Title page for ETD etd-07212012-171424

Document Type Master's Dissertation
Author Matlala, Letaya Silas
URN etd-07212012-171424
Document Title The management of sport sponsorship : a case study
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Mr M Goldman Supervisor
  • sport sponsorship
  • brand image
  • congruency
  • leverage
  • sponsorship objectives
Date 2012-03-08
Availability unrestricted
Sponsorship, and particularly sport sponsorship, continues to grow ahead of all other forms of marketing communication in stature and spend. As a result, there is a growing need for proper sponsorship management and accountability within organisations.

The objective of the study was to evaluate how an organisation manages sponsorship to effectively enhance brand image, a long-term differentiator for brands.

Focusing on the Energade brand, a qualitative case study method of research, using data from secondary sources and face-to-face interviews, was used to test the propositions developed through literature review.

The study indicated that effective management of sponsorship entails setting of consistently aligned and prioritised objectives. In order for a sponsorship to enhance brand image, the sponsorship has to be leveraged at an optimal ratio; the sponsored property has to be congruent with the sponsoring brand at an intrinsic, positioning, and communication objective levels; and lastly, in order for sponsorship to effectively enhance shift brand image, its association with a sponsored property has to be long term.

The Energade sponsorship fell short of enhancing the brand‟s Image. Whilst having some of the prescribed affective sponsorship management practices, a number of limitations were identified. Recommendations for managing sponsorship to enhance brand image, from planning, execution and evaluation were presented. Setting of objectives should be more rigorous, leverage activity and non-sponsorship messages should be complementary, sponsorship congruency should be beyond functional fit, and long-term sponsorship of a single property is more effective than sponsoring different properties over time.

2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Please cite as follows:

Matlala, LS 2011, The management of sport sponsorship : a case study, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-07212012-171424/ >


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