Thesis (M.S.E.S.S.)--University of Florida, 2004. / Title from title page of source document. Document formatted into pages; contains 129 pages. Includes vita and abstract. Includes bibliographical references.

D.Phil. (Sports Management) / 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. Most international as well as local research on the subject, focused on the establishing of the sponsorship objectives (Abratt & Grobler, 1989; Mattheus, 1996; Polonsky, Sandler, Casey, Murphy, Portelli & Van Velzen, 1996 and Spence, Abratt & Mattheus, 1997). Although this gap is prevalent in the broader field of sponsorships, the focus of this study is on the maintaining and enhancing of the sponsorship relationship between a corporate sponsoring organisation (the sponsor) and sport federations (the sponsoree). The primary objective of this study is to develop a framework from a marketing perspective that could guide the establishment and enhancment of relationships in sport sponsorships in South Africa between a sponsor and a sponsoree. The following sub objectives were formulated to help achieve the primary objective of the study: - Identify, describe, analyze and contextualize the relationships within sport sponsorships. - Investigate, describe and argue the theoretical framework of marketing and the positioning of relationships therein. - Compare the theoretical framework of relationships in sport sponsorship with the current practices within the South African context. For the purpose of this study, the respondents have been divided into two categories. The first category is corporate organisations in South Africa involved with sport sponsorships (that is corporate organisations sponsoring sport). The second category is the sport organisations in South Africa (sport codes) that receive sponsorship money. The first phase of the study involved an intensive study of the available literature on the subject, involving local as well as international resources. This provided the academic as well as the theoretical basis for this study. The second phase of the study focused on the empirical research of the study. During the empirical research phase, a questionnaire was developed in order to determine the primary and secondary objectives of the study. The growth in sponsorships illustrates its popularity as a marketing communication element to be applied by organisations. All indicators are that sport sponsorships will continue to play a major role in the marketing communication of organisations. It is therefore important that marketers understand the role of sport sponsorships within marketing. Corporate organisations view the sponsorship relationships as an activity that will benefit both the corporate organisations, as well as the sport federations. This implies that such a relationship already exists. Sport federations on the other hand rank the development of such a relationship as a priority, implying that they are of the opinion that such a relationship does not exist at this point. The two target groups ranked the reasons (or intentions) to become involved in sponsorships somewhat differently. For the respondents of the corporate organisations, the development of the corporate image is the most important goal. The respondents from the sport federations are of the opinion that the most important goal for corporate organisations to get involved with sponsorships lies in the fact that sponsorships have the ability to generate some free publicity for the organisation. The respondents of the two target groups viewed the different factors that might have an influence on the sponsorship decision-making differently. Respondents from corporate organisations viewed the ability to get their organisation involved in the community as the element that had the greatest influence on their decision-making process while the respondents from the sport federations on the other hand saw the coverage that a sporting event would get, as the element that would have the biggest impact on the decision making process. Trust was viewed by both the corporate organisation as well as the sport federations as an important element in the forming and establishment of relationship marketing within sport sponsorships. In the establishment of relationships within sport sponsorships, the conclusion can be drawn that the concept of loyalty has a very strong influence, since the respondents from both target groups viewed it as such. The same conclusion can be drawn concerning the development of bonds in sport sponsorship relationships. After comparing the views of the two target groups concerning the role of empathy in sport sponsorship relationship, it was found that each group had a different view of its importance. The respondents from the corporate organsiations saw it as very important while the respondents

M.B.A. / Sponsorship of business-to-business conferences is an effective marketing tool available to companies targeting the business market. However, as with any other marketing tool, there are various factors that influence the degree to which business-tobusiness conference sponsorship will be effective in contributing to the achievement of a company's strategic marketing objectives. For this dissertation, the research problem is that sponsors do not seem able to accurately measure the degree to which business-to-business conference sponsorship has been effective in achieving their marketing objectives. If sponsors do not know how effective sponsorship has been in achieving their objectives then they cannot make informed decisions about future sponsorships. The purpose of this study therefore, was to examine the evaluation of business-tobusiness conference sponsorship and explore the extent to which sponsors evaluate the degree to which sponsorship has met their marketing objectives. A research survey was conducted amongst senior managers responsible for marketing decisions within their organisations. The findings of the research showed that 17% of respondents did not set objectives to be achieved though their sponsorship of a business-to-business conference. By not setting objectives, it is unlikely that companies will be able to accurately determine whether the money spent on sponsorship was justified or not. A further 13% of respondents that did set objectives did not measure the extent to which the objectives were achieved. The researcher identified eight primary marketing objectives of business-to-business conference sponsorship. These are: Increasing awareness Positioning Sales Niche marketing iii Entertaining clients Database building Networking and forging new business relationships Conduct market research It was found in the research that the most commonly mentioned method to measure the extent to which business-to-business conference sponsorship objectives had been achieved was using a sales-related measure, for example sales revenue. However, the majority of respondents (60%) also indicated that it was "strongly unlikely" that sales objectives could be achieved through business-to-business conference sponsorship. It is interesting that the majority of respondents (48%) believe that it is the "fault" of the sponsors themselves that their marketing objectives have not been achieved by sponsoring a business-to-business conference, while 30% believe that the "fault" lies with the conference organiser. This report concludes with recommendations for both sponsors and conference organisers about how to improve the effectiveness of business-to-business conference

