EVALUATION OF SPORTS EVENTS SPONSORING RESULTS Cover Image

EVALUATION OF SPORTS EVENTS SPONSORING RESULTS
EVALUATION OF SPORTS EVENTS SPONSORING RESULTS

Author(s): Sebastian Kot, Michał Kucharski
Subject(s): Economy
Published by: Інститут трансформації суспільства
Keywords: Media Value; Advertising Value Equivalency; Sports Sponsorship Market; Volleyball

Summary/Abstract: Enterprises engaged in sponsoring sports clubs expect to establish whether collaboration with a given club has been effective. In this connection, from the point of view of the sports clubs it is crucial to acknowledge the level of advertising value equivalency (AVE) reached by each sponsor, especially in case of television transmissions which generate the highest percent of AVE. Thus, there has been conducted a research which aimed at establishing whether there is a relationship between number and location of advertising materials and the level of AVE obtained during TV translations. Results achieved through the research prove that location of sponsors’ advertising materials during TV transmissions affects obtained level of AVE in higher degree than its number. Consequently, through successful handling of accessible advertising surface, persons managing volleyball clubs may influence levels of AVE achieved by their sponsors.

  • Issue Year: 2015
  • Issue No: 1-2(1)
  • Page Range: 86-88
  • Page Count: 3
  • Language: English