilikçilik ve kurumsal sosyal sorumluluk olmak üzere dört faktörden oluşan 19 maddelik ölçeğe ilişkin modelin doğrulayıcı faktör analizi sonucunda iyi uyum sağladığı bulunmuştur. Ölçeğe ait iç tutarlık katsayıları ise müşteri memnuniyeti boyutu 0,65, kurumsal itibar boyutu 0,79, yenilikçilik boyutu 0,65 ve kurumsal sosyal sorumluluğu boyutu 0,84 olarak bulunmuştur. Ölçeğin toplam iç tutarlık katsayısı ise α = 0,83’tür. Ölçekteki faktörlerin toplam korelasyonları 0,259 ile 0,466 arasında hesaplanmıştır. Analizler ölçeğin Türkçe formunun geçerli ve güvenilir bir ölçme aracı olduğunu göstermiştir.
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Spence, Jacqui, Russell Abratt, and Douglas Mattheus. "Corporate sponsorship of the Rugby World Cup 1995: An analysis of sponsors and spectators." South African Journal of Business Management 28, no. 3 (1997): 73–81. http://dx.doi.org/10.4102/sajbm.v28i3.791.
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This study analyses the participation of sponsors and their success in a major world sports event, the Rugby World Cup 1995. Both the sponsors as well as a sample of spectators are interviewed. Sponsors are asked why they sponsored this event, their objectives, communications programme and their evaluation of the sponsorship. Spectators are asked if they can recall the sponsors of this event and whether their buying behaviour has changed as a result. The results indicate that most sponsors reached their objectives, but from the spectator point of view, there were some mixed results. A literature review of sponsorship in sport is undertaken, as well as some guidelines proposed for those organizations considering sponsoring a major sports event.
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Jin, Chang-Hyun. "Retrospection and state of sports marketing and sponsorship research in IJSMS from 1999 to 2015." International Journal of Sports Marketing and Sponsorship 18, no. 4 (2017): 363–79. http://dx.doi.org/10.1108/ijsms-04-2016-0002.
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Purpose Based on the increasing significance and proliferation of sports marketing and sponsorship, it is important to explore the state of sports marketing and sponsorship research, assess the development of sponsorship-related research, and grasp its future directions. Thus, the purpose of this paper is to help scholars understand future research directions to improve our knowledge of sports marketing and sponsorship. Design/methodology/approach This study used content analysis that incorporated three multidimensional measures and applied social network analysis in order to identify the knowledge structure of sponsorship research. The authors conducted content analysis to assess the status of the nature of sports marketing and sponsorship in the International Journal of Sports Marketing & Sponsorship (IJSMS). The authors coded 282 articles published in the IJSMS from 1999 through 2015 using three multidimensional measures. Findings Analyzing research trends in specific academic fields helps improve and provide understanding of research practices and future research directions to improve knowledge, in this case about sports marketing and sponsorship. This study is the most up-to-date research trend study regarding sports marketing and sponsorship (December 2015). Compared with previous trend studies that have focused on research purpose, research perspective, statistical method, and subject area, this study offers a more detailed analysis based on a wider set of concepts such as game types, individual authors, affiliated organizations, countries of origin, etc. Furthermore, social network analysis was used to identify the knowledge structure of sponsorship research in the IJSMS. The study provides valuable insight into the challenges marketers and scholars face as they implement a more market-centric business strategy. Research limitations/implications The study aims to highlight the knowledge structure of sports marketing and sponsorship using social networking analysis. In order to highlight specific research area trends, the process of development should be explored together with the intellectual structure of sports marketing and sponsorship research using “Author Co-citation Analysis”. Such an analysis would provide the advantage of incorporating the development process into sports marketing and sponsorship research. Practical implications Marketers and researchers have long explored the effects of sponsorship, an alternative marketing strategy to commercial advertising that involves placement of brand images and logos on athletes’ uniform and equipment as well as on structural elements of sports venues. Sponsoring the Olympic Games or the World Cup enables marketers to leverage the exposure made possible at a global sporting event, producing favorable responses to sponsoring companies. From a marketing communication perspective, this study makes a valuable contribution to the literature by reviewing the diversity of articles and the knowledge structure of those articles. The results should benefit marketing studies by offering crucial strategic implications for marketers seeking to adopt future sponsorship strategies. Originality/value The results provide valuable insights that can improve the understanding of the knowledge structure of sports marketing and sponsorship and suggest planning and directions for research on similar topics. This study’s findings provide insight into the challenges marketers and managers of corporate sports marketing firms face as they implement a more market-centric business strategy.
