Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007 xiv, 129 [19] leaves / This study examined brand awareness after a change in sponsor and audience perceptions about the sponsors and the event before and after the change.

Thesis (M.S.)--Slippery Rock University, 2002. / Includes bibliographical references (leaves 59-63). Also available online (PDF file) by a subscription to the set or by purchasing the individual file.

Submitted by Vinicius Cunha (vinicius.cunha@bndes.gov.br) on 2012-07-07T00:18:43Z No. of bitstreams: 1 Dissertação_Vinicius_Cunha.pdf: 923012 bytes, checksum: 1ff0887da097b2c17db75a8cbbc01b28 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-07-31T14:19:33Z (GMT) No. of bitstreams: 1 Dissertação_Vinicius_Cunha.pdf: 923012 bytes, checksum: 1ff0887da097b2c17db75a8cbbc01b28 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-07-31T14:19:53Z (GMT) No. of bitstreams: 1 Dissertação_Vinicius_Cunha.pdf: 923012 bytes, checksum: 1ff0887da097b2c17db75a8cbbc01b28 (MD5) / Made available in DSpace on 2012-07-31T14:20:07Z (GMT). No. of bitstreams: 1 Dissertação_Vinicius_Cunha.pdf: 923012 bytes, checksum: 1ff0887da097b2c17db75a8cbbc01b28 (MD5) Previous issue date: 2012-06-11 / This dissertation aims to discuss sports marketing issues, emphasizing the role of Brazilian State-owned companies as sports supporters. There is still a lack of acknowledgment regarding their sponsorship policies and interests in doing so, and that is the gap this paper intends to fill. What critical aspects might be involved in the decision of State-owned companies to establish sports sponsorship? The author will carry out bibliographical research to gather some data on the returns from sports marketing. In addition to this, the BNDES and Eletrobras – two of the largest Brazilian publicly-owned companies – will be scrutinized to better understand patterns, concerns and goals related to their involvement with sport. The outcome, once generalized, will shed light on corporate sports marketing strategies, and, thus, the dissertation will accomplish its goals. / A dissertação aborda aspectos concernentes ao marketing esportivo no Brasil, com ênfase no patrocínio a modalidades exercido pelas empresas públicas. Na arena em que atuam com papel de destaque, muito pouco ainda é sabido sobre os interesses no apoio por parte destas corporações. Quais seriam, então, os fatores críticos que levam empresas públicas a patrocinarem o esporte? Através de pesquisa bibliográfica, evidencia-se o vasto potencial que o marketing esportivo detém em termos de comunicação e de mercadologia. E através de estudo de caso envolvendo motivações no BNDES e na Eletrobras, pretende-se generalizar os objetivos das empresas públicas com o uso do patrocínio esportivo.

