Abstract
M. Comm.
The view that some sports receive support from potential sponsor companies more readily than others, were investigated during this study. If this view was not applicable all sports would, for instance, receive equal media coverage, would be financially strong and there would not have been competition for sponsorships. Some sports attract potential sponsor companies more thanother sports. The study focused on this aspect, as well as highlighting the importance of the company identifying itself with a specific sport to ensure an efficient and mutually advantageous relationship to both parties. Companies planning to use sport as marketing medium must make marketing decisions in terms of the type of sport they want to use to market their products. Specific sport organisations do not necessarily know what the company expects from the sport itself. Synchronisation must therefore be reached between the specific sport organisation's needs and the potential sponsor's marketing needs, which should be mutually beneficial. The overall study problem is stated as a question: Which aspects are of importance when a company decides to market its products through sport as a medium? The descriptive research instrument utilised for the aim of this study is the questionnaire. Information was gained by asking subjects to answer questions in writing. The final questionnaire consisted of non-discriminating, precise questions which could be answered frankly by the subjects. The study is structured around the marketing planning process, which emphasise decision making aspects involved in the allocation of sponsorships by companies planning to market their products through sport. From the research it is clear that companies will sponsor sport only if concrete benefits are to he gained from it. It is the responsibility of the sports organisation to emphasise these benefits to the company involved. The benefits mentioned are mainly advertising opportunities, as well as publicity for the company which want to market its product through sport. Furthermore it was found that companies sponsor sport, or use it as a marketing medium, only if the company and the sports organisation have corresponding spheres of influence. In other words the company's target market must to a large extent, correspond with the participants of the sport and its spectators (primary and secondary users). It was also found that sponsorships are mostly given to team sports which are practised on a national level. Sponsoring companies were mostly found to be market leaders. Marketing opportunities offered by sport to a company is compiled by the type of sponsorship the company support. At meeting-, special function-, 'corporate- and facility sponsorships, some of the marketing instruments (with special reference to promotional instruments) can be utilised to convey the company's sponsorship of the sport to the public. It is then for both the sport organisation, who apply for a sponsorship, as well as the company who want to market its product through sport, necessary to research certain aspects concerning the company and the sports organisation. With enough background information, chances increase for a successful symbiosis for both parties.