Literature Review of Methods for Determination of Sports Effectiveness Sponsorship

Literature Review of Methods for Determination of Sports Effectiveness Sponsorship

Journal of Sport & Recreation Management
Volume 2, Issue 1
2005
Pages: 
15-27
issn: 
1791-6933
Literature Review of Methods for Determination of Sports Effectiveness Sponsorship
Ελισάβετ Τσαούση, Κωνσταντίνος Αλεξανδρής & Χαράλαμπος Τσορμπατζούδης

Τμήμα Επιστήμης Φυσικής Αγωγής & Αθλητισμού Αριστοτέλειο Πανεπιστήμιο Θεσσαλονίκης

2005
Abstract: 

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.

Keywords: 

αθλητική χορηγία, αποτελεσματικότητα, ανάμειξη, χορηγός

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.

Newsletter

Newsletters

Stay up to date with our ever-evolving services and products. Leave us your e-mail and subscribe to our newsletter.

CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.

Contact

Hellenic Scientific Association For Sport Management & Recreation - HSASMR

Leoforos Nikis 57, Thessaloniki, 54622, Greece

info@elleda.gr

www.elleda.gr