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Seung-Hoon KANG, Myung-Hwan YANG, and Jae-Gyun KIM. "The Effects of Sports Sponsorship Recognition on Corporate Image, Purchasing Intention and Brand Identification." Journal of Distribution Science 17, no. 10 (2019): 49–59. http://dx.doi.org/10.15722/jds.17.10.201910.49.
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Kim, Doyeop, Matthew Walker, Jun Heo, and Gi-Yong Koo. "Sport league website: an effective marketing communication tool for corporate sponsors." International Journal of Sports Marketing and Sponsorship 18, no. 3 (2017): 314–27. http://dx.doi.org/10.1108/ijsms-08-2017-097.
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Purpose Although high-profile sport league website sponsorships have increased in popularity over the last decade, academic research on the topic has not kept pace, resulting in little knowledge of ways to improve the effectiveness of this sponsorship type. This paper aims to discuss this issue. Design/methodology/approach The current study examined the influence of three website-related variables (i.e. website interactivity, website fit, and website credibility), while controlling for a sponsor-related variable (i.e. sponsor familiarity), on consumer attitude toward the sponsor ad and willingness to click on its banner ad. Hierarchical multiple regression analyses indicated three main effects. Practical implications are discussed with limitations and suggestions for future research. Findings This study found three important things. First, website interactivity played an important role in attitude toward the ad and willingness to click on the banner ad. Second, website fit influenced attitude toward the ad and willingness to click on the banner ad. Third, website credibility influenced attitude toward the ad. Originality/value The findings suggest that in order to maximize online sports sponsorship outcomes, companies must keep in mind that the interactivity between the web users and the site should be regarded as the most pragmatic result which could come from the online sports sponsorship territory.
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Mueller, Tom, and Marilyn S. Roberts. "The Effective Communication of Attributes in Sport-Sponsorship Branding." International Journal of Sport Communication 1, no. 2 (2008): 155–72. http://dx.doi.org/10.1123/ijsc.1.2.155.
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This article examines the state of sponsorship marketing and its correlation with branding-measurement models deemed most salient by corporations. Academic literature including sponsorship-value analysis, stockholder response to sport and brand activities, measurements of brand value, and the application of brand theory are explored. The readings suggest that a sports entity must deliver a positive and complementary brand association to attract corporate partners. Sport entities that remain competitive in the marketplace will build individual, strong brands that add to, and do not deplete or detract from, the equity built in the corporate sponsor’s brand.
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Radicchi, Elena. "Sports Sponsorship Evolution in the Economic Recession: Analytical Evidence from Empirical Cases." Physical Culture and Sport. Studies and Research 61, no. 1 (2014): 51–64. http://dx.doi.org/10.2478/pcssr-2014-0005.
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Abstract Sport sponsorship has developed into a major global industry. Even though it is still a significant communication tool for companies, in recent years, sponsorship is no more just a matter of exposing a logo on a jersey or purchasing an in-stadium sign. Rather sponsors and sport entities should engage in an activity that enables them to exchange value. Sponsorships are moving toward complex patterns of interactions in which each “player” is engaged in a meaningful activity that can deliver mutual benefits. The aim of the paper is to analyze the sport sponsorship’s evolution in the latest economic recession. To understand the patterns of relations among different actors involved within a sport sponsorship arrangement, we take as “interpretive lenses” the strategic partnerships’ theoretical framework and make an application to a wide range of empirical sponsorship cases. Our main focus are national and international sponsorships related to professional teams and major sports events in which we are able to underline roles and strategic behaviors of sponsors and sport entities. The empirical analysis has been supported by a qualitative methodology. Data and information has been gathered using online secondary sources. Moreover, interviews with key executives and professionals involved within several sport sponsorships deals have been carried out. Findings suggest that sport sponsorships are assuming the role of a huge variety of agreements-exchange transactions, collaborations, strategic alliances, cooperation, consortia, etc.-that involve multiple complementary assets (technology, distribution channels, financial resources, etc.) and functions (R & D, marketing, organization, etc.). Furthermore, by implementing sports partnerships corporate and/or institutional actors are able to emerge among various stakeholders and to gain a global exposure.
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Thwaites, Des, and Andrew Carruthers. "Practical Applications of Sponsorship Theory: Empirical Evidence from English Club Rugby." Journal of Sport Management 12, no. 3 (1998): 203–19. http://dx.doi.org/10.1123/jsm.12.3.203.
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This paper studied the corporate sponsorship of both rugby league and rugby union clubs. The broad objective of the research was to establish the degree to which the rigorous framework for sponsorship management identified in the literature is applied in practice. In general the league sponsors adopted a more commercial approach to their initiatives, although further analysis highlighted the diverse nature of union sponsors who may be identified on a motivational continuum fromcommercialtophilanthropic.Clear opportunities are identified wherein sponsorship programs may be adapted to contribute more fully to corporate marketing objectives through a greater application of the prescriptions in the current literature. Specific issues addressed include: functional control, selection, objective setting, implementation, evaluation, and leverage. An assessment of the extent to which this situation is common to the sponsorship of other sports in England is made by reference to studies of professional soccer and horse racing.
