Relevant bibliographies by topics / Sports sponsorship marketing

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Sports sponsorship marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Sports sponsorship marketing"

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McKechnie, Donelda S. "PromoSeven Sports Marketing." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–5. http://dx.doi.org/10.1108/20450621111110348.

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Subject area Sport marketing, sponsorship, marketing strategy, event management. Study level/applicability Undergraduate and Postgraduate Business and Management. Case overview This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew attention to Dubai's financial situation. Expected learning outcomes This case can be used to teach sport marketing, sponsorship, event management, and marketing strategy. It can also be used to identify target market segments for sports and the positioning that may appeal to those segments. Supplementary materials A teaching note is available on request.
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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 (June 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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Waguespack, Blaise, and Scott Ambrose. "AIRLINE SPONSORSHIPS AND SPORTS – AN EXPLORATORY REVIEW OF MAJOR AIRLINE ENGAGEMENT." Journal of Air Transport Studies 10, no. 1 (January 1, 2019): 110–24. http://dx.doi.org/10.38008/jats.v10i1.19.

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Airline involvement in sport sponsorship has grown over the last few years as sponsorship activity has proven effective as one method to reach a global audience. Aiding in this move to the use of sponsorship is the growing role of social media networks that can be utilized with traditional media and event marketing activities to leverage the impact of the sponsorship. However, the extent of involvement in sports, the leading area of sponsorship activity, and across other events by the world’s major air carriers varies greatly. This review examines the reported sponsorships engagements in sports by leading global airlines at the airline’s web site.
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Thwaites, Des. "Sports Sponsorship." Journal of Promotion Management 2, no. 1 (January 25, 1994): 27–44. http://dx.doi.org/10.1300/j057v02n01_03.

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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 (February 4, 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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Vance, Lenny, Maria M. Raciti, and Meredith Lawley. "Beyond brand exposure: measuring the sponsorship halo effect." Measuring Business Excellence 20, no. 3 (August 15, 2016): 1–14. http://dx.doi.org/10.1108/mbe-07-2015-0037.

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Purpose Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared. Design/methodology/approach This archival analysis study is based on six years of brand tracking data (comprising some 15,500 consumer surveys) supplied by a large Australian company. A sponsorship portfolio matrix is developed to measure the halo effect. Findings This study demonstrates that a sponsorship’s halo effect can be measured and comparisons can be drawn across sponsorship types within a portfolio. The study shows that despite the significantly higher levels of brand awareness achieved by commercially oriented professional sports sponsorship types, community relations oriented sponsorship types achieve a greater halo effect because of their more positive impact on the sponsor’s brand attributes. Originality/value The matrix provides a valuable tool by which sponsorships can be compared, evaluated and managed to meet the longer-term brand and marketing objectives of a company.
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Zdrilić, Ivica, Dino Kevrić, and Željko Vrkić. "Sponzorstvo u sportu na primjeru hrvatskih košarkaških klubova." Oeconomica Jadertina 7, no. 2 (December 28, 2017): 51. http://dx.doi.org/10.15291/oec.1405.

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Sports sponsorship is one of the fastest growing forms of marketing communication and as such it is extremely attractive to many companies looking for a more efficient way of attracting customers. The article presents a theoretical review of literature, from sports marketing and sponsorship in a broader sense to sports sponsorship, its main forms as well as the positive and negative aspects related to it. It presents an overview of the status of sports sponsorship in the Republic of Croatia and its development after the economic crisis. What is emphasized in this article is the research of sponsorship in sports on the example of Croatian basketball clubs, which examines how much do clubs invest in their marketing and what are their strategies in the process of attracting sponsors. The research was conducted on Croatian male first-league basketball clubs, showing that they do not have the appropriate strategy when looking for sponsorships, or they do not address the issue appropriately.
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Breuer, Christoph, and Christopher Rumpf. "The Impact of Color and Animation on Sports Viewers’ Attention to Televised Sponsorship Signage." Journal of Sport Management 29, no. 2 (March 2015): 170–83. http://dx.doi.org/10.1123/jsm.2013-0280.

