The recent growth in sponsorship expenditure has been marked with football being a major recipient, particularly through shirt sponsorship programmes. The relationship between football club and shirt sponsor is an important one for both parties leading them to routinely profess their commitment to one another. Common notions of commitment are often associated with long-term relationships, although evidence from the sponsorship literature contradicts this. Many football shirt sponsorship deals are short-term, often accompanied by a low rate of contract renewal. In this context, the study therefore sets out to identify determinants of commitment in the dyadic relationship between English professional football clubs and their shirt sponsors. A review of printed and electronic media is initially undertaken to confirm the relevance of the study. This forms the basis for a subsequent examination of critical incident interview data which leads to the development of a questionnaire which was despatched to clubs and sponsors, achieving a response rate of 60.4%. Returns have been analysed using factor and multiple regression analyses in order to identify statistically significant determinants of commitment. A final research stage involving structured face-to-face interviews within six sponsorship dyads is presented to establish the generalisability and validity of findings. Following the review of printed and electronic media,used term in shirt sponsorship programmes and the critical incident interviews highlight nine determinants of commitment. The analysis of questionnaire returns indicates three variables (shared values, perceived benefits and opportunistic behavior) are statistically significant determinants of sponsorship commitment. Further analysis of dyadic interview data results in the development of a typology which highlights the nature and characteristics of four sponsorship commitment types (Calculators and Commercials, Cynics and Short-Termers, Carers and Communals, and Innocents and Indifferents). In the light of these findings, the study concludes by examining issues and implications for academics, practitioners and researchers.

The provision of outdoor adventure leisure experiences for young people is a complex service task and it requires the careful management of participants' heterogeneous needs in a physically demanding and dynamic risk environment Research into the quality of this experience and its management is limited. It typically presents an adult perspective of young people's needs, without reference to the young people themselves. Practitioners and researchers alike acknowledge that the few studies conducted with young people to date suffer from the lack of clear theoretical and empirical underpinning, therefore this thesis, which draws on the conceptual basis for SERVQUAL, has a clear theoretical foundation. Also, many extant studies are quantitative and do not elicit richer, qualitative data from these young people and thus there is little deep understanding of their experiences to guide management. The literature on service quality links to that on customer satisfaction: in this thesis, the two are explicitly conjoined as a precursor to the field research here. A key contribution made by this thesis is to demonstrate that the main drivers of participants' satisfaction are based on elements not previously identified with clarity. These elements are their interactions with staff, their interactions with one another in their own peer 'socialscape' and their own performance in developing skilled leisure consumption. The explicit identification of a 'socialscape' is a particular feature of the research findings here. This thesis analyses qualitative perceptions of service quality from participants, employees and management, and evaluates how service quality and customer satisfaction are managed in a specific organisational context in outdoor adventure leisure. Firstly, watersports participants were interviewed before, observed during, and interviewed after their courses, to establish whether they felt their expectations were met and how this might have been achieved. Secondly, staff were interviewed to establish their perceptions of young people's experiences of the service, and the critical aspects of managing these experiences appropriately. The critical aspect of managing these experiences is that instructors must have specific personal qualities, summarised in this thesis as 'intrinsic service values', and be able to work in an empowered culture, where the changing physical service environment requires them to make flexible, autonomous decisions to ensure participants have an appropriate experience. There are additional findings, which conclude that the ADVENTUREQUAL Conceptual Gap Model is a more appropriate reconceptualisation of the SERVQUAL Conceptual Gap Model, to inform this study of young people's outdoor adventure leisure. This thesis thus provides both conceptual development and understanding, and managerial insight in a specific context.

During the past few decades, the sport industry has experienced immense pressure to commercialise its operations and conform to traditional business practices (Chadwick 2009:191). With this evolution from a pure leisure activity to a multimillion dollar industry, it has become evident that the unique characteristics and deeply rooted historical culture of sport pose significant challenges for the sport manager during the process of commercialisation and the application of strategic management. The aim of this study was to analyse the current business environment of Cycling South Africa (CyclingSA) in such a way that the factors in the micro-environment, market environment and macro-environment that impact on the organisation‟s strategic decisions could be identified. The results should allow sport organisations to engage more effectively in strategic management by focusing on factors that influence the sport organisation‟s business environment in particular. A survey of CyclingSA members‟ perceptions of the organisation‟s current effectiveness in the business environment revealed a strong focus on financial and marketing elements. The study also found that factors such as loyalty programmes, talent identification and sport science support, safety in the physical environment, antidoping regulations, transformation and black economic empowerment and environmental friendly practices play a key role in CyclingSA‟s business environment. It is evident from the study that sport organisations, with specific reference to CyclingSA, should engage in strategic management by adapting traditional business principles to suit each organisation‟s unique needs. / Business Management / M. Comm.(Business Management)

During the past few decades, the sport industry has experienced immense pressure to commercialise its operations and conform to traditional business practices (Chadwick 2009:191). With this evolution from a pure leisure activity to a multimillion dollar industry, it has become evident that the unique characteristics and deeply rooted historical culture of sport pose significant challenges for the sport manager during the process of commercialisation and the application of strategic management. The aim of this study was to analyse the current business environment of Cycling South Africa (CyclingSA) in such a way that the factors in the micro-environment, market environment and macro-environment that impact on the organisation‟s strategic decisions could be identified. The results should allow sport organisations to engage more effectively in strategic management by focusing on factors that influence the sport organisation‟s business environment in particular. A survey of CyclingSA members‟ perceptions of the organisation‟s current effectiveness in the business environment revealed a strong focus on financial and marketing elements. The study also found that factors such as loyalty programmes, talent identification and sport science support, safety in the physical environment, antidoping regulations, transformation and black economic empowerment and environmental friendly practices play a key role in CyclingSA‟s business environment. It is evident from the study that sport organisations, with specific reference to CyclingSA, should engage in strategic management by adapting traditional business principles to suit each organisation‟s unique needs. / Business Management / M. Comm.(Business Management)