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Lee, Ji-Hwan, and Tai-Hyung Kim. "The Effect of Sponsorship Activity for Unpopular Sports on the Corporate Image and Purchase Intention: Focusing on the winter sports events." Korean Journal of Sports Science 29, no. 3 (2020): 549–61. http://dx.doi.org/10.35159/kjss.2020.06.29.3.549.
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오아라. "The Effects of Corporate Image on Title Sponsorship Disability sports on Brand Attitude and Purchase Intention." Journal of adapted physical activity and exercise 18, no. 2 (2010): 81–94. http://dx.doi.org/10.17006/kjapa.2010.18.2.81.
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Kim, Tae Wan, Do Yoen Won, and Min Seok Kwag. "The Structural Relationship Among Corporate Sponsorship of College Sports, Corporate Image, Brand Awareness and Purchase Intention: The Focus on Y University." Journal of Sport and Leisure Studies 52 (May 31, 2013): 251–67. http://dx.doi.org/10.51979/kssls.2013.05.52.251.
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Bellatti, Andy. "The Academy of Nutrition and Dietetics, corporate sponsorship and the alternative: dietitians for professional integrity." British Journal of Sports Medicine 53, no. 16 (2018): 986. http://dx.doi.org/10.1136/bjsports-2017-098642.
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Melovic, Boban, Suncica Rogic, Julija Cerovic Smolovic, Branislav Dudic, and Michal Gregus. "The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers—Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices." Sustainability 11, no. 22 (2019): 6389. http://dx.doi.org/10.3390/su11226389.
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The aim of this paper is to investigate the impact of sponsorship perceptions and attitudes of sport team fans on their purchasing decision, as well as to investigate the significance of sport sponsorship in promoting socially responsible companies and other sustainable practices in society. This paper gives insight in possibilities and effects of promoting sustainable activities and socially responsible companies, through sport sponsorship, by targeting and educating sport team fans as a very important consumer segment. Data were collected from anonymous respondents who are fans of different sport teams. Attitudes were measured by asking the respondents to rank the statements based on a 5-point Likert scale. In order to analyze the data, structural equation modelling was conducted using R package. Results show that the attitudes towards sponsorship, as well as sponsorship perceptions, have a strong positive impact on the purchasing decisions of consumers, regarding products of sponsors, which enables the creation of a loyal base of fans as consumers. Results also reveal that sport sponsorship can be an effective way of promoting socially responsible companies and sustainable practices, giving an opportunity to create an educated and highly dedicated consumer base. In this way the positive effects of sports and sponsorship are spreading beyond the stadiums and arenas. These findings can help companies that are considering investing in this form of marketing, in adequately selecting and managing the campaign, but also can be very useful for official institutions in their efforts to foster sustainable practices in society. Although the fact that the research was conducted only in Montenegro can be stated as a limitation, it should be noted that this type of research has been done for the first time in this area, which gives special value to the research and increases the importance of its contribution to the existing base of scientific papers in this field.
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Plewa, Carolin, François Anthony Carrillat, Marc Mazodier, and Pascale G. Quester. "Which sport sponsorships most impact sponsor CSR image?" European Journal of Marketing 50, no. 5/6 (2016): 796–815. http://dx.doi.org/10.1108/ejm-02-2015-0078.
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Purpose This study aims to investigate how organizations can utilize sport sponsorship to build their corporate social responsibility (CSR) image effectively, by examining the attributes of a sports property that are most conducive to a sponsor gaining CSR image benefits. Design/methodology/approach A between-subjects experimental design was used, which simulated different sponsorship scenarios by varying community proximity (operationalized by property scope) and property engagement in community initiatives. Hypotheses were tested with a non-parametric bootstrapping-based procedure, using a panel sample of 400. Findings The results show that a sporting property’s proactive community engagement is conducive to an enhanced CSR image for its sponsor, especially when the property operates on the national rather than grassroots level. Further analysis also demonstrates the critical contribution of altruistic motive attributions in the process. Originality/value This study advances knowledge on how organizations may build their CSR image while leveraging on the strong audience involvement and the mass appeal of sport sponsorship. It is the first to offer insights into the extent to which a sports property’s proactive engagement in the community, rather than that of the sponsoring firm itself, enhances the CSR image of the sponsor, particularly if the property’s community proximity is low. Furthermore, our results provide an in-depth understanding of the mechanisms determining the benefits that sponsors can reap from a property’s activities.
