An Analysis into the Use of Sports Marketing As an Effective Marketing Tool and Its Importance to the Marketing Communication Mix (2010)

Sports sponsorship has exponentially grown to become a key and pivotal part of the marketing communication mix for companies over the past decades. The main aim of this dissertation project is analyse sports sponsorship as a marketing tool, regarding the issues of objectives for sponsorship, selection of sports entity to sponsor and effect measuring of the sponsorship.

Companies spend handsome money in sports sponsorship with an objective to improve the company’s turnover and brand value in the market. The research explores a wide array of factors which are responsible to encourage marketers to get involved in sports sponsorship. How the organization, which uses sports sponsorship as a communications tool to develop their marketing strategies, can succeed in this highly competitive area, and how can they assess the results of their sponsorship.

On the flipside, this dissertation project will also discuss the merits and demerits of sports sponsorship, because sports sponsorship is not the best option for all types of products and organizations. The study will be supported by examples of various organizations which are getting benefits from sports sponsorship as a communication tool and those which are reaping only higher costs.

  • 15,000 words – 65 pages in length
  • Good use of literature
  • Excellent in depth analysis
  • Well written throughout
  • Ideal for marketing and business students

1 – Introduction
Purpose of the Study
Objectives of the Study
Structure of the Study
Rationale to the research

2 – Literature Review
Strategic Sport Marketing
Sports Marketing: an examination of academic marketing publications
Media effects in commercial sponsorship
An exploratory study of influences on public opinion towards alcohol and Tobacco sponsorship of sporting events
The Evolution of Sponsorship
Move from Philanthropic- to Market-Driven Orientation
Growth of Corporate Sponsorship
Sponsorship Defined
Effects of Sponsorship
Awareness Building
Image Enhancement
Profit Generation
Significance of Sponsorship

3 – Methodology
Research Philosophy
Research approach
Research Strategy
Population, Sample and Sampling Techniques
Data Collection
Secondary Data
Primary Data
Ethical Issues
Data Analysis

4 – Results
Perception of Companies
Influence of Sponsorship
Sponsoring Impact
Diversity of Opinions
Popularity of Sponsors
Quality of Sponsored Goods and Services
Affirmation of Opinions
Impact of Sponsorship on Buying Patterns
Teams as Brand Ambassadors

5 – Conclusion and Recommendations
Conclusions from the Fan Surveys
Sponsorship as an effective communication tool
Drawbacks of the Sponsorship
Recommendations to the Sponsoring Companies
Recommendations for future studies to students
Limitations to the Study


Appendix Section

Sports Marketing as Marketing Tool Dissertation Dissertation
Sports Marketing as Marketing Tool Dissertation Dissertation

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