2.1 The impact, benefits and implication of sponsorships and endorsements in sports
The literature that provides the basis for this study is grounded in marketing in sports.
It is proposed that the review of the literature relating to this subject will initially consider marketing efforts in sports, with a more focused look at issues relating to endorsements and sponsorship in sports. The literature will then look marketing efforts, including sponsorship and endorsements in amateur sports around the globe. The literature will conclude with a focused look at current endorsements, sponsorship and marketing being practiced in the GAA. Most commentators agree that endorsements, and sponsorships in sports add value and prestige to sports, however, the extent to this value is often questioned. Hopefully, this literature review will paint a more complete picture of the benefit and value of sponsorship and endorsements in sports.
The review will attempt to show up both common grounds between the two literatures and also areas of difference, looking at areas arising from the literature on sponsorship and endorsements in the various sports, how different sports have used both of these tools to benefit and promote their sports in comparison to the GAA, and in conclusion, what can the GAA learn going forward, if anything at all.
2.2 Sports Marketing
2.2.1 Growth of Sports Marketing: Soaring like an eagle!
It is clear that sport plays a monumental role in our society today. We are seeing more and more businesses and global institutions being associated with sporting events and teams, acknowledging the benefits of sports in terms of connecting with target audiences and in returning value. The sheer growth and value of sports sponsorships can be seen by looking at Manchester United’s latest sponsorship deal with DHL. Announced in August 2011, this deal with DHL was worth over £40