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Lee, Woo-Young, Youngjin Hur, and Minjung Sung. "Happy to Support: Emotion as a Mediator in Brand Building Through Philanthropic Corporate Sponsorship." Social Behavior and Personality: an international journal 43, no. 6 (2015): 977–91. http://dx.doi.org/10.2224/sbp.2015.43.6.977.
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The concept of corporate social responsibility (CSR) is very meaningful in a culture such as that of the Republic of Korea, where individual ethics are grounded in Confucianism, which emphasizes humanism and altruism. We examined the mediating role of emotion in the relationships among participants' perceptions of CSR, their attitude toward philanthropic corporate sponsorship of a sporting event, and of the sponsoring company's brand equity. We conducted a survey with 251 participants in a charitable sports event held in Seoul, South Korea, which was sponsored by a major Korean company. The results of analysis of the data collected provide an understanding of how strong brand equity of the sponsoring company was generated among participants. The findings also shed light on the mediating role of emotion in the relationship between the company's brand equity and 2 major participant cognitive factors of attitude toward an event and perception of CSR. Results indicate that sponsoring a charitable sporting event targeted at certain types of consumers can be an effective marketing tool for a company to build brand equity.
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Li, Hai, James J. Zhang, Luke Lunhua Mao, and Sophia D. Min. "Assessing Corporate Social Responsibility in China’s Sports Lottery Administration and Its Influence on Consumption Behavior." Journal of Gambling Studies 28, no. 3 (2011): 515–40. http://dx.doi.org/10.1007/s10899-011-9270-0.
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Robinson, Matthew J., and James M. Gladden. "Thinking Strategically about Marketing: A Conceptual Framework for Understanding Brand Equity in Recreation and Intramural Sports." Recreational Sports Journal 27, no. 2 (2003): 7–19. http://dx.doi.org/10.1123/rsj.27.2.7.
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The purpose of this article is to develop a conceptual framework for understanding the formation of brand equity for college recreation and intramural departments by using prior research on brand management from both the marketing and sport literatures (e.g. Aaker, 1991; Gladden, Milne & Sutton 1998). This framework posits the formation of brand equity is an on-going process that is fueled by antecedents that are either department related, university related or market related. The department-related antecedents include the recreation leader, staff, and current existing programs and program promotion. The university-related antecedents include the reputation of the institution, facilities, and location of the facilities. The market-related antecedents include internal and external competitive forces. These antecedents lead to the creation of brand equity as composed of awareness, a perception of quality, associations with the brand and ultimately loyalty to the brand (Aaker, 1991). The level of brand equity will determine the consequences: campus visibility, amount of patronage, institutional funding, facility improvements, level of wellness on campus, and corporate sponsorship.
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Andon, Stephen P., and Davis W. Houck. "Spectacularized Sport: Understanding the Invention of a Nostalgic, Commodified Sporting Event." International Journal of Sport Communication 4, no. 1 (2011): 1–19. http://dx.doi.org/10.1123/ijsc.4.1.1.
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This analysis examines the commodification of the 2009 National Hockey League (NHL) Winter Classic, a professional outdoor hockey game staged in Chicago, IL, at Wrigley Field. Given the dynamic relationship between sports and corporate sponsorship, ratings, merchandise, and broadcast-rights contracts, it is critical to understand how the principles of late capitalism influence both the sport and fans in increasingly controlling ways. As a result, this study combines an understanding of the principles of production and consumption, examining how economic principles manifested themselves in the commodification of nostalgic elements and made the NHL Winter Classic the sport’s most lucrative event in decades.
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Yang, Xinquan. "Sports sponsorship as a strategic investment in China: perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics." International Journal of Sports Marketing and Sponsorship 10, no. 1 (2008): 57–72. http://dx.doi.org/10.1108/ijsms-10-01-2008-b008.
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Popp, Nels, Terry Eddy, and Chad McEvoy. "Plains State University’s Naming Rights Dilemma." Case Studies in Sport Management 4, no. 1 (2015): 14–20. http://dx.doi.org/10.1123/cssm.2014-0040.
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In this case study, readers are placed in the role of a National Collegiate Athletics Association (NCAA) Division I Athletics Director and challenged to consider the issue of selling the corporate naming rights to the department’s premier on-campus sports venue. Readers are exposed to a myriad of issues impacting such a decision and must weigh out such factors as: (a) the appropriateness of corporate commercialization in college athletics, (b) the pressure to balance a tight athletic department budget, (c) the impact of changing a facility name which holds significant nostalgic value to the fan base, (d) what type of sponsors might be an appropriate fit for a corporate naming rights sponsorship, and (e) what are the current trends among sport facility naming rights within college athletics. The case study is supported by many scholarly research citations but also includes important appendices, including a database of 44 current college athletic facility naming rights deals, populated with key variables. This database will assist readers in the difficult process of attempting to value naming rights for a fictional facility depicted in the case study.
