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
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:2072 |
| Date | 22 May 2008 |
| Creators | Bevan, Michael |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
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