Original Research

Identifying associations between sport sponsorship decision-making variables

CH Van Heerden, PJ du Plessis
South African Journal of Economic and Management Sciences | Vol 7, No 3 | a1352 | DOI: https://doi.org/10.4102/sajems.v7i3.1352 | © 2004 CH Van Heerden, PJ du Plessis | This work is licensed under CC Attribution 4.0
Submitted: 08 April 2004 | Published: 08 April 2004

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CH Van Heerden, Tshwane University of Technology, South Africa
PJ du Plessis, University of Pretoria

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Sport sponsorship spending in South Africa has increased steadily. This paper discusses the findings of an exploratory study into key sponsorship decision-areas, namely the setting of sponsorship objectives, the integration of marketing communication variables into sponsorship to create a leverage effect, and the measurement of sponsorship success. It is argued that for a sponsorship to be successful certain associations should exist between these key decision-making areas and also among elements internal to each of these areas. The main findings are that the respondents indicated a bias towards setting media related objectives that will subsequently enable the sponsors to use media-related measurement tools. It is recommended that sponsors should develop alternative methods to measure the effectiveness of their sponsorships.


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