Sport Management Studies

Current Issue

By Issue

By Author

By Subject

Author Index

Keyword Index

About Journal

Aims and Scope

Editorial Board

Indexing and Abstracting

Related Links

FAQ

Journal Metrics

Reviewers

Article Processing Charges (APC)

Peer Review Process

manuscript submission

Measuring the objectives of managing sponsors of commercial advertising in sports fields

Document Type : Research Paper

Authors

1 Assistant Professor in Sport Management, University of Eyvanekey

2 Assistant Professor, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

3 PhD of Sport Management, Allameh Tabataba'i University

4 Master in Sport Management, University of Eyvanekey

Abstract

The purpose of the present study was to Measuring and prioritize the sponsors' goals of commercial advertising in sports fields. In terms of outcome and purpose was a type of applied research and a survey research which is implemented in the field. The statistical population of the study included all CEOs, marketing and sales managers of sponsored companies with commercials in sports fields in football, volleyball, wrestling, futsal, karate and taekwondo, heads of sport federation marketing committees, CEOs of Premier League clubs in the fields. Football, basketball, volleyball, and futsal were in the 97-98 season and university professors and professors were in the field of sports marketing (200 people). Sampling was done as available and finally, after distributing and collecting the research questionnaires, 79 questionnaires were completed and analyzed. The Van Harden (2004) Sponsors Targets Questionnaire was used to collect data. Data were analyzed using descriptive statistics to classify the data, and confirmatory factor analysis models in Amos software and SPSS software were used to test the research hypotheses. The findings of the study showed that the priorities of the sponsors were as follows: 1- overall corporate goals, 2- marketing and subversion goals, 3- communication-environmental goals, and 4- media-advertising goals. The results of confirmatory factor analysis also showed that the sponsor's goal model is well-suited.

