Macro-aspects affecting sport sponsorship: The case of Hungarian professional soccer clubs’ sponsors
Hungarian soccer and sponsorship market is a relatively new and unexplored subject of research in the field of sports sponsorship in view of the fact that most studies have focused on the major European soccer leagues so far. This paper focuses on the Hungarian soccer sponsorship market, which gives a variety of comparisons to other studies (Chadwick — Thwaites 2005; Couvelaere — Richelieu 2005; Bühler 2006) on soccer sponsorship focusing on the major soccer markets. A comprehensive overview of current literature on sport sponsorship in general, and soccer sponsorship in particular provided the theoretical base for this study, revealing that this specific research theme has little empirical evidence. Two issues repeatedly brought up by researchers as being important are the sponsoring companies’ objectives, and measuring the return on investment. The main objective of this paper, focusing on the Hungarian soccer sponsorship market, is to evaluate the range of soccer sponsorship objectives and the range of evaluation tools that sponsors use to measure the effectiveness of their sponsorships. The representatives of sponsor companies (N = 103) were asked to rate the importance of sponsorship objectives and the importance of the evaluation techniques which are used to measure the effectiveness of their soccer sponsorships.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 29 (2007)
Issue (Month): 3 (December)
|Contact details of provider:|| Web page: http://www.akkrt.hu |
|Order Information:|| Postal: Akadémiai Kiadó Zrt., Prielle K. u. 21-35. Budapest, 1117, Hungary|
Web: http://www.akademiai.com Email:
When requesting a correction, please mention this item's handle: RePEc:aka:soceco:v:29:y:2007:i:3:p:383-411. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Vajda, Lőrinc)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.