INVESTIGATION OF SPORT SPONSORSHIP AS ELEMENTS OF SPORT'S MIX MARKETING

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SEYED AMERI M.H.; MOHARAMZADEH M.; BASHIRI M.; HADI H.

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Journal: OLYMPIC Year:2011 | Volume:18 | Issue:4 (SERIAL 52) Page(s): 111-130

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Information Journal Paper

Title

INVESTIGATION OF SPORT SPONSORSHIP AS ELEMENTS OF SPORT'S MIX MARKETING

Author(s)

SEYED AMERI M.H. | MOHARAMZADEH M. | BASHIRI M. | HADI H. | Issue Writer Certificate

Keywords

COMPANIESQ3

CRITERIA TO SELECT SPORTSQ3

PRODUCT OBJECTIVESQ3

SALE OBJECTIVESQ2

SPORT MANAGERSQ3

SPORT SPONSORSHIPQ3

Abstract

COMPANIES’ financial support has been increasing as an element of marketing communications. Sponsorship has become a major source of funding special and non-going sporting events. However, sponsors may question return to their investment in such events. The present study investigates the main objectives of the sponsoring COMPANIES and compares views of company and SPORT MANAGERS. The data collection instrument was a highly reliable tailor-made questionnaire (a=0.84). The statistical population of this study was all managers of factories and private COMPANIES, club manager and sport headquarters in East Azarbaijan. Data was analyzed through the descriptive as well as the non-parametric U-Mann-Whitney inferential statistics with P<0.05. Results indicated significant difference among managers’ views regarding: product-related goals (discovering new market sector), sales targets (development public awareness and gaining more profit), extensive general goals including media coverage (better relationship with the government, obtaining tax-exemptions due to economic advertising in sports), CRITERIA TO SELECT SPORTS (close relation of the company product to sport type), While there was no significant difference (P<0.05) among the groups in terms of the other goals related to product, sales objectives, general objectives and the criteria to select group sports. Finally, to attract more sports’ financial supporters, proper measures should be taken. It is suggested that appropriate plans can be designed in order to attract more financial supporters. This can help promote private COMPANIES' attention to sports so that one can benefit form their financial support.

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APA: Copy

SEYED AMERI, M.H., MOHARAMZADEH, M., BASHIRI, M., & HADI, H.. (2011). INVESTIGATION OF SPORT SPONSORSHIP AS ELEMENTS OF SPORT'S MIX MARKETING. OLYMPIC, 18(4 (SERIAL 52)), 111-130. SID. https://sid.ir/paper/37777/en

Vancouver: Copy

SEYED AMERI M.H., MOHARAMZADEH M., BASHIRI M., HADI H.. INVESTIGATION OF SPORT SPONSORSHIP AS ELEMENTS OF SPORT'S MIX MARKETING. OLYMPIC[Internet]. 2011;18(4 (SERIAL 52)):111-130. Available from: https://sid.ir/paper/37777/en

IEEE: Copy

M.H. SEYED AMERI, M. MOHARAMZADEH, M. BASHIRI, and H. HADI, “INVESTIGATION OF SPORT SPONSORSHIP AS ELEMENTS OF SPORT'S MIX MARKETING,” OLYMPIC, vol. 18, no. 4 (SERIAL 52), pp. 111–130, 2011, [Online]. Available: https://sid.ir/paper/37777/en

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