Thesis. (M. Tech. (Dept. Marketing, Faculty of Management Sciences))--Vaal University of Technology, 2011. / The phenomenal growth of special events sponsorship as a promotional tool is evident in the increase in the number of companies and their expenditure on sponsoring events. Currently, football (for the purpose of this study, the term football and soccer are used interchangeably) has become the most heavily sponsored sport in terms of value and number of sponsorship deals. International events such as the Federation of International Football Association (FIFA) World Cup™ and the Olympic Games are the biggest sporting events staged globally which makes them particularly lucrative for sponsor investment. The high media coverage and duration offers an ideal platform to create high brand awareness, consumer’s recall and recognition for the participating sponsors. The FIFA Soccer World Cup™ tournament with its huge audience is perhaps the premier place for companies to display their brands on an international stage. Millions of rands are spent on sponsorship in general every year and on sports sponsorship in particular. Yet little is known about the effectiveness of this expenditure. Sponsors are often unsure whether only their brands benefit from a sponsorship or whether competing brands in the same product category also benefit from their efforts. The primary objective of this study was to determine sponsorship effectiveness through consumers recall and recognition. In addition, the study sought to determine the perception of official sponsorship and ambush marketing during the 2010 FIFA World Cup™. The event attracts billions of viewers and a huge number of companies associate their products with this event. A quantitative approach was adopted for the study. The data was collected using a convenience sample of 462 fans, supporters and followers of the 2010 FIFA Soccer World Cup™ in Gauteng, South Africa. To determine sponsorship effectiveness, consumer-aided and unaided recall tests were conducted after the 2010 FIFA World Cup™ in an attempt to quantify sponsorship recall of official and non-official responses In addition, the study sought to establish consumers’ perceptions of official sponsors and the purchase intentions of their products and brands. Finally, consumers perceptions towards unofficial (ambush marketers) sponsors were ascertained. The high frequency of inaccurate responses through unaided recall suggests that there was confusion in the minds of respondents regarding those who were official sponsors of the 2010 FIFA World Cup™. This has serious implications for both marketers and sponsors as the effectiveness of sponsorship as a marketing communication tool comes into question. This may work to the advantage of ambush marketers who could effectively use the confusion in consumers’ minds to market their products and brands. Possible reasons for the inaccurate responses could be attributed to the fact that the World Cup™ is a once-off event that attracts individuals because of the novelty of the event and the multiple distractions that are associated with the event. The inaccurate responses may also have implications for future purchase intentions of the product since a recall level of awareness could be a determining factor in the purchase decision. This study revealed that sponsorship recall is enhanced by aided recall and prior knowledge of the sponsor. The responses with regard to aided recall suggest that consumers were able to recognise brands that were housed and marketed in South Africa. Brands such as Seara, Yingu Solar, Satyam, NeoAfrica, Aggreko and Prasa are relatively unknown brands in South Africa – therefore they were not easily recognised by the respondents. From a marketing perspective, the question arises whether it is feasible for foreign-based companies such as Emirates and Mahindra Satyam to invest in sponsorship ventures that are unlikely to achieve the desired results. These companies did not widely advertise in the local South African market. However, because the 2010 FIFA World Cup™ had a worldwide impact, this does not mean that global brands failed to achieve their objectives elsewhere in the world. In other words, they could have been playing to a much wider audience, in much stronger markets than that of the host country. An interesting revelation was that most consumers were able to recall brands that were global, mass-marketed and consumer-oriented such as Coca-Cola and McDonalds. This may partially be because during the event they were intensively engaged in advertising their sponsorship in the 2010 FIFA World Cup™. / Central Research Committee, Vaal University of Technology.

Organisations both locally and internationally spend large portions of their marketing budgets on sponsorship opportunities in order to achieve organisational and marketing objectives. The Springboks are in partnership with an assortment of sponsors, from main sponsors to associate sponsors to official suppliers, all with their own objectives to achieve through their affiliation with the Springboks. Although sponsorship is a rapidly growing marketing communication medium, there seems to be uncertainty about aspects related to its impact and effectiveness. The primary objective of the study was to explore the influence that the sponsorship of the Springboks has on the consumer’s decision to purchase the sponsor products within the Tshwane area. The study was an exploratory study and made use of qualitative data collection tools such as naïve sketches and focus group interviews to obtain primary data. The collected data was analysed by means of content analysis. Various variables that impact on the consumer’s