Thesis (M.S.)--Springfield College, 2003. / Includes bibliographical references.

Thesis (D.Com.(Marketing & Communication Management.))--University of Pretoria, 2001. / Available on the Internet via the World Wide Web.

Thesis (M.A.)--University of British Columbia, 2005. / Includes bibliographical references (leaves 132-137). Also available online (PDF file) by a subscription to the set or by purchasing the individual file.

Thesis (M.A.)--University of British Columbia, 2005. / Includes bibliographical references (leaves 132-137).

M. Comm. / The view that some sports receive support from potential sponsor companies more readily than others, were investigated during this study. If this view was not applicable all sports would, for instance, receive equal media coverage, would be financially strong and there would not have been competition for sponsorships. Some sports attract potential sponsor companies more thanother sports. The study focused on this aspect, as well as highlighting the importance of the company identifying itself with a specific sport to ensure an efficient and mutually advantageous relationship to both parties. Companies planning to use sport as marketing medium must make marketing decisions in terms of the type of sport they want to use to market their products. Specific sport organisations do not necessarily know what the company expects from the sport itself. Synchronisation must therefore be reached between the specific sport organisation's needs and the potential sponsor's marketing needs, which should be mutually beneficial. The overall study problem is stated as a question: Which aspects are of importance when a company decides to market its products through sport as a medium? The descriptive research instrument utilised for the aim of this study is the questionnaire. Information was gained by asking subjects to answer questions in writing. The final questionnaire consisted of non-discriminating, precise questions which could be answered frankly by the subjects. The study is structured around the marketing planning process, which emphasise decision making aspects involved in the allocation of sponsorships by companies planning to market their products through sport. From the research it is clear that companies will sponsor sport only if concrete benefits are to he gained from it. It is the responsibility of the sports organisation to emphasise these benefits to the company involved. The benefits mentioned are mainly advertising opportunities, as well as publicity for the company which want to market its product through sport. Furthermore it was found that companies sponsor sport, or use it as a marketing medium, only if the company and the sports organisation have corresponding spheres of influence. In other words the company's target market must to a large extent, correspond with the participants of the sport and its spectators (primary and secondary users). It was also found that sponsorships are mostly given to team sports which are practised on a national level. Sponsoring companies were mostly found to be market leaders. Marketing opportunities offered by sport to a company is compiled by the type of sponsorship the company support. At meeting-, special function-, 'corporate- and facility sponsorships, some of the marketing instruments (with special reference to promotional instruments) can be utilised to convey the company's sponsorship of the sport to the public. It is then for both the sport organisation, who apply for a sponsorship, as well as the company who want to market its product through sport, necessary to research certain aspects concerning the company and the sports organisation. With enough background information, chances increase for a successful symbiosis for both parties.

M. Comm. / Sponsorship has grown immensely the past decade and involves billions of rand worldwide each year. Many big companies use this form of marketing successfully to achieve certain objectives. In South African athletics however, problems and pitfalls that may hinder the success of a sponsorship are experienced at regular intervals. It is believed that sponsors use the wrong objectives or make the wrong choices; that problems occur too frequently; and that the problems experienced are caused by the inability of athletics organisers to address or prevent such problems. The purposes of this study are to identify and describe problems that are regularly found in sport sponsorships and especially athletics sponsorship in South Africa. The underlying objectives are to determine whether sponsors use the correct objectives, to identify problems that occur regularly and to establish the organisers' responsibility for these problems.

D.Comm / Despite the large amounts of money spent on sponsorships and per implication sport sponsorship, little research is available concerning sponsorship practices in South Africa. There is thus a need for a research study or project to establish how corporate sponsors and sport organisations manage relationship marketing within sponsorships. Literature shows that there is a need to understand the various relationships in sport sponsorships, in order to be able to establish and maintain long-term successful sponsorship agreements. / Prof. W.J. Hollander Prof. J.Busser

Thesis (PhD) - Swinburne University of Technology, 2007. / Doctor of Philosophy, Swinburne University of Technology - 2007. Typescript. Bibliography: p. 209-229.

Thesis (Ph. D.)--Florida State University, 2004. / Advisor: Dr. E. Newton Jackson, Jr., Florida State University, College of Education, Dept. of Sport Management, Recreation Management and Physical Education. Title and description from dissertation home page (viewed Jan. 13, 2005). Includes bibliographical references.

Sponsorship of sport has become an integral part of the marketing mix of the corporate world, with corporations devoting large amounts of money to associate themselves with a particular sport and/or its identity. This seemingly ever-increasing use of sport as an entertainment medium by television broadcasters and the concomitant increasing amounts of money tied up in the upper echelons of professional sport have made it hard to imagine professional sport without corporate sponsorship.Sponsors have become increasingly prudent about the way their sponsorships is spent. A mere “feeling of association” is not enough to justify the amounts of money required to become a sponsor of a top-level sport. Corporations therefore utilise methods of monitoring sponsorship effectiveness to ensure that they receive maximum return on their investment. / Mr. T. Terblanche