Article1989

The Evaluation of Sports Sponsorships

96 citations0/0 files storedInternational Journal of Advertising

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Abstract

This article considers how sports sponsorships are evaluated by sponsors. The important question is to determine whether a systematic approach is used in the light of the huge expenditures involved in sponsorships. The role of sports sponsorships in the promotional mix is discussed, as well as the evaluation of sports sponsorships. This study involved a sample of 28 sponsors in South Africa during 1988. A framework for the evaluation of sponsorships is presented for use by companies wishing to enter the world of sponsorship.

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References

1987Corporate Philanthropy: A Strategic Approach to the Bottom-Line 1987Corporate Objectives in Sports Sponsorship

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2011Gambling on sport sponsorship: A conceptual framework for research and regulatory review 1995Professional Football Sponsorship—Profitable or Profligate?1997Sponsorship and advertising: a comparison of their effects 1992An Approach to the Evaluation and Selection of Sport Sponsorship Proposals 1999Sports marketing: an examination of academic marketing publication 2002Decision-making Processes Surrounding Sponsorship Activities 2015Sports bettors' responses to sports-embedded gambling promotions: Implications for compulsive consumption 2002Sponsorship: Impact on Brand Awareness and Brand Attitudes

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