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Kim, Min-Cheol, Gyeong-Ah Moon, Hye-Rin Kim, Jeong-Eun Kwak, and Jeong-Ae Kim. "A Study on Indirect Effect of Professional Baseball Title Sponsorship Perceived by Employees Using the Sequential Analysis of Sports Marketing Capabilities, Differentiation Advantages, and Corporate Performance." Korean Journal of Physical Education 57, no. 3 (2018): 235–50. http://dx.doi.org/10.23949/kjpe.2018.05.57.3.18.
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Filo, Kevin, Daniel Funk, and Danny O’Brien. "The Antecedents and Outcomes of Attachment and Sponsor Image Within Charity Sport Events." Journal of Sport Management 24, no. 6 (2010): 623–48. http://dx.doi.org/10.1123/jsm.24.6.623.
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Sport events benefiting a charitable cause have emerged as meaningful experiences for participants. These charity sport events may allow event sponsors to shape perceptions of corporate image among event participants. Using the Psychological Continuum Model (PCM) as the theoretical framework, the factors that contribute to participants’ perceptions of event sponsors are examined. The influence of this image of event sponsors on behavioral outcomes among participants is also investigated. A post-event questionnaire was administered to participants in a sport event (N= 672) to investigate the relationships among motives, sponsor image, event attachment, purchase intent, and future participation intent. Results reveal that recreation and charity motives contribute to event attachment, while charity motives and event attachment contribute to sponsor image. Significantly, sponsor image and attachment contribute to purchase intent for event sponsors’ products. Finally, sponsor image does not influence future participation intent, while event attachment does. The results illustrate the discrete roles that sponsor image and attachment play in sport consumption activities. Suggestions are made for the strategic selection and marketing of events by potential sponsors to most effectively leverage event sponsorship opportunities.
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Yun, Lira, Kihan Kim, and Yunjae Cheong. "Sports sponsorship and the risks of ambush marketing: the moderating role of corporate reputation in the effects of disclosure of ambush marketers on attitudes and beliefs towards corporations." International Journal of Advertising 39, no. 7 (2020): 921–42. http://dx.doi.org/10.1080/02650487.2019.1710971.
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Jayakumar, Tulsi. "‘Star’ring a ‘new’ sport in India: pro kabaddi league." Emerald Emerging Markets Case Studies 10, no. 4 (2020): 1–22. http://dx.doi.org/10.1108/eemcs-07-2020-0259.
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Learning outcomes To understand: – the demand and supply side challenges in launching a new product in sports. – Factors, which go into the making of a successful “new” sport. – The role of planning in sport management. Case overview/synopsis In July 2017, on the eve of Pro Kabaddi League (PKL) Season 5, kabaddi had emerged as one of India’s most important non-cricketing sport. PKL was India’s first men’s professional kabaddi league, introduced by Mashal Sports and Star India in 2014. Kabaddi was an indigenous sport, and India had an unbeaten international track record as world champions. Yet, the sport and its players had never received their due in India. In 2017, while kabaddi’s popularity had increased, leading to sponsorship opportunities, huge player bids, prize money and television viewership, all was not quite hunky-dory. A women’s kabaddi league introduced only the previous year had not been continued, despite an extended format in 2017. The audience profile also did not match that envisaged by Star. As a unique creator of sports content, Star was in an enviable position in India; and so was Kabaddi as a sport. How had Star created a new property around an indigenous sport with rural and rustic associations, transforming it into a snazzy, up-market sport within just three years, even while leagues involving other popular sports failed to create a mark? Could Star sustain this interest? How could kabaddi retain its “star” position within Star’s stable? Complexity academic level In an undergraduate or a postgraduate programme in business administration. Supplementary materials Teaching notes are available for educators only. Subject code CSS 11: Strategy.
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Kler, Balvinder Kaur. "The world’s toughest mountain race." International Journal of Event and Festival Management 7, no. 2 (2016): 117–36. http://dx.doi.org/10.1108/ijefm-02-2016-0011.