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Although competition for viewers’ attention to sponsorship signage in sport telecasts has become a growing issue in sponsorship-linked marketing, sport management research has not yet investigated how to create eyecatching sponsorship signage in the cluttered visual surroundings of sport events without negatively affecting the viewers’ first objective: watching sports. This research takes into account the peculiarities of televised sport sponsorship platforms by including (1) the concurrent appearance of sport action and sponsor signage, (2) the color contrast between signage and sport surroundings, and (3) viewer confusion as a reaction to an overload of sponsorship information. Based on a laboratory study, it was found that both color and animation significantly impact sports viewers’ attention. However, animation can lead to visual confusion for television sport viewers, and may jeopardize intended sponsorship effects. These findings provide scientific evidence for the opportunities and risks of visual features in sponsorship-linked marketing.
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Gorelikov, Valery. "SPONSORSHIP AS A FORM OF MARKETING PRODUCT IN SPORTS." SCIENCE AND SPORT: current trends 8, no. 4 (December 1, 2020): 78–85. http://dx.doi.org/10.36028/2308-8826-2020-8-4-78-85.

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Purpose of Research – to find out the role of sponsorship in the revenue of sports organizations and determine the requirements for this product for its effective realization in the future. Research Methods. The basic methods used in this experiment are content analysis and theoretical research. The sources of information were reporting and analytical reviews, interviews of sport finance experts and marketers, annual reports of federations, leagues and clubs, reports of consulting companies, and websites of the mentioned structures. Research results. The authors carried out the analysis of key marketing products in sports, study of markets of sports sponsorship, international sports events and sports organizations to identify main marketing products in sports, with emphasis on the sponsorship, international and Russian markets. The authors assessed Russian market and explored its development prospects. Conclusion. The study revealed the basic requirements for sponsorship as a marketing product in sports, which are essential for its effective implementation and the increase of profit of sports organizations. The fulfillment of these requirements for sponsorship can become a new growth point of income.
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Dietl, Helmut M., Anil Özdemir, and Nicolas Schweizer. "Outsourcing sports sponsorship activities: a multi-theoretical approach." Sport, Business and Management: An International Journal 7, no. 1 (March 13, 2017): 77–96. http://dx.doi.org/10.1108/sbm-09-2014-0041.

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Purpose The purpose of this paper is to understand and explain why some professional sports organizations outsource their sponsorship-related activities to sports marketing agencies, whereas others purposely retain these activities in-house. Design/methodology/approach The paper applies transaction cost economics (TCE) and the resource-based view (RBV) to outsourcing of sports sponsorship activities. It examines the extent determinants descending from these theories influence the sourcing choice of professional sports organizations. Findings This paper argues that determinants derived from TCE and the RBV are useful to understand the factors likely to influence an outsourcing decision and to analyze which sponsorship-related activities are more or less likely to be outsourced. However, these determinants are insufficient to shed light on why sports organizations arrive at different conclusions about their internal and external environments. With recourse to contingency theory, the authors propose two additional contingencies that affect the sourcing decision: a sport organization’s size and its degree of professionalism. This integrative conceptual framework improves the understanding of sports sponsorship outsourcing, makes several propositions, and paves the way for future empirical research in sports sponsorship. Originality/value This is the first paper to apply classical theoretical concepts to outsourcing sports sponsorship activities. As a conceptual paper, it hopes to stimulate further research on outsourcing in sports sponsorship and on the relationship between sports organizations and sports marketing agencies.
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Dissertations / Theses on the topic "Sports sponsorship marketing"

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Frisch, Yannik Felix, and Jaakko Alarik Tawast. "Digital Sports Sponsorship : The Impact of Digital Communication Channels on Sponsorship Relationships." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-164732.

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Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.
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Manning, Matthew R. "The determinants of brand awareness within sports sponsorship." View electronic thesis (PDF), 2009. http://dl.uncw.edu/etd/2009-3/manningm/matthewmanning.pdf.

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Kuo, Yi-Chun. "The impact of corporate stadium sponsorship." CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3261.

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The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.
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Elardt, Pernilla, Linnéa Hasselgren, and Felicia Havik. "Increasing the Commercial Value of Womens Football Through a Holistic View on Sponsorship : A Case Study on Women's Football in Sweden." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26765.