Keywords

Main Subjects

References
  1. Apostolopoulou, A., & Papadimitriou, D (2004). Welcome home: Motivations and objectives of the 2004 grand national olympic sponsors. Sport Marketing Quarterly, 13(4), 180-192.
  2. Arthur, D., Scott, D., & Woods, T. (1997). A conceptual model of the corporate decision-making process of sport sponsorship acquisition. Journal of Sport Management, 11(3), 223-233.
  3. Askarians, F. (2004). Investigation of economic status of Iranian sports industry in 1998-2001 based on GDSP estimation (Unpublished doctoral dissertation). University of Tehran, Tehran. (in Persian).
  4. Banar, N. (2009). Describing factors affecting sponsorship attraction of Iranian professional football sponsorship companie (Unpublished master's thesis). Teacher Training University of Tehran, Tehran. (in Persian).
  5. Benadie, S. (2005). Relationships in sport sponsorship: A marketing perspective. (Unpublished doctoral dissertation). University of Johannesburg, Johannesburg,   South Africa.
  6. Blake, J., Fourie, S., & Goldman, M. (2019). The relationship between sports sponsorships and corporate financial returns in South Africa. International Journal of Sports Marketing and Sponsorship, 20(1), 2-25.
  7. Chien, P. M., Cornwell, T. B., & Pappu, R. (2012). Rejoinder to commentary on Chien, Cornwell, and Pappu (2010): Advancing research on sponsorship portfolio effects. Journal of Business Research, 65(1), 117-121.
  8. Copeland, R. P. (1992). Sport sponsorship in Canada: A study of exchange between corporate sponsors and sport groups. Oregon: Microform Publications.
  9. Darabi, S (2015). Investigating the effectiveness of commercial advertising in sports based on the AIDA model and its role on brand prominence (Unpublished master's thesis). Allameh Tabataba'i University, Tehran. (in Persian).
  10. Dolphin, R. R. (2003). Sponsorship: Perspectives on its strategic role. Corporate Communications: An International Journal, 8(3), 173-186.
  11. Ellahi, A., Sajjadi, N., Khabiri, M., & Abrishami, H. (2007). Barriers to the development of attracting financial support spending in the football industry of the Islamic Republic. Journal of Sport Managemen (Unpublished master's thesis), 1(1), 202-189. (in Persian).
  12. Faed, A. (2007). Strategic assessment of sports financial support as a marketing communication tool in the Iranian electronics industry (Unpublished master's thesis). Tarbiat Modarres University, Tehran. (in Persian).
  13. Farrelly, F. (2005). Sport sponsorship linked marketing and public relations. Monash Business Review, 1(2), 1-2.
  14. Ghanbari Firouzabadi, A. (2016). Comparing the goals, bottlenecks and achievements of public and private banking sponsorship of sport in Iran (Unpublished master's thesis). Allameh Tabataba'i University, Tehran. (in Persian).
  15. Hino, Y., & Takeda, F. (2019). Market reactions to sport sponsorship announcements: Comparison between sponsors and their rivals. Sport Management Review, 23(3), 401-413.
  16. Holmqvist, M. (2005). Sport sponsorship as a promotion tool: case study of Audi, FöreningsSparbanken.
  17. Jamaat, Kh., & Ehsani, M. (2011). Direct and indirect goals of sponsorship of sport in Iran. Research in Sport Science, 3(10), 57-72. (in Persian).
  18. James, J. D. (2011). Attitude toward advertising through sport: A theoretical framework. Sport Management Review, 14(1), 33-41.
  19. Jesmani, M., Rashidelmir, A., Gharakhani, H., & Dehghani Ghafrokhi, A. (2018). Identifying and prioritizing economic barriers and managing financial support for Zanjan province championship sport. Physiology and Management Research in Sport, 10(4), 101-110. (in Persian).
  20. Kazim, M. (2003). This is my view of Iranian football. Tehran: Publications and Publications. (in Persian).
  21. Keshker, S., Qasemi, H., & Tojari, F (2018). Sports marketing management (4th ed.). Tehran: Science and Motion Publications. (in Persian).
  22. Khosrow Manesh, R (2009). Analysis of Sponsorship Management in Tehran Clubs (Unpublished master's thesis). University of Tehran, Tehran. (in Persian).
  23. Lacey, R., Close, A. G., & Finney, R. Z. (2010). The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness. Journal of Business Research, 63(11), 1222-1228.
  24. Niroomand, L., Tajik, I., Somayeh Malekian, N., & Shahkuhi, S (2011). Investigating the relationship between watching TV advertising and consumerism. Media Studies, 7 (2), 62-51. (in Persian).
  25. Nourizadeh, A., Goodarzi, M., Alidust Ghahfarkhi, E., & Homayounnia, F. (2017). Investigating the role of sponsorship (shirt advertising) in the attitude of fans of popular football teams of the Iranian Football League. Physiology and Management Research in Sport, 9(2), 9-20. (in Persian).
  26. Olkkonen, R. (1999). Forging links between marketing and sponsorship: A theoretical investigation. Turku School of Economics and Business Administration. Turun kauppakorkeakoulu, Kirjapaino Grafia Oy.
  27. Pope, N. (1998). Consumption values, sponsorship awareness, brand and product use. Journal of Product & Brand Management, 7(2), 124-136.
  28. Pyun, D. Y., & James, J. D. (2009). Enhancing advertising communications: Developing a model of beliefs about advertising through sport. International Journal of Sport Communication, 2(1), 1-20.
  29. Rajabi, M (2008). The reasons for the lack of support of the (private) manufacturing companies for the sport of championship in Isfahan (Unpublished master's thesis). University of Mazandaran, Babolsar. (in Persian).
  30. Sajjadi, N., Omidi, A., & Zare, Q. (2007). The relationship between the use of sports images in advertising and the consumers' behaviors of sports competition. Movement Journal, (34), 83-93. (in Persian).
  31. Samsam Shariat, S. M. R., Atashpour, S. H., & Kamkar, M (2007). A comparison of the factors affecting the effectiveness of commercial advertising from the perspective of people and advertising professionals. Knowledge and Research in Applied Psychology, 9(32), 90-120. (in Persian).
  32. Sandler, D. M., & Shani, D. (1993). Sponsorship and the Olympic Games: The consumer perspective. Sport Marketing Quarterly, 2(3), 38-43.
  33. Shank, M. (1999). Sport marketing: A strategic perspective. New Jersey: Prentice Hall Inc.
  34. Sparks, R., & Westgate, M. (2002). Broad-based and targeted sponsorship strategies in Canadian women's ice hockey. International Journal of Sports Marketing and Sponsorship, 4(1), 48-73.
  35. Taranto, R. (1998). Special events--a unique tool of marketing and promotion. Business Date, 6(1), 5-7.
  36. Tomasini, N., Frye, C., & Stotlar, D. (2004). National collegiate athletic association corporate sponsor objectives: Are there differences between divisions IA, I-AA, and I-AAA? Sport Marketing Quarterly, 13(4), 216-226.
  37. Turley, L. W., & Shannon, J. R. (2000). The impact and effectiveness of advertisements in a sports arena. Journal of Services Marketing, 14(4), 323-336.
  38. Vale, J., Serra, E., Vale, V. T., & Vieira, J. C. (2009). The impact of sponsorship on a football team's brand equity. Journal of Sponsorship, 2(3), 267-280.
  39. Van Heerden, C. H., & Du Plessis, P. J. (2003). The objectives set by South African sponsors for sport. Ecquid Novi, 24(1), 20-36.
  40. Van Heerden, C. H. (2005). Developing a corporate image model. South African Journal of Economic and Management Sciences, 2(3), 492-508.
Sport Management Studies
Volume 13, Issue 67
July and August 2021
Pages 1-34
Files
History
  • Receive Date: 26 December 2019
  • Revise Date: 25 January 2020
  • Accept Date: 03 February 2020
Share
How to cite
Statistics