Thesis (Ph. D.)--Lehigh University, 1999. / Includes vita. Includes bibliographical references (leaves 81-85).

Thesis (PhD(BN) -- Bond University, [2006.]. / "A thesis submitted to Bond University in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Business.". Bibliography: pages 151-167. Also available via the World Wide Web.

D.Comm. / A sponsorship is seen as the marketing communication activity whereby an IOrganization contractually makes a financial or material investment to an individual, activity or broadcast in order to achieve pre-determined objectives for the organization amongst the members of the organization's target market. Sponsorship of events, sport and broadcasts has increased in prominence in the past ten years, largely due to the increasing amounts of money which are being invested in this aspect of marketing communication. The growth in sponsorship investment reflects growth of between 25%-30% per annum, which is larger than that found in other marketing disciplines., Approximately the same amount of money is spent on radio advertising in this country annually as invested in sponsorships, indicating the relative importance and widespread use of sponsorship by organizations in South Africa. Various sponsorship objectives have been identified in the literature such as corporate objectives, product obje~tives, sales objectives as well as the objectives of media exposure, publicity and communication: A sponsorship is a form of investment, it needs to be evaluated like any other financial investment. The sponsorship investment must be evaluated in terms of its required performance. The sponsorship is required to yield a commercial benefit for the sponsoring organization, and evaluating the benefit is important to its continued use by the organization. Methods which can be used to evaluate a sponsorship can be divided into four broad categories, namely advertising-based methods, sales-based methods, sponsorship-specific methods and other methods. Which of the above methods ought to be used to evaluate a sponsorship depends on the objectives which the organization sets for the specific sponsorship. Regular sponsorship evaluation is necessary to ensure that the sponsorship attains the specific objectives.

Thesis (M.S.)--Drexel University, 2004. / Includes abstract. Includes bibliographical references (leaves 34-36).

Authors: Niklas Hansson and Niklas Johansson Supervisor: Svante Andersson Keyword(s): Sponsorship, Sport sponsorship, Sponsorship fit, Sponsorship objectives, Sponsorship outcomes, Sponsorship approach Purpose: The purpose of this study is to describe and explore how companies and sports teams decide to enter sponsorship agreements with each other. The purpose is also to explore the entire sponsorship process together with the specific relationships between sponsor/-s and sponsee/-s. This will be done in order to make a contribution to the research field of sponsorship in the context of sports teams. Research Problem: How does the sponsorship process form and how do sponsors/ sponseeswork with their sponsorship relationships? Method: The main methodological choice has been the abductive research method, where theories have been added and removed from the framework, in order to analyse data properly. A qualitative approach has been chosen and empirical data from eight organisations form two cases with three sponsors and one sponsee has been gathered. Primary data were collected from personal interviews and complemented with secondary data from websites and other material provided by the respondents. Theoretical Framework: The theoretical framework consists of classic sponsorship theories,in order to form a solid theoretical base for the concept of sponsorship. These classics are presented together with more modern theories regarding sponsorship in connection to certain aspects of the process and relationships and thus making the theoretical framework current and up to date. Conclusion: The process has been seen to take one out of two options, whereas a structured sponsorship process is one option and the other option is a rather unstructured sponsorship process. Sponsors and sponsees reported that they work increasingly with their networks and thus suggested that the network approach connected to sponsorship will grow more important in the upcoming years. Generally, it appears as if the main focus within sponsorship, in terms of fit, is how it works internally or within the agreement between sponsor and sponsee. Whether it signals something good or bad to the audience is therefore of no real interest or matter.

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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

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 (M.S.)--West Virginia University, 2003. / Title from document title page. Document formatted into pages; contains iv, 48 p. : ill. (some col.). Includes abstract. Includes bibliographical references (p. 45-48).

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.