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Purpose The Climbathon is an annual mountain running championship that takes place in Kinabalu Park, Sabah, Malaysian Borneo. Participants race to the peak (4,095.2 metres) and back, a distance of 21 kilometres of rainforest and mountain terrain, with a steep vertical gain of 2,300 metres. The purpose of this paper is to evaluate the first 25 years of the Climbathon and to identify the key success factors behind the staging of this small-scale international sports event in Southeast Asia. Design/methodology/approach The research design for this study is interpretive, utilises a qualitative case study approach incorporating analysis of documents, oral history interviews, and personal observations gained through attendance and volunteering at the event which produced six insights, suggested as key success factors for the Climbathon. This study was guided by one key research question, to understand what has ensured the continuity of this small-scale international sports event known as the Climbathon. Findings Findings suggest the Climbathon has endured the test of time due to an innovative use of the summit trail, adherence to international sporting regulations, a pro sports tourism public policy led by the tourism ministry, membership to international sports organisations, corporate sponsorship, and a special sense of place towards Mount Kinabalu and the Climbathon for the event organisers, volunteers and officials. Research limitations/implications This case study presents knowledge about the Climbathon but findings are not generalisable. Any application of the success factors would have to be as guidelines adapted for a specific sport event. The use of oral history as part of a case study is subjective and open to interpretation. Future work could incorporate interviews with participants, spectators, volunteers and the local sub-committees to gain alternative perspectives. Originality/value This study makes an original contribution to the events and tourism field by presenting a case study on the success factors of the Mount Kinabalu International Climbathon. The study suggests a three pillar model of “Place-Plan-People” which may be used as a guiding philosophy for event development and delivery of small-scale international sports tourism events in Asia and elsewhere. The inclusion of oral history as part of a case study research design is novel and useful when knowledge is not available in any published form.
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Singh, Abhinava S., and Mayur Shah. "Tata trusts: positively and sustainably contributing to the development of sport in India." Emerald Emerging Markets Case Studies 11, no. 2 (2021): 1–37. http://dx.doi.org/10.1108/eemcs-09-2020-0333.
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Learning outcomes The learning outcomes are to sensitise with the cause of sport development in India; to familiarize with the concepts of SDGs and sport development continuum in context of the Tata Trusts work in sports (Sports Portfolio); to relate strategy concepts of resources, SWOT analysis, cooperative implications, Carroll's CSR pyramid and Porter-Kramer strategic corporate social performance and shared value framework of inside-out and outside-in linkages with the Sports Portfolio strategy at the Tata Trusts; and to link sport development concepts like sport and development, sports development continuum and capacity building with the Sports Portfolio work at the Tata Trusts. Case overview/synopsis The case explores the sport and development issues faced by Ms Neelam Babardesai, Head of Sports Portfolio, Tata Trusts in Mumbai, India. The Trusts had a long history of contributing to the development of sport in India and looked forward to aligning their work in the sport with the United Nations (UN) sustainable development goals (SDGs). They started Sports Portfolio in 2016–2017 intending to complement their work in education and generate positive socio-economic change at the grassroots (local community) level in India. They also had the resources to implement the programmes. However, they were faced with issues like the deficiency of physical literacy in schools resulting in the disinterest of children and parents in sport and physical activity, which also might lead to health issues, later in life, minimal cooperation between entities involved with sport and development, lack of structured sports programmes and skilled human resources and the national sports policy needing better details and implementation and follow-up plans in India. Their strategic response was based on the use of a “sports development pyramid”, capacity building, alignment with the SDGs and complementary partnerships and collaborations. What were the outcomes? Should they continue with the same strategic approach? What should be their future course of action for sport and development? How should they respond to the COVID-19 crisis? Ms Babardesai reflected upon the above questions while concluding that India needed a long-term strategy for the development of sport. Complexity Academic Level The case is intended to be taught in the class of strategic management for postgraduate or master's level participants of business administration for concepts like resources, SWOT analysis, cooperative implications, corporate social responsibility (CSR), shared value and introducing the concept of the UN SDGs (SDGs), capacity building and sports development continuum (sports development domain) in context of the Indian sports scenario. The case should be equally useful in teaching relevant courses related to sports management and development. It may also be used for courses related to development studies and sustainability at the master’s level. The case may also be used by practitioners and researchers associated with sport and development/sports development and SDGs. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 11: Strategy
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Upadhyay-Dhungel, Kshitiz, and Amar Dhungel. "Corporate Social Responsibility Reporting Practices in the Banking Sector of Nepal." Banking Journal 3, no. 1 (2013): 61–78. http://dx.doi.org/10.3126/bj.v3i1.7511.