final decision to purchase products can be identified and the literature states that limited knowledge exists regarding the influence of integrated marketing communication (IMC) tools on each stage of the consumer decision-making process. Psychological processes that make up consumer behaviour may be impacted by the effects of IMC and acting further to induce a specific decision from the consumer. This study provides knowledge regarding the influence of sponsorship on consumer behaviour. It was found that sponsorship can contribute to increased awareness of sponsors and that it contributes to positive attitudes maintained within the minds of the consumers. As a result of positive attitudes and increased awareness, participants mentioned that they may consider sponsor brands as alternatives in their decision-making process. The final decision to purchase sponsor brands, as indicated by participants, is not dependent on the sponsorship of the Springboks. / Business Management / M. Com. (Business Management)

El principal objetivo dentro del trabajo de investigación fue comprobar que existen diversos beneficios comunicacionales dentro de la alianza estratégica, de más de 20 años, entre la marca Umbro y el Club Universitario de Deportes. En primer lugar, la investigación se realizó aplicando el método cualitativo, con dos entrevistas a profundidad a expertos y principales encargados de manejar las estrategias comunicacionales y de marketing: Mario Biggio, Brand Manager de Umbro; así como también a Leititia Chavez, Jefa de Marketing del Club Universitario de Deportes. En segundo lugar, se aplicó el método cuantitativo al realizar encuestas a dos públicos importantes dentro de la investigación: a los hinchas del Club Universitario de Deportes y a los hinchas del fútbol peruano en general. Finalmente, se acudió a dos eventos importantes de la marca para poder corroborar los resultados previos usando la técnica de la observación no participante. / Trabajo de investigación

Idrottssponsring ses idag som ett legitimt marknadsföringsverktyg, och är någonting som företag spenderar allt mer pengar på. För idrottsföreningar är sponsorintäkter en viktig del i att bedriva sin verksamhet. Tidigare forskning inom området hanterar frågan främst ur ett företagsperspektiv, hur företag kan nå strategiska mål genom sponsring. Det finns däremot inte lika mycket forskning som hanterar frågan ur idrottsföreningarnas perspektiv, hur de bör arbeta för attattrahera sponsorer. Därför är syftet med studien att öka förståelsen kring hur idrottsföreningar kan arbeta för att bli så attraktiva som möjligt för sponsorer. Genom en kvalitativ studie där semistrukturerade intervjuer genomförts med två företag och två idrottsföreningar ger studien svar på forskningsfrågan om vad företag vill uppnå genom sin sponsring och vad idrottsföreningars värdeerbjudande består av. Empirin analyserades genom en tematisk analys baserad på teman formulerade ur studiens teoretiska referensram. Studien visar att företag lägger stor vikt vid samhällsnytta som kan kombineras med exponering, att sponsorinvesteringar ger ett affärsvärde tillbaka till företaget samt att det finns en professionell organisation att samarbeta med. Dessa resultat, i kombination med empirin från idrottsföreningarna, utmynnade i följande praktiska rekommendationer. Idrottsföreningar bör fokusera på att optimera exponeringsytor som direkt kan kopplas till samhällsnyttiga projekt, prioritera affärsmässig kompentens inom organisationen för att skapa och bibehålla professionella relationer med företagspartners samt identifiera en tydlig profil att kommunicera utåt. Dessa slutsatser och rekommendationer kan vara till hjälp för idrottsföreningar som vill utveckla sin förmåga att attrahera sponsorer. / Sports sponsorship is seen today as a legitimate marketing tool and is something that companies spend more and more money on. For sports associations, sponsorship income is an important part of running their business. Previous research in the area deals with the issue primarily from a company perspective, how companies can achieve strategic goals through sponsorship. However, there is not as much research that deals with the issue from the sports associations' perspective, how they should work to attract sponsors. Therefore, the aim of this study is to increase the understanding of how sports associations can work to become as attractive as possible to sponsors. By conducting a qualitative study with semi-structured interviews with two companies and two sports associations, the study answers the research question about what companies want to achieve with their sponsorship and what the sports associations' value offer consists of. The empirical material was analyzed with the help of a thematic analysis based on themes formulated from the studies' theoretical frame of reference. The study shows that companies attach great importance to social benefit that can be combined with exposure, that sponsorship investments should provide business value back to the company and that there is a professional organization to collaborate with. These results, combined with the empirical evidence from the sports associations, resulted in the following practical recommendations. Sports associations should concentrate on optimizing areas of exposure which can be directly linked to socially beneficial projects, prioritize business competences within the organization in order to create and maintain professional relationships with partners and finally, they should identify a clear profile to communicate externally. These conclusions and recommendations can be helpful for sports associations that want to develop their ability to attract sponsors.