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Background Football is the most popular sport in Sweden today, however the interest for women’s football is decreasing (Sponsor Insight, 2014, Appendix II). The development of women’s football in Sweden has been remarkable during the last decades. Although, the image and value of women’s football are still perceived to be rather low in today’s modern society if looking at the low attendance figures, low exploitation in the media and difficulties with acquiring sponsorship. Sponsoring is the biggest source of income for almost every women’s football club in Sweden in order for women’s football to develop there has been a shift in the way clubs acquire sponsorship from the commercial aspect to a more CSR related aspect. Purpose The purpose of this thesis is to develop a model on how to increase the commercial value and total sponsoring of women’s football. Method This thesis is based on a qualitative research approach. The secondary data was collected through academic, peer-reviewed articles and the primary data was collected through in-depth, semi-structured interviews. The data was later on analyzed through a qualitative analysis. Conclusion Our study shows that CSR can be a contributing factor to increase the commercial value of women’s football. By using other values of women’s football than merely the commercial value, clubs can attract sponsors that want to brand themselves as contributors to society. The authors have developed a model for women’s football clubs on how to increase the commercial value and total sponsoring of women’s football in Sweden. Furthermore, the thesis contributes academically by providing empirical insights in the field of sport sponsorship and sponsorship relationship. The research expands the view on CSR in relation to sport sponsorship. The thesis also focuses on sponsorship within women’s football, which has not been extensively investigated in academia, hence, it contributes with a unique context.
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Liu, Yuqi. "Ambush Marketing: A Chinese Perspective." Thèse, Université d'Ottawa / University of Ottawa, 2013. http://hdl.handle.net/10393/30227.

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As one of the top topics in both scholarly and practical fields of sport sponsorship, ambush marketing research usually focuses on protection of the sports sponsor’s rights. Since five years after the 2008 Games, how China performs sponsor protection record after the Olympics should be evaluated. In response to the question, the investigator conducted a qualitative study involving 11 semi-structured interviews of subject-matter experts from various types of organizations in China and an archive content analysis. The interviews aimed at revealing further insights into how ambush campaigns are perceived within China as well as to further its possible sociological and economical causes. Results revealed that although ambush marketing was regulated during the 2008 Olympics, it is still common in China. The current situation of ambush marketing in China is shaped by five factors including: (1) media, (2) legal system, (3) government relationships, (4) event organizers’ experience, and (5) contemporary culture.
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Williams, Louise Ruth. "Sports sponsorship : an examination of consumer and practitioner perspectives." Thesis, Liverpool John Moores University, 2009. http://researchonline.ljmu.ac.uk/5932/.

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Nickell, David. "The Drivers of a Successful Corporate Sponsorship and the Quantified Financial Impact: Applying the Attitudinal Triad of Cognition, Affect, and Conation and Customer Lifetime Value to Corporate Sponsorships." Digital Archive @ GSU, 2010. http://digitalarchive.gsu.edu/marketing_diss/17.

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While the volume of research on corporate event sponsorships as a marketing tool has increased markedly over the past decade, the results have done little to help marketers to justify sponsorship spending. Not only do marketers have little knowledge of a sponsored event’s financial return, they also struggle to demonstrate any impact on consumer behavior at all. Using multi-wave survey data, we quantified the financial impact of a sponsorship. We predicted the number of new buyers based upon changed brand attitudes, consistent with a hierarchy of effects model. We then established the financial return on the sponsorship spending by estimating the customer lifetime value (CLV) of these new buyers. We collected the data around a major college football bowl game. Six phases of data collection were used to determine purchasing behavior and brand attitudes of attendees before and after the sponsored event, in comparison to television viewers of the event and the general public. We applied Lavidge and Elrick’s (1961) attitudinal constructs as the independent variables in a logistic regression to predict future purchase. The final data collection was used to validate the model’s prediction. The findings show that the model accurately predicted the number of new customers after one buying cycle for the sponsor’s products. We also quantified the positive impact of the sponsorship on the CLV of existing customers within the same time frame. The managerial implications of this study are significant. Sponsorships are highly risky, with fixed outlays up front, and unclear benefits to be realized in the future. We provide a methodology that not only allows sponsors to measure the effectiveness of the sponsorship, but to determine the return on their sponsorship investment. We have taken consumer behavior theory from marketing communications research and combined it with CLV tools, thus allowing marketers to determine the number of new customers that a sponsorship generates, as well as how it influences the buying patterns that drive customer lifetime value.
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Ryženinaitė, Neringa. "Rėmėjo siekiamų tikslų vertinimas, remiant BC Kauno „Žalgirį"." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2011. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2011~D_20110927_142555-68803.

