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Promotion Processes and Sponsorship Strategies in the Marketing of a Sports Organization

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  • Agostino Sorbara

Abstract

Puropose: The main aim of this article is to examine the effects of sponsorships on the marketing of a sports organization. Design/Methodology/Approach: We have used theoretical, quantitative, and documental research. A survey consisting of 14 questions was administered to Italian sports fans. Findings: From the analysis of the survey it emerged that the interviewees are quite in agreement with the questions posed. Research has shown that sponsorships have benefits for both sponsors and sports organizations, fans, and appreciate sponsoring companies. Companies use sponsorships to offset the high costs of mass media advertising. Practical Implications: Sponsorship has become one of the most popular tools for communication in the corporate sector, companies benefit from it with a return of image. In every corporate marketing strategy, the possibility of using sponsorships as a tool to increase the visibility of the brand must be foreseen. However, for sponsorship to be effective, it must be integrated with forms of advertising in the mass media. Originality/Value: The survey aims to highlight the importance of sponsorships in the sports sector.

Suggested Citation

  • Agostino Sorbara, 2021. "Promotion Processes and Sponsorship Strategies in the Marketing of a Sports Organization," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 11(2), pages 91-101.
    • Handle: RePEc:ers:ijfirm:v:11:y:2021:i:2:p:91-101
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    References listed on IDEAS

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    1. Frank Houghton & Lisa Scott & Sharon Houghton & Christopher Lewis, 2014. "Children’s awareness of alcohol sponsorship of sport in Ireland: Munster Rugby and the 2008 European Rugby Cup," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 59(5), pages 829-832, October.
    2. Nicolas Renard & Lionel Sitz, 2011. "Maximising sponsorship opportunities : a brand model approach," Post-Print hal-02312577, HAL.
    3. Sajid Tufail & Rashid Saeed & Hashim Zameer & Muhammad Bilal & Bilal Naeem, 2014. "Impact of Sponsorship and Publicity on Brand Equity," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(12), pages 15-23, December.
    4. Konstantinios Koronios & Marina Psiloutsikou & Athanasios Kriemadis & Petros Kolovos, 2016. "The effect of perceived motivation of sports sponsorship: Evidence from basketball fans," International Journal of Business and Economic Sciences Applied Research (IJBESAR), International Hellenic University (IHU), Kavala Campus, Greece (formerly Eastern Macedonia and Thrace Institute of Technology - EMaTTech), vol. 9(2), pages 33-45, June.
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