Abstract
Sponsorship of sport has become an integral part of the marketing mix of the corporate world,
with corporations devoting large amounts of money to associate themselves with a particular
sport and/or its identity. This seemingly ever-increasing use of sport as an entertainment
medium by television broadcasters and the concomitant increasing amounts of money tied up
in the upper echelons of professional sport have made it hard to imagine professional sport
without corporate sponsorship.Sponsors have become increasingly prudent about the way their sponsorships is spent. A mere
“feeling of association” is not enough to justify the amounts of money required to become a
sponsor of a top-level sport. Corporations therefore utilise methods of monitoring sponsorship
effectiveness to ensure that they receive maximum return on their investment.
Mr. T. Terblanche