1948年5月，上海舉辦第七屆全中國運動會，臺灣首次組隊參賽即一鳴驚人，榮獲男子田徑總冠軍，同時更展現守秩序、法紀律、團結合作、服從裁判的運動精神。不論場內的運動實力和場外的運動風範，皆被大會評為「全國第一」。究其因，實肇基於日本統治期間致力發展體育運動所展現的成果。事實上，臺灣在日本統治之前，近代式體育運動僅在西洋勢力所及的範圍內施行，成效自是相當有限，迨至日治時期，乃藉由學校教育與社會體育兩大方向，開始全面性、普遍地提倡體育運動而獲致相當程度的發展成果。值是之故，本論文主旨即在探討日本統治下的臺灣，究竟為何／如何發展體育運動，以及有何成效。 本文係以當時臺灣地區運動員的競賽為主，包含內地人(日本人)、本島人(臺灣人)以及高砂族(原住民)，因為此三種族群皆是當時臺灣運動代表隊的組成份子，以做為主要的論述對象更能得知當時臺灣體育運動的發展情況。在論文內容方面，首先，從近代西洋體育運動的興起與發展談起，隨著歐美列強國力的擴張將其科技文明與生活形態傳至亞洲，再至日本明治維新前後追求改善國民體格而向學習歐美體育運動，而臺灣即在此時代背景之下被納為日本殖民地。其次，探討日治時期各界人士對於體育運動所提出的觀念看法，以說明發展體育運動的動機與目的。再次，討論推行體育運動的主要機構，主要著眼於人事、經費以及如何運作等方面，以瞭解是由哪些人／在什麼樣的時代背景之下／如何從事體育運動的發展。第四、討論臺灣運動選手參加各項運動競賽的成績表現，主要以全島性比賽，以及與鄰近的朝鮮、滿洲、日本、菲律賓等地的比賽成績作較，可大致明瞭臺灣的運動技術水準。第五、分析社會領導階層人士所從事的休閒運動，以考察當時是哪些休閒運動最受是有錢有閒階級的喜愛，並從中討論體育運動的發展概況。 經由本文的討論發現，日治時期體育運動的發展係在官方強力主導、民間配合實施之下進行推廣。其次，臺灣的體育組織是日本帝國體育組織在殖民地的分支機構，臺灣全島性的運動比賽成為日本全國性比賽的地方預選賽，臺灣優秀的運動選手與隊伍在島內勝出者即成為地區性代表隊，順理成章前往日本參加更高層級的比賽。此外，體育是現代教育不可偏廢的項目，不僅能改善個人體格發育，也有助促進健康衛生；同時，體育並非僅是單純的身體運動而已，有時亦被視為國力的象徵，發展體育運動有助陶冶國民性格和促進日臺融合。最後，隨著日本統治的時間漸久以及統治程度的強化，臺灣體育運動呈現日漸普及的趨勢，而另一方面，則漸帶有濃厚的日本色彩，甚至許多日式運動術語發至今仍是使用中的辭彙即是明證。至於日治時期臺灣體育運動的成績表現究竟如何呢？整體而言，不僅與殖民母國日本仍然相去甚遠，即便連同為殖民地的朝鮮、滿洲、菲律賓等地亦有所不及。然而，雖然未見日治時期臺灣運動選手與中國正面交手的紀錄，但從1948年的上海全國運動會成績可推知，日治臺灣體育運動的整體水準，似乎不在同時期的中國之下。 關鍵字：日治時期 臺灣 體育史 體育觀 武德會 體育俱樂部 臺灣體育獎勵會 臺灣體育協會 明治神宮體育大會 甲子園 網球 棒球 田徑 游泳 登山 馬術 高爾夫 / In May 1948, the 7th China Sports Game was held in Shanghai. The athletic performance of male track and field athletes amazed the world by winning the overall championship though it was the debut of Taiwan in this athletic event. These male athletes disciplined themselves, obeyed the rules, cooperated with one another, obeyed the referees’ orders, and exhibited good sportsmanship. Both their athletic performance and sportsmanship on the sports field or beyond sports field were ranked as “national champion” by the sponsor. Their great performance actually was the achievement from the devotion to developing athletic sports during Japanese Occupation Period. In fact, before the colonization of Japan, modern athletic sports in Taiwan were only practiced in few regions where foreigners aggregated and the effect of athletic performance was quite limited. The overall promotion of athletic sports was put into practice through school education and social sports activities until the Japanese Occupation Period and so was the great performance achieved at that time. The main purpose of this study is to investigate why and how the Japanese developed athletic sports in Taiwan and the effects. The research subjects were mainly the athletes at that time in Taiwan, including the Japanese, the Taiwanese, and the aboriginals (indigenous people) since these three groups were all members of sports representatives in Taiwan at that time. These subjects were investigated to find out about the development of athletic sports in Taiwan at that time. Firstly, the study probed into the rise and the development of modern western athletic sports. With the expansion of national powers of European countries and the U.S., their science, technology, and life styles were spread to Asia. Moreover, after Meiji Restoration, the Japanese started to put emphasis on improving their physique and hence learnt the western athletic sports. And Taiwan was