The Hurdles of Sport Sponsorship of Companies in North Khorasan Province

Authors

1 Msc in Sport Management, Shomal University, Mazandaran, Iran

2 Assistant Professor in Sport Management, Shahid Beheshti University, Tehran, Iran

3 Assistant Professor in Sport Management, Guilan University, Rasht, Iran

4 Assistant Professor in Sport Management, Bojnourd University, Bojnourd, Iran

Abstract

The aim of this study was to investigate the hurdles of sport sponsorship of companies in the province of North Khorasan. The research method was descriptive survey. The statistical population consisted of 106 managing directors, marketing managers, financial managers and directors of sport departments from 54 production, service and commercial large companies in the province of North Khorasan who had the ability of sport sponsorship. The statistical sample was equal to the statistical population and 84 questionnaires were used. The data were collected by a researcher-made questionnaire in a 5-point Likert scale; its validity was confirmed by 15 sport management experts and Cronbach’s Alpha coefficient was used to test the reliability (r=0.79). To measure construct validity and determine the factors, exploratory factor analysis with a Varimax rotation was used. Analysis of variance with repeated measures and LSD post hoc test were used to test the hypotheses (P≤0.05.). According to the factor analysis, 24 items were classified into three categories. The results showed a significant difference among 3 hurdles of sport sponsorship (management-advertising, economic-social and communication-environmental). With the interaction of the government, companies and sport clubs, it is suggested that necessary facilities should be provided to encourage companies and to decrease the effect of hurdles. Also, advertising factors such as desirable image of sponsor companies should be used to improve sponsorship.