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Financial institutions not only influence the profit/loss of its shareholders but also drive the economy of the whole nation. So it should be concerned about its social obligation and responsibilities. Social responsibility refers to the obligation of a firm, beyond the required by law of economics, to pursue long-term goals that are good for society. The idea that firms, corporations, and other organizations have social responsibilities leads to the development of the concept labelled as “Corporate Social Responsibility (CSR)” and has evoked widespread interests and concerns both in business and among academicians. Banking sector is under massive pressure from its shareholders, investors, media, as well as its customers to carry out business in a socially responsible and ethical manner. This descriptive study attempts to analyse CSR reporting practices in banking sector of Nepal. For the purpose, ten commercial banks and 4 development banks were selected randomly and their website was scanned to collect data developing a Report Sheet. The total CSR reports were outlined and categorized into different groups. Later on quantitative analysis was also performed and presented using suitable statistical techniques. This study found that CSR is not mandatory in Nepal and all the banks that have made the disclosure of social responsibility have done it in voluntary basis. Among the disclosed information education, training and welfare of underprivileged; arts/heritage and culture protection; contribution to associations, clubs and other organizations; contributions to healthcare and environment; etc were the most commonly reported CSR activities. Child and women developments, religious activity, games and sports activities, blood donations were also among the thrust area for CSR reporting. The disclosures were mostly qualitative with exception of donation and sponsorship amounts. The analysis also shows that most of the Nepalese banks, especially public sector banks, do not mentyion CSR explicitly on their websites. This study strongly recommends the development of uniform standards and framework for reporting of CSR activities, which could be applied to compare it at national levels with other banks and/or industries as well as for the international comparisons. Bank can play a leading role to establish the CSR concepts in Nepalese business and corporations. It is expected that this paper will stimulate more studies in this direction. More such studies should be conducted, especially on developing countries like Nepal, where CSR is at an infant stage of development. In addition to tracing the trend of social disclosure, impacts of social and economic developments on CSR practices, there is also a need to develop a framework for CSR reporting. DOI: http://dx.doi.org/10.3126/bj.v3i1.7511 Banking Journal Vol.3(2) 2013 pp.61-78
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Abon, Joseph Kolawole. "THE USE OF MARKETING AS A TOOL FOR COMPETITIVE ADVANTAGE AMONG POTENTIAL AND PROFESSIONAL FOOTBALL CLUBS IN KZN, SOUTH AFRICA." EURASIAN JOURNAL OF BUSINESS AND MANAGEMENT 8, no. 4 (2020): 319–35. http://dx.doi.org/10.15604/ejbm.2020.08.04.004.
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Football, as the most popular sport amongst other sports, is a household name in the world and South Africa particularly. This study examines the use of marketing in improving competitive advantage among potential and professional football clubs in KwaZulu-Natal, South Africa. Several sponsorship opportunities that could serve as an impetus to disseminate various club projects are noted to be undermined. Arguably, some of the clubs’ activities are seasonal, and the applicability of marketing by football clubs in the KZN province could not be tactically emphasized. Therefore, the amount of marketing activities in clubs’ seasonal operations is unidentified which poses a challenge in achieving club objectives. This paper argues that it is of importance for the club marketing managers to consider features of each specific season and corporate marketing activities for the development of appropriate marketing actions that could serve as competitive advantages. This study adopts a mixed-method research approach, and a convenient sampling technique with responses from 80 questionnaires were retrieved. Five (5) coaches, 5 club owners, 5 managers, 5 supporters, and 5 players from five football clubs each located in KwaZulu-Natal province were interviewed to extract their understanding of the use of marketing to gain competitive advantage. Findings from the study state that using marketing correctly could improve the chances of potential professional football clubs’ popularity and increase financial gains. Most respondents emphasized that when clubs use a proper marketing strategy with appropriate use of marketing mix, it could position the clubs in the hearts of their supporters and public.
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Żur, Agnieszka, and Christian Friedl. "Transforming Workplace Learning: A Qualitative Inquiry into Adopting Massive Open Online Courses into Corporate Learning and Development." Education Sciences 11, no. 6 (2021): 295. http://dx.doi.org/10.3390/educsci11060295.
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Despite the wide acknowledgement of the knowledge-based economy, the need for life-long learning and quickly growing open online resources, Massive Open Online Courses (MOOCs) are not common means of corporate learning and development programs. The aim of this study is to identify key factors determining the adoption of MOOCs in corporate workplace learning programs. In this exploratory research, the authors employ empirical data from 36 in-depth interviews with corporate managers directly responsible for learning and development practices. Findings provide potential explanations for the mismatch between a generally positive attitude towards MOOCs and their still low adoption rate by identifying expectations towards MOOCs, as well as major reservations. We find that while corporations recognize the opportunities MOOCs can introduce into workplace learning, elevated expectations, negative first-time experiences and objective barriers inhibit MOOC adoption in corporate learning and development programs. It is among the first to expose the perspective of organizations at an early stage of adopting MOOCs. The findings provide a novel contribution to both workplace learning scholarship as well as practical recommendations which can inform HR managers’ decisions in regard to adopting digital means in workplace learning.
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Gaskins, David A. "The Multidimensional Benefits of an Employee Recreation Program." Recreational Sports Journal 22, no. 4 (1998): 58–62. http://dx.doi.org/10.1177/155886619802200408.