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Darbo objektas – Rėmėjo siekiami tikslai, remiant BC Kauno „Žalgirį“ Darbo tikslas – Įvertinti rėmėjo siekiamus tikslus remiant BC Kauno „Žalgirį“ Darbo uždaviniai. 1. Apibrėžti sporto paramos sampratą ir privalumus 2. Išnagrinėti galimus rėmėjų siekiamus tikslus per paramą 3. Įvertinti rėmėjo siekiamus tikslus remiant BC Kauno „Žalgirį“ Darbo metodai: 1. Mokslinės literatūros analizė; 2. Interviu; 3. Anketinė apklausa raštu 4. Kokybinių duomenų analizė. Išvados: 1. Sporto parama gali būti apibrėžtas kaip parama, kuriame rėmėjas iškeičia pinigus ar produktus į teisę susieti savo prekės ženklą ar produktą su sporto renginiu, sporto žaidėju ar komanda, tuo pačiu jai padėdamas tapti finansiškai gyvybinga. Pagrindiniai išskiriami sporto paramos privalumai- ji netiesiogiai veikia vartotoją, suteikia galimybę teigiamai asociacijai su sporto organizacija, yra pajėgi pasiekti kelias tikslines rinkas vienu metu, gali optimaliomis išlaidomis padėti pasiekti įmonės tikslus. 2. Pagrindiniai paramos tikslai- žinomumo didinimas, įvaizdžio sukūrimas, keitimas, stiprinimas, pardavimų didinimas, tikslinių rinkų pasiekimas. Norint pasiekti įmonės paramos tikslus, svarbu susieti įmonę su remiama sporto organizacija, taip pat reikia vykdyti investivijų grąžos tyrimus, ir išsiskirti kuo originalesnėmis idėjomis. 3. Pagrindiniai paramos tikslai- prekės ženklo žinomumas, įvaizdžio kūrimas ir asociacija. Vienodai reklamuojamas ir įmonių produktas ir prekės ženklas, tačiau kuo didesnė įmonė tuo... [toliau žr. visą tekstą]
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Farrelly, Francis John. "A predictive model of sport sponsorship renewal in Australia." Title page, abstract and table of contents only, 2002. http://web4.library.adelaide.edu.au/theses/09PH/09phf245.pdf.

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Bibliography: leaves 231-291. This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis.
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Grant-Braham, Bruce. "An investigation into motorsport sponsorship : a comparative analysis of two and four wheeled sponsorship." Thesis, Bournemouth University, 2009. http://eprints.bournemouth.ac.uk/12329/.

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The prime objective of the research is to establish why commercial sponsors use motor sport as an element of their marketing communications. A comparison has been undertaken between car and bike racing, as represented by Formula One and MotoGp, to establish any differences in approach. The initial historical element of the research revealed that motor sport had been sponsored by vehicle manufacturers since the origins of the petrol combustion engine in the late 19th century. Any suggestion that sponsorship of motor sport is a recent, late 20th century science has been dispelled. The investigation found that the sponsors of top level car racing place major importance on achieving awareness for their brands through media exposure, particularly television. This aim is shared by motorcycle racing sponsors too and a common model is identified. Where motor cycle racing is specifically concerned the research established that there is an almost identical approach to the usage and application of sponsorship to that in car racing. The only difference being that the wider commercialisation of F1, in which brands outside those intimately involved with automotive industries have made use of motor sport sponsorship, has been around for longer than that in motorcycle racing. The motorcycle sponsors have therefore taken slightly longer to reach the same level of marketing sophistication in a sport which is recognized as having less money overall. The research reveals that the most important element of the business plan for both types of motor sport relies largely on a business model linked to global television audiences. Such audiences are seen as vital in generating awareness of sponsors and their products. Such plans provide an entirely relevant platform for the initial steps of the AIDA theory (Awareness; Interest; Desire; Action) of product adoption. The research also identifies that this commonality of approach is not entirely accidental as similar promoters have been involved at the top level of both sports. The research advises that the future of motor sport should continue to involve the application of the latest technologies appropriate to passenger vehicles if it is to continue unhindered. It is suggested that motor sport should become the definitive technological test bed for vehicle propulsion systems that are sustainable and kind to the environment.
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Books on the topic "Sports sponsorship marketing"

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Stotlar, David Kent. Successful sport marketing & sponsorship plans. Dubuque, Iowa: Wm. C. Brown, 1989.

