World Journal of Sport Sciences 7 (2): 114-117, 2012 ISSN 2078-4724 © IDOSI Publications, 2012 DOI: 10.5829/idosi.wjss.2012.7.2.1175
Analysis and Study of Sports Sponsors’ Participation in Iran
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A. Zamani, 2M. Dousti and 3S.J. Mosavi
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Faculty Member of Islamic Azad University (Qaemshahr Branch), Iran 2 University of Mazandaran, Iran 3 Islamic Azad University (Qaemshahr Branch), Iran
Abstract: The aim of the present study was to analyze the process of sports sponsors' participation in Iran. In the present study, the statistical population included all sponsors who were members of the Credit Institution of Supporting Sport Champions and Pioneers (42 companies) until 2009. The researcher-made questionnaire consisted of 26 multiple-choice questions. The findings and results showed that the most important motives of these companies were managerial interests and they aimed to enhance public awareness, long-time sales and to improve the image of the company. Key words: Sponsorship % Sports Activities % Sports Organization % Sports Marketing INTRODUCTION Traditional promotional techniques such as advertising remain the linchpin of many companies’ marketing activities [1]. Companies can enter into sponsorship arrangements and in exchange of cash or products receive favorable associations, endorsements and exposure [2]. Corporate sport sponsorship is becoming a very prominent marketing vehicle. Sponsorship occurs when a corporation funds a program (e.g., television or radio) or event whereby the sponsoring corporation has promotional material included in the program or even [3]. The rapid growth of corporate sponsorship in sports has caused many marketing executives to feel that sports sponsorship may be approaching saturation [4]. Sporting events are one of the fastest growing marketing communication vehicles and their rate of growth in marketing expenditures has outrun traditional media advertising and sales promotion [5]. Sponsorship is an important...