RESEARCH ON STRATEGIES OF SPORT EVENT SPONSORSHIP
RESEARCH ON STRATEGIES OF SPORT EVENT SPONSORSHIP
Author(s): Joanna JedelSubject(s): Business Economy / Management, Sports Studies
Published by: Uniwersytet Gdański
Keywords: sports sponsorship; business development; marketing; sponsorship strategy; equity returns
Summary/Abstract: The purpose of this article is to analyse and understand sports sponsorship based on a study of corporate sponsorship and its strategies. The paper adopts the survey method to present the power of sports sponsorship, examine enterprise-sponsored sports and the purpose of sponsorship. This research will rely on the literature and case-study data drawn from specific instances of sports sponsorship.Methodology – This research study takes advantage of the survey method, questionnaires, SPSS software, comparative analysis, literature review, contrastive analysis, descriptive statistics, comparison, inference and conclusion.Findings – Attempt to find a relation between television broadcast, corporate logo, and the correlation of cumulative audience, the level of competition, athletes; determine the significance of individual factors; determine the degree of correlation between the impact of a sports event on the image of the sponsor.
Journal: Współczesna Gospodarka
- Issue Year: 9/2018
- Issue No: 4
- Page Range: 51-62
- Page Count: 12
- Language: English