Assignment (MComm)--University of Stellenbosch, 2002. / ENGLISH ABSTRACT: Sponsorship marketing, as part of the integrated marketing communication programme, is a relatively new field of application. There is still a lack of research in many areas of this field, especially in respect of the measurement of the effectiveness of this communication instrument. Although its roots could be traced back to ancient Greece, substantial growth and development in the field of sponsorship marketing have taken place over the past three decades. More recently the concentration of sponsored events has moved away from sports and has been divided between a number of other areas, notably art and entertainment and also charity events. With the increase in sponsorships, an increase in literary research has also been detected. The analysis of the sponsorship strategy of a German insurance company - Cosmos Direkt - has shown that in practice many companies are still not fully exploiting the potential of their sponsorships. This became even more obvious when it was compared to the approach to sponsorships of some of South Africa's largest insurance companies. The comparison indicated that some of the insurance companies had achieved satisfaction with their sponsorship, while others were still battling to establish the right formula for success. The inconsistency of the success of sponsorships could often be ascribed to a large number of companies being uncertain about sponsorships and reluctant to fully integrate these into their marketing strategies. Sponsorships could only be effective when they are supported by other marketing communication tools, rather than being viewed as a completely separate activity. Sponsorships should be used in synergy with the other communication instruments, so that the company may project a uniform message to its customers and the public. / AFRIKAANSE OPSOMMING: Borgskappe, as deel van 'n geïntegreerde bemarkingskommunikasie, is 'n redelike nuwe veld van aanwending. Navorsing in baie gebiede van hierdie veld is nog uitstaande, veral waar die meting van hierdie kommunikasie-instrument van belang is. Oor die afgelope drie dekades het wesenlike groei en ontwikkelinge op die gebied van borgskappe plaasgevind, alhoewel die oorsprong teruggevolg kan word tot na die antieke Grieke. Meer onlangs het die fokus van geborgde gebeurtenisse wegbeweeg van sport af en is nou meer versprei oor 'n aantal ander gebiede, byvoorbeeld kuns en vermaak, asook liefdadigheidsorganisasies. Met die toename van borgskappe het daar ook 'n toename in literêre navorsing plaasgevind. Die analise van die borgskapstrategie deur 'n Duitse versekeringsmaatskappy - Cosmos Direkt - het aangetoon dat baie maatskappye in die praktyk nog nie die volle potensiaal van hul borgskappe benut nie. Hierdie bevinding is bevestig nadat dit met die benadering tot borgskappe van verskeie Suid-Afrikaanse versekeringsmaatskappye vergelyk is. Die vergelyking het aangetoon dat sommige versekeringsmaatskappye tevredenheid met hulle borgskappe bereik het, terwyl ander nog steeds op soek was na die regte formule vir sukses. Die teenstrydigheid ten opsigte van die sukses van borgskappe is dikwels die gevolg van maatskappye w~t onseker is oor hulle borgskappe en huiwerig is om dit ten volle met hulle bemarkingstrategieë te integreer. Borgskappe kan egter net effektief wees wanneer hulle ondersteun word deur ander bemarkingskommunikasie-instrumente, en nie as iets heeltemal afsonderliks beskou word nie. Borgskappe behoort in sinergie met die ander bemarkingskommunikasie-instrumente gebruik te word sodat 'n maatskappy 'n eenvormige boodskap aan sy klante en die publiek sal stuur.

