The expanding field of sports sponsorship and relate it to growth in market share for multinational organisations

Executive Summary

The reported increase in Sport Sponsorship can be attributed to assorted reasons such as professionalisation and globalisation of brands, bring down effectiveness of mass media publicizing methods, globalisation of the fast industry, sporting competitors gaining increased television coverage, commercialisation of sport and its acceptance crosswise national boundaries (Meenaghan & Shipley, 1999). Sport sponsorship has evolved from being viewed as a charitable donation to a crucial part of the trade mix in business activity in present-day(a) times (Ratajczyk, 1998; Vignali, 1997). It is capable of changing attitudes, increasing awareness and effecting sales for a new or existing entrant in the marketplace place (Shank, 2004). Sports sponsorship can extend from sponsoring a specific team, an athlete, a league or even an event.

The question still mud are organisations receiving returns for their investments in sponsorships? The effectiveness of the developed theory allow for be considered by measuring the profitability of the company with regards to market share by testing awareness in the market, recollect by the audience and ultimately analysing the market share of the organisation.

1.0 Introduction

Most Companies with a profit motive are constantly trying various techniques to increase there revenues through different forms of marketing.



In edict to ensure a successful outcome, organisations need to channel their advertising budget into appropriate programs that will help increase their market share (Bloom, Hoeffler, Keller, & Meza, 2006; Fry, 2006). Statistics reveal that companies in North the States spend up to 69% of their budgets towards sports and the rest towards entertainment tours and attractions, festivals, fairs, humanistic discipline and annual events (Bloom, Hoeffler, Keller, & Meza, 2006). If implemented correctly, these affiliations developed can name a brand from its competitors, attract the target markets and even better corporate reputation.

The market for global sports sponsorship in 2005 was around $22.86 one million million million in value, which...

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