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Stotlar, David Kent. Successful sport marketing. Madison, Wisc: WCB Brown & Benchmark, 1993.

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Hautbois, Christopher. Sport et marketing public. Paris: Economica, 2008.

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Stotlar, David Kent. Developing successful sport sponsorship plans. Morgantown, WV: Fitness Information Technology, 2001.

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Developing successful sport sponsorship plans. 2nd ed. Morgantown, WV: Fitness Information Technology, 2005.

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Savage, Aaran B. Sports sponsorship in the marketing communications mix. [s.l: The Author], 1996.

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Developing successful sport sponsorship plans. 3rd ed. Morgantown, WV: Fitness Information Technology, 2009.

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Hollway, Paul. The analysis of and marketing for sports sponsorship. [S.l: The Author], 1991.

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Kolah, Ardi. How to develop effective sponsorship programme. London: SportBusiness Group, 2001.

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Strategies in sports marketing: Technologies and emerging trends. Hershey, PA: Business Science Reference, 2014.

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Book chapters on the topic "Sports sponsorship marketing"

1

Ennis, Sean. "Managing the Sports Sponsorship Process." In Sports Marketing, 245–81. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-53740-1_10.

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Blackshaw, Ian S. "Sports Sponsorship Agreements." In Sports Marketing Agreements: Legal, Fiscal and Practical Aspects, 121–64. The Hague, The Netherlands: T. M. C. Asser Press, 2011. http://dx.doi.org/10.1007/978-90-6704-793-7_8.

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Beck-Burridge, Martin, and Jeremy Walton. "Sport, Sponsorship and Marketing." In Sports Sponsorship and Brand Development, 11–44. London: Palgrave Macmillan UK, 2001. http://dx.doi.org/10.1057/9780230508224_2.

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Parent, Milena M., and Aurélia Ruetsch. "Marketing, sponsorship, and look-feel." In Managing Major Sports Events, 109–34. Second edition. | Abingdon, Oxon; New York City: Routledge,: Routledge, 2020. http://dx.doi.org/10.4324/9780429326776-7.

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Kim, Chung-Hyun, and Jae-Soo Cho. "Attitudes toward on Sports Sponsorship and Ambush Marketing by the Korean Sports Consumers." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 288. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11806-2_120.

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Close, Angeline, and Young-A. Song. "Revisiting Determinants of Sports Sponsorship Response: A Schema Theory Perspective." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 369–72. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_137.

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Irwin, Richard L., and William A. Sutton. "15.5 The Olympics and the Marketing of Sports: Sponsorship." In Proceedings of the 1995 World Marketing Congress, 513–27. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17311-5_71.

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Sparks, Robert E. C. "11.2 The Olympics and the Marketing of Sports: Special Issues in Sponsorship." In Proceedings of the 1995 World Marketing Congress, 3–7. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17311-5_1.

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Huber, Frank, Kai Vollhardt, and Isabel Matthes. "The Effects of Sports Sponsorship on Attitudes and Purchase Intention: An Empirical Investigation of Direct and Moderating Effects." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 23–27. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11806-2_15.

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Lund, Ragnar, and Stephen A. Greyser. "More Effective Sports Sponsorship Management for Rights-Holders: Adding Value to Sports Events by Resource Integration with Sponsors (An Extended Abstract)." In Marketing at the Confluence between Entertainment and Analytics, 803–5. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_156.

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Conference papers on the topic "Sports sponsorship marketing"

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Mohsen, Ghazwan Aziz, Amer Rashid Shayyal, and Mustafa Mohammed Ali Farhan. "The effect of sponsorships and product marketing on the management activities of football clubs: A contextual and dimensional study." In Journal of Human Sport and Exercise - 2021 - Winter Conferences of Sports Science. Universidad de Alicante, 2021. http://dx.doi.org/10.14198/jhse.2021.16.proc3.62.

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