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

Since 1989 the culture activities and the audiences have been gradually growing in Taiwan. The government expenditures in art activities increase with stable path during this period of time. Besides, the government subsidies from Council for Cultural Affairs and from National Culture and Art Foundation are considerable. Furthermore, Wen-Hsin Award, which encourages the corporate to support the art activities, has raised 3.6 billion NTD. Recently, companies are reported like a movie star via the media for sponsoring the art groups. For example, the Lin-Yuan Group and Chinatimes Corp. have supported Cloud Gate Dance Theatre for fourteen outdoor shows within 5 years and TSMC contributes 15 million NTD to Cloud Gate Dance Theatre to promote the dance performing art. The examples above show the art and culture be emphasized in public and private sectors. However, there are still many art groups applying for more money to improve the art activities and development. The main purpose in this study is to discuss the sponsorship of companies to art activities and provide the art groups and the sponsors with the acknowledgement of support relationship and with the way of support. To achieve the goal, researcher goes through literature review and case interview. By choosing five companies that won the Wen-hsin Award and examining their motivation, effects, and decision process, we discuss the influences and the interaction of the support. There are three characteristics of self-interest motivation support: 1. The companies with products that are banned for advertisement have more interest to sponsor and with diversified forms if they supported before. The requirement is that the proposal should point out how the contribution can increase the sale. Generally, the proposal should be filed within the expiry date. However, there could be no time limitation in some special cases . 2. The companies sponsor the art activities because of high-level managers¡¦ preferences. They support the activities only if the CEO, for example, regards the activities are meaningful and valuable. 3. In the decision process of corporate sponsorship, the consistency of sponsor purpose, the accumulation of sponsor knowledge, and the level of systemization are different. It causes that decision process belongs to different decision models. As far as we know, the most sponsors are still in the chaos stage. It reveals that corporate sponsorship of art or culture activities is still in the initial stage. Any successful sponsorship could be the model case in this area.

Thesis (Ph. D.)--University of Missouri-Columbia, 2000. / Typescript. Vita. Includes bibliographical references (leaves 106-132). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 2000. / Typescript. Vita. Includes bibliographical references (leaves 106-132). Also available on the Internet.

published_or_final_version / Social Service Management / Master / Master of Social Sciences

This thesis reports findings from a study that analyzed the sponsorship strategies, objectives, and benefits of the Canadian Hockey Association's women's ice hockey support program. There has been a notable increase in recent years in the number of women sport spectators and sport participants in ice hockey, which has increased the sport's potential for sponsorship. Women's ice hockey is Canada's fastest growing sport with approximately 40,000 females registered from coast to coast - an increase of over 400% in the last 10 years. (http://www. canadianhockey.ca). Although small in size compared to the men's program, (Women= 37,700, Men= 470,714) these numbers suggest that women's hockey is a good candidate for targeted sponsorship marketing approaches such as direct marketing and relationship marketing. Relationship and direct marketing are approaches to marketing and business communications that have emerged recently in the literature and can be used to enhance the benefits of sponsorship. Relationship marketing can be described as an integrated effort to identify, maintain, and build a network with individual customers and to continuously strengthen the network for the mutual benefit of all parties involved (McDonald and Milne, 1997). Direct marketing methods can be used to help identify, build and maintain relationships with customers and prospective customers using database technologies. According to Shani (1997), database marketing is a necessary tool to implement relationship marketing and involves the collection of information about past, current, and potential customers to build a customer database. The thesis study was designed to assess the marketing and sponsorship activities of thirteen major corporate partners involved in the women's program at the premier ($500,000+), broadcaster, or associate/program ($100,000+) levels. Eight corporate partners participated in the study. Interviews were conducted, in each case, in the offices of the respective corporations. Each interview was recorded and transcripts were prepared of the tape recordings. In addition to the audio recordings and transcripts, observations were made on-site and a wide range of sponsorship-related promotional materials were collected. The data were analyzed according to the corporate objectives, strategies and benefits obtained and the marketing & sponsorship methods that were utilized. Four major sponsorship objectives were found, ranging from traditional goals such as brand (and corporate) image & awareness and community involvement to more innovative objectives in sales and integrated promotions and advertising. Nine core corporate programs offered to the sponsors by the CHA are outlined in the thesis including: the Initiation Program; Skills Development Program; Experience a Dream; Fun Days; Medals of Achievement; Schools Program; PlayRight; the Coaching Certification, Development and Rewards Program; and Women in Coaching and Role Model Seminars. The research found a number of benefits of these core programs for the sponsors, including opportunities for relationship marketing, direct marketing, and niche marketing. Although for the most part CHA sponsors were very optimistic and supportive of the women's ice hockey program, there were a number of barriers and issues that concerned them. This research shows, however, that corporate partners for the most part were able to overcome these barriers and that they felt it was important to support the women's game of ice hockey in Canada.