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Sport sponsorship as a tool of marketing communication – A case study of two real estate companies
“The Science Of Sponsorship” is a series dedicated to scientific discoveries driving the sponsorship marketing sciences world-wide.
Sport Sponsorship as a Tool of Marketing Communication–A Case Study of Two Real Estate Companies
Companies are known to use sponsorship as a means to associate with a particular event as part of their marketing efforts. Many companies, whether their products or services have some association with a sport or not, are using sport sponsorship. Real Estate companies being prominent sponsors of sports in the country, a qualitative case study methodology has been used, based on documents of two Real Estate companies. Here are the key findings:
- Some of the most commonly used objectives of sport sponsorship are: corporate image, entertainment for clients, and employee relations.
- Companies select a specific sport sponsorship property on the basis of different criteria such as the interest of the top management and the concerned sport’s potential to convey the marketing message.
- Companies do not carry out formal evaluation of the effectiveness of sport sponsorship.
Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions.
This study examines the relationships between both attitudinal and behavioural loyalty with sponsorship awareness, attitude toward two actual sponsors, and purchase intentions. Behavioural loyalty influences sponsorship awareness, and impacts differently the attitude and purchase intentions toward each sponsor. The key findings are:
- Sponsorship awareness influences significantly the attitude toward both sponsors, while the attitude toward the sponsor was the strongest predictor of purchase intentions.
- Managerial implications: sponsors need to help attract fans to the stadium and to design additional activation strategies to improve sponsorship value.
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Sources
Read the full article Singh, G., & Bhatia, A. (2013). Sport Sponsorship as a Tool of Marketing Communication–A Case Study of Two Real Estate Companies. International Journal of Research in Business and Technology, 3(2), 149-158.
Read the full article Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions. Journal of Sport Management, 27(4).