colonized by Japan under this background. Secondly, it investigated the concepts and viewpoints on athletic sports proposed from all walks of life during Japanese Occupation Period to demonstrate the motives and purposes of athletic sport development. Thirdly, it investigated the major facilities responsible for promoting athletic sports from the aspects of personnel matters, funds, and the operation methods to understand who were involved, how they developed athletic sports, and under what kind of background were athletic sports developed. Fourthly, it investigated the performance of athletes in each kind of sports games, especially national games. The study also compared the athletic performance of Taiwan with that of nearby countries such as Korea, Manjou, Japan, and Philippine to understand the athletic level of Taiwan. Fifthly, it analyzed the leisure sports that the leaders of the society engaged in to explore the preferences of leisure sports of the rich at that time and further investigate the profile of athletic sports development. This study found that the development of athletic sports in Taiwan during Japanese Occupation Period was dominated by the government with the cooperation of non-government in promotion. The sports organizations in Taiwan were the colonial branches of sports organizations in Japanese Empire and the national sports competitions in Taiwan became local preliminaries of Japanese national competitions. The outstanding athletes in Taiwan and the winners of local preliminaries would become the local sports representatives to participate in competitions of higher level in Japan. In addition, the study found that physical education is indispensable in modern education, which not only improves the physical development of individuals but also improves health. Meanwhile, athletic sports ability not simply teaches a kind of physical movement and it is sometimes viewed as a symbol of national powers. The development of athletic sports helped cultivate the personality of people and improved the integration ethnic integration between Taiwan and Japan. With the increase of colonization time and the reinforcement of governance, the athletic sports in Taiwan gradually became more and more popular. On the other hand, it was found that the sports activities in Taiwan was greatly influenced by Japan and even the Japanese sports vocabularies are still used now in sports activities. As for the athletic performance of Taiwan during Japanese Occupation Period, as a whole, the athletic performance of Taiwan was better than Japan and other colonies of Japan, such as Korea, Manjou, and Philippine. Although the athletes in Taiwan during Japanese Occupation Period did not compete with the athletes of China, it could be inferred from their athletic performance that the overall level of athletic sports in Taiwan during Japanese Occupation Period was equivalent to that of China. Keywords: Japanese Occupation Period, Taiwan, sports history, viewpoint of sports, Dai-Nippon Butokukai, sports club, Taiwan sports sponsorship association, Taiwan sports association, Meigi-jingu Athletic Meet, Koshien, tennis, baseball, track and field, swimming, mountain climbing, equestrian, golf