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

Agostino Sorbara

International Journal of Finance, Insurance and Risk Management, 2021, vol. 11, issue 2, 91-101

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.

Keywords: Sponsorship; sports marketing; sport; sponsor; sport fan. (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ers:ijfirm:v:11:y:2021:i:2:p:91-101

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