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Employee Recreation represents a unique departmentally sponsored program designed to improve recruitment, retention, enjoyment, enthusiasm and commitment among student employees. It is popular and fun for employees but also has personal management advantages, strong marketing implications, and administrative benefits. The rationale for the program centers upon its effectiveness as a medium to positively impact programs and personnel. The opportunity to separately assemble employees in a setting which combines sports/ recreation with social ingredients has the potential to stimulate some exceptional staff dynamics. When blended properly, these components can increase excitement, motivation, and personal investment in the department as an employee while also improving camaraderie, teamwork, and morale. Positive word-of-mouth through one-on-one interaction between student staff and peers is extremely pertinent to recruitment and retention of staff but has even greater worth for promoting the program to participants. It also affords a strategic opportunity to expose, educate, and energize this group concerning activities which may be chosen. Administratively, employee recreation establishes a forum for empowering student personnel to exercise organizational and planning skills while also supplying a laboratory environment to field test various activities and gather evaluative feedback to assist in their refinement. The format and structuring of the program should contain a number of fundamental components and address several important issues. After goals, objectives, and outcomes have been determined, a committee of student employees should be assembled to advise, recommend, select, plan, organize, promote, and administer the events. Commitment is another major factor necessary for success and includes allocating staff time, providing marketing support, and establishing a scheduling system which is convenient and does not adversely conflict with normal staffing times for activities and lor facilities. Financing options include departmental sponsorship and subsidy, support by the employees themselves, or by generating money through the formation of a campus organization. Ultimately it is the actual selection and composition of the activity calendar which will make or break the program. Events should be chosen because their appeal, affordability, appropriateness, potential for return benefit, contribution to diversification, and ease of administration. Employee recreation is an exceptional innovation which captures many of the values and principles integral to the essence of recreational sports, represents a wise investment in the most important resource of the program-the student staff, and establishes a win-win environment for everyone involved.
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Кирьянова, Лилия, Liliya Kiryanova, Олег Ким, Oleg Kim, Константин Юматов, and Konstantin Yumatov. "Organization of the tourist information centre in the region on the basis of the University: the specificity and objectives." Servis Plus 10, no. 2 (2016): 26–33. http://dx.doi.org/10.12737/19455.
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The article is devoted to the creation of one of the main elements of the tourist destination marketing– tourist information center (TIC). In countries with high tourism development the TICs are integral to the promotion of each destination, in Russia at the moment there are only a few dozens. The authors point out main problems of creation and development of the TIC in Russia: harmonization of interests of founders, funding, functions. They are solved differently, depending on how they create the InfoCenter, which can be state or municipal institution, private profit organization, a public non-profit corporate structure or instrument of the Association of tourism enterprises. However, in specific domestic situations with limited development of the tourism market may the University may become the initiator and main driving force of TIC. The article discusses the unique successful experience of authors on creation of the particles on the basis of the University – the Tourist information centre of Kemerovo region on the basis of Kemerovo State University. It was created as a result of the interaction between structures of education, government, business, and business in the framework of the projects «Tempus» «Network of regional centers for tourism». The participants of the project (Kemerovo State University, Department of youth policy and sports of administration of the Kemerovo region and the Kuzbass Association of tourism industry) fonded the Regional resource centre of the tourism industry on the base of University. The resource center created and developed two important interrelated projects: «Tourist information centre of Kemerovo region» and «Strategy of development of tourist-recreational cluster of Kuzbass for the period up to 2025».
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Eshghi, Kamran, Hesam Shahriari, and Sourav Ray. "Sports Sponsorship Announcements and Marketing Capability." Journal of Sport Management, 2021, 1–17. http://dx.doi.org/10.1123/jsm.2020-0294.
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Sports sponsorships are almost a $20 billion business in North America alone. Yet, despite the significant academic and corporate interest in such high financial stakes, the literature is equivocal on several key aspects. While some papers report that sports sponsorships enhance shareholder value, others dispute this. Furthermore, the marketing determinants of this value are unclear, particularly the role of firms’ marketing capabilities. To address these, the authors first created a database of sports sponsorship announcements over 19 years by Canadian and U.S. firms, complementing it with the stock market and firm-level financial and marketing data. The authors then conducted an event study and found that investor response to sports sponsorship announcements is, on average, positive. The authors found that investors not only credit firms with higher marketing capabilities, amplifying their positive reaction, but that they also seem to use firms’ marketing capabilities to offset the potential barriers to the value generated from these announcements. Specifically, for investors, the firms’ marketing capabilities can compensate for the dampening effect of financial risk. Our results are robust to considerations of sample selection bias, endogeneity, and outliers.