Keywords

References

  1. ابودردا، زینب (1387)، "بررسی علل عدم حمایت اسپانسرها از ورزش حرفه ای بانوان شهر اصفهان"، علوم حرکتی و ورزش، جلد دوم(شماره12)، ص 111-120.
  2. احسانی، محمد (1384)، "بازاریابی ورزشی در بازی های زنان مسلمان"، انتشارات پژوهشکده تربیت بدنی، جلد اول، ص 35-52.
  3. ایزدی، علیرضا (1383)، "توصیف عوامل مؤثربرجذب اسپانسرشیپ شرکت های اسپانسر فوتبال حرفه ای ایران"، پایان نامه کارشناسی ارشد تربیت بدنی دانشگاه تربیت معلم تهران، ص 21_25 و 68_74.
  4. بنار، نوشین (1390)، "طراحی مدل تصمیم گیری حمایت مالی درورزش ایران"، مطالعات مدیریت ورزشی، دوره چهارم (شماره 14)، ص 13-24.
  5. تندنویس، فریدون (1378)، "جایگاه ورزش دراوقات فراغت دانشجویان کشور"، نشریه حرکت، سال اول، شماره2، ص 93-110.
  6. جماعت، خاطره (1389)، "مقایسه دیدگاه رؤسای فدراسیون های ورزشی ومدیران شرکت های حامی درخصوص اهداف حمایت مالی از ورزش"، علوم حرکتی و ورزش، سال هشتم(شماره 15)، ص 60-70.
  7. رجبی، مالک (1388)، "دلایل عدم حمایت مالی شرکت­های تولیدی (خصوصی) از ورزش قهرمانی در شهرستان اصفهان"، پایان­نامه کارشناسی ارشد، دانشگاه مازندران، ص 16_31 و 75_89 .
  8. کشکر، سارا (1390)، "مدیریت بازاریابی ورزشی"،شماره734066، انتشارات علم وحرکت، چاپ اول، ص28-31.
  9. هاشمی سیاوشانی، محمد (1382)، "بررسی جذب حمایت­های مالی جهت تیم های ورزشی کشور"، پایان نامه کارشناسی ارشد تربیت بدنی دانشگاه تربیت معلم، ص 12_23 و 63_84.
  10. Abrahamson, Jan (2003), "Sport Sponsorship As A Marketing CommunicationTool", IEG Sponsorship Report, p.32_41.
  11. Astous, Alain & Bitz Pierre (2000), "Consumer Evaluation of sponsorship Programs" , International Journal of Sport Marketing and Sponsorship, p.87_98.
  12. Benadi, Sterelize (2005), "Relationship In Sport Sponsorship", A Marketing Perspective, PHD Thesis, University Of Hohannesburg, p.47_62.
  13. Bennett, G.Henson, zhang (2002), "Action Sport Sponsorship recognition", Sport Marketing Quarterly, p.174_185.
  14. Benoit Seguin (2007), "Sponsorship in the trenches: Case Study Evidence of its legitimate place in the promotional mix", Sport Journal, vol(10), p.96_109.
  15. Cialdini, R.B.Borden, R.J.Thomas, Walker, M.P & Freeman (2000), "Basking in reflected glory: Three field studies", Journal of Personality and Social Psychology, p.366_375.
  16. Eriksson, Jessica & Hjalmasson, Anna (2000), "Event Marketing as a Promotional Tol", Department of Business Administration and Social Sciences, Lulea University of Technology, p.137_153.
  17. Faed, Alireza (2007), " Strategic Assessment of Sport Sponsorship as a Marketing Communications Tool in Electronic Industries of Iran", Ma Thesis, p.41_49.
  18. Jiffer, Ross (1999), "Sponsorship - a Way of Communicating", Stockholm: Ekerlids Forlag, p.61_67.
  19. Johansson, Malin (2007), " Sport Sponsorship a Marketing Communication Tool In Swedish Companies", Department of Business Adminstration, p.40_55.
  20. Lafferty, Carrilate, Harria (2005), "Investigating Sponsorship Effectiveness ", Journal of Brand Management, p.50_64 .
  21. Madrigal (2001), "Social Identify Effects in a Beliief_Attitude Intentions Hierarchy: Implications for Corporate", Psychology & Marketing, p.145_166.
  22. Mc Cook & Riley (2003), "A Look at the Corporate Sponsorship Decision Making Process", Cyber Journal of Sport Marketing, p.59_62.
  23. Mc Kelvey, S. and Grady, J. (2008). “Sponsorship Program Protection Strategies for Special Sport Events: AreEvent Organizers Outmaneuvering Ambush Marketers?”, Journal of Sport Management, 550-586.
  24. Meenaghan (2001), "Understanding Sponsorship Effects", Psychology & Marketing, Vol(18), p.95_102.
  25. Meenaghan, David, Tony & Shiply (1999), "Media Effect in  Commerical Sponsorship", Journal of Marketing, Vol(33), p.328.
  26. Mitchell (2002), "Selling the Brand Inside", Harvard Business Review, p.5_11.
  27. Polansky, Speed (2001), "Linking Sponsorship & Cause Related Marketing: Vomplimentaries & Conflicats", Journal of Product and Brand Management, p.1361_1372.
  28. Pope & Turco (2001), "Sport  and Event Marketing", Mc Graw-Hill, p.349_361.
  29. Roy, Donald (2000), "Manager use of Sponsorship in Bulding Brands: Service and Product firms Contrasted", International Journal of Sport Marketing & Sponsorship, Vol(4), p 763_776.
  30. Sleight (1989), "Sponsorship: What it is and how to use it", Maidenhead, McGraw-Hill, p.108_114.
  31. Smith, A.; Graetz, B.; Westerbeek, H. (2008). “Sport sponsorship, team support and purchase intentions”,Journal of Sport Marketing Communications, p.387-404.
  32. Smith, A.C.T. (2008). "Introduction to sport marketing", Elsevier Ltd, p.44_49 .
  33. Sneath, Finney, Close (2005), "An IMC approach to event marketing: The effect of sponsorship and experience on consumer attitude", Journal of advertising research, 45(4), p.373_381 .
  34. Thomas, Hickman, Ward, Lawrence & James (2005), "A Social Identities Perspective on the Effects of Corporate Sport Sponsorship on Employees", Sport Marketing Quarterly, Vol(12), No.3, p.112_122.
  35. Vale, J.; Serra, E.; Vale, V.T.; Vieira, J.C. (2010). “The impact of sponsorship on a football team’s brandequity”, Journal of Sponsorship, p. 267-280.

Files

Share

How to cite

Statistics