Literature Review of Methods for Determination of Sports Effectiveness Sponsorship

This article is a review of current literature on the last but most important stage of the management at the site of sponsorship, which includes or otherwise controls measure effects of sponsorship. The methods used by companies today, to assess the effects of investment in sport sponsorships are threefold: a) results in sales, b) level of coverage and view from the media and c) results in communication. Of these methods, the most reliable seem to be those which determine the effectiveness of sponsorship in terms of achieving communication objectives, namely measure: a) knowledge, b) the image and c) intention to purchase, the consumer public. It is concluded that a sponsorship sporting event will eventually have a positive effect on sales when able to lead people by strengthening the knowledge and image donor's intent and the final buying decision. However required further investigation particularly in the direction of finding a single method, which involves determining the total results of a sponsoring business knowledge in the image (ie stop to sponsor and sponsorship) and the intention to purchase.