Thesis (M.S.)--Slippery Rock University, 2002. / Includes bibliographical references (leaves 59-63).

Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2010 / A total of R4.8 billion was spent on sports sponsorship in South Africa in 2008, while a remarkable increase in sports sponsorship indicates that research, which deals with studying effectiveness of sports sponsorship, is essential. Moreover, brand extension was considered as a means to assist brand revitalisation and revival; however, in order to render brand extension implementation successful proved another important aspect of this research. Therefore, this research answers the question: can marathon sponsorships help sponsors to achieve effective and successful brand extensions? This study applied quantitative methodology as its research design. A self-administered questionnaire was designed for the survey and quota sampling was implemented in the research. A sample of 122 athletes who ran the full marathon at the Weskus Marathon was collected at the venue where athletes collected their running numbers on 5th of March 2010 for the following day’s race. This process continued until the researcher had asked 122 athletes for their cooperation to complete the questionnaires. The responses indicated that marathon athletes agreed that: first, a qualified marathon enhances the sponsor's brand image; second, the sponsor's brand was visible at the previous event; third, I can recall the sponsor’s brand of the most recent marathon in which I participated (excluding current marathon); fourth, sponsoring the marathon enhanced my awareness of the sponsor's brand/product; and last, it is good to have the same sponsor sponsoring a marathon continuously. Conversely, the responses also illustrated that the marathon athletes were neutral towards the following research statements: firstly, participating in marathons that have high media coverage; then, I will buy a new product in addition to the brand, which sponsored the marathon; and finally, my experience of the marathon will influence my decision to buy a new product in addition to the brand, which sponsored the marathon. Hence, the research explored the hypothesis that marathon sponsorship can be utilized as an effective way to achieve brand extension. Furthermore, regarding brand extensions and marathon sponsorships, male athletes of the Afrikaner or English culture who use English as their home language, think that marathon sponsorships will be effective for brand extensions. Such athletes are normally around 41 to 50 years old, are professional, managerial and are involved in other work such as administrative, marketing, skilled craft, self employed and so on, and have a higher education – postgraduate diploma/degree, while their running years range from 3 to 5 years.

The present study analyses, on its content the sports sponsorship made in two football teams of CearÃ, the Cearà Sporting Club and the Fortaleza Sports Club, by four private enterprises, Construtora Mapec Ltda, Construtora Nossa Senhora de FÃtima Ltda, Santana TÃxtil do Brasil and Hapvida Lda, in the past ten years. Its main goal is to investigate the benefits that the sports sponsorship brought to the researched enterprises, the reasons that lead them to choose this kind of comunication media and if there was some sort of planning to its adoption. It searches, also, to identify if it had been any evaluation made by those organisations, relating to the return of the sports sponsorship, as also classify in wich step of the sponsorship development those enterprises are. It is talked about concepts, classifications, characteristics, planning, selection procedures and media goals. Analise the sides of sponsorship and of (mecenato) throught is history, concepts, nature, search of success, researches and evaluation. Justify, taking as basis the theorethycal inquires presented by several authors and the reason of the methodological aplication used. At the end, it evidences that the sports sponsorship of Cearà teams has developed as the years go by. Since the first studies, in the 1990 decade until today, the sponsorship enterprises stopped watching sponsorship as (mecenato), when doesnât demand counter-strikes of its investments and started to understand that sports sponsorship could be used as an important way of media in order to reach its marketing aims, through the wide spread of its brand to the mass market. So it verifies with this study, that the sponsorship is used by enterprises as a marketing strategy, using it with sponsor actions in promotions, sales and institucional, expecting some return. Meanhile, those enterprises should develop better their sponsorship researches made in the Teams in order to have a wider and precise evaluation of the researched results, as a way to reach bigger counter-strikes of the invested money. / A presente dissertaÃÃo analisa, em seu conteÃdo, o patrocÃnio esportivo realizado em dois clubes do futebol cearense, o Cearà Sporting Clube e o Fortaleza Esporte Clube, por quatro empresas da iniciativa privada, Construtora Mapec Ltda, Construtora Nossa Senhora de FÃtima Ltda, Santana TÃxtil do Brasil Ltda e Hapvida Ltda, nos Ãltimos 10 anos. Sua principal finalidade à investigar os benefÃcios que o patrocÃnio esportivo proporcionou Ãs empresas pesquisadas, os motivos que as levaram a escolher este tipo de mÃdia e se houve algum tipo de planejamento para a sua adoÃÃo. Procura, tambÃm, identificar se houve alguma avaliaÃÃo realizada por essas organizaÃÃes em relaÃÃo ao retorno do patrocÃnio esportivo, bem como classificar em qual etapa do desenvolvimento do patrocÃnio essas empresas estÃo inseridas. Discorre sobre conceitos, classificaÃÃo, caracterÃsticas, planejamento, processos de seleÃÃo e objetivos de mÃdia. Analisa aspectos do patrocÃnio e do mecenato quanto ao histÃrico, conceitos, natureza, busca do sucesso, pesquisas e avaliaÃÃo. Justifica, tomando como base as formulaÃÃes teÃricas apresentadas por diversos autores, o motivo de aplicaÃÃo da metodologia utilizada. Ao final, constataremos que o patrocÃnio esportivo dos clubes cearenses evoluiu com o passar dos anos. Desde os primeiros, na dÃcada de 1990, atà hoje, as empresas patrocinadoras deixaram de ver o patrocÃnio como um mecenato, em que nÃo exigiam a contra-partida de seus investimentos, e passaram a compreender que o patrocÃnio esportivo poderia ser utilizado como uma importante mÃdia para alcanÃar seus objetivos de marketing, mediante ampla divulgaÃÃo de sua marca no mercado de massa. Assim, verifica-se com o presente estudo, que o patrocÃnio jà à utilizado pelas empresas como estratÃgia de marketing, em promoÃÃes de vendas e institucional, com uma expectativa de retorno financeiro e de melhoria de imagem. Observa-se que as empresas deveriam desenvolver melhor suas pesquisas sobre o patrocÃnio realizado nos clubes para a obtenÃÃo de uma avaliaÃÃo mais abrangente e precisa dos resultados alcanÃados, como forma de conseguir maior retorno do capital investido.

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Problem: This thesis addresses the rapid growth and increasing influence of E-Sports asa popular and competitive sport, along with the opportunities it offers for marketing andbrand promotion. Despite its popularity, there needs to be more knowledge andinformation about sponsorship in E-Sports and the dynamics of sponsor relationships withE-Sports consumers. Therefore, this thesis intends to bridge this gap by connectingestablished sponsorship theories with the emerging E-Sports events and competitionsmarket.Purpose: The purpose of this study is to examine how consumers perceive thesponsorship of E-Sports tournaments. The goal is to provide insights for companieslooking to engage in E-Sports sponsorship and enhance their strategies in order toeffectively connect with E-Sports fans. By focusing on sponsorship congruence in E-Sports tournaments, the study aims to explore consumer perceptions of sponsorship andidentify the factors that influence their perception. The research question guides anempirical investigation to help companies improve their sponsorship strategies andenhance engagement with E-Sports fans.Method: A quantitative research method has been used as an online survey to achieveour study's purpose. It included 83 respondents.Throughout the study, the scales used forthe variables are validated through previous research studies conducted in the field ofsponsorship. These studies have established the reliability and validity of these scales inmeasuring the respective constructs.Results: Our research contributes to understanding the factors that drive effective E-Sports sponsorship and offers valuable insights for academia and industry. It provides abasis for future investigations that can further enhance our knowledge of this dynamicand rapidly evolving field. The study identified key factors that influence theeffectiveness of E-Sports sponsorships, including authenticity, fit, and trust. These factorsprovide insights for future sponsorship investments in the E-Sports industry.

Thesis (doctoral)--Universität, Regensburg, 2009. / Includes bibliographical references.

This thesis deals with sports sponsorship, concretely with an evaluation of the sponsoring activities of partners for a series of competition mountain bikes called Kolo pro život. The first chapter of the theoretical section explains the definition of sponsorship and types of sponsorship. The second chapter deals with sports sponsorship, strategy and effectiveness. In the practical section starting with the third charter I introduce the competition series Kolo pro život. The fourth chapter focuses on the partners of the competition series, where I analyse the motivation of sponsorship, their goals, marketing activities, target groups etc. In the fifth charter I prove my two hypothesis, which I specified before my research started. In the conclusion I suggest improvements for the future.

Bibliography: leaves 231-291. This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis.

This study explores the relationship between two theoretical constructs: brand image and brand equity in the context sports sponsorship. The sporting context for the study was the 2003 Rugby World Cup held in Australia. The research focused on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. Keller's (1993, 2003) customer-based brand equity models were the conceptual inspiration for the research, with Faircloth, Capella and Alford's (2001) conceptual model - adapted from the work of Aaker (1991) and Keller (1993) - the primary conceptual model. Data was collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas's brand image and adidas's brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view postulated by Keller (1993, 2003) that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al (2001) who found that brand image directly impacted brand equity.

Bibliography: leaves 231-291. / xiv, 291 leaves : ill. ; 30 cm. / Title page, contents and abstract only. The complete thesis in print form is available from the University Library. / This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis. / Thesis (Ph.D.)--University of Adelaide, Dept. of Commerce, 2002