Exploring the Relationship between Sport Event Quality and Sponsorship effectiveness: The case of a Kick Boxing Event

Exploring the Relationship between Sport Event Quality and Sponsorship effectiveness: The case of a Kick Boxing Event

Journal of Sport & Recreation Management
Volume 16, Issue 2
2019
Pages: 
40-50
issn: 
1791-6933
Exploring the Relationship between Sport Event Quality and Sponsorship effectiveness: The case of a Kick Boxing Event
Ntovoli, A., Karagiorgos, Th. Alexandris, K.

Aristotle University of Thessaloniki, Dept of PE and Sport Science

2019
Abstract: 

The purpose of this study was to investigate the relationship between the quality of a sporting event and the effectiveness of sponsorship, as defined by the attitude towards the sponsor, the development of word of mouth communications and the intentions to buy the sponsors’ products. The data were collected by spectators of a Kick-Boxing event that took place in Thessaloniki. An adjusted version of Shonk & Chelladurai’s (2008) questionnaire was used to measure sport event quality (four dimensions: Competition quality, Administration Quality, Accessibility Quality and Facility Quality). The attitudes towards the sponsor were measured with the questionnaire of Alexandris et al., (2015). The results indicated statistical significant correlations between all the dimensions of service quality and thee three sponsorship effectiveness variables (attitudes, intention and word of mouth). These results show the importance of developing quality sport events, in organizers’ efforts to attract sponsors. 

Keywords: 

Sport sponsorship, sport event quality, sponsorship effectiveness

Hellenic Scientific Association For Sport Management & Recreation - HSASMR a scientific non-profit organization and our purpose is the reflection and research on issues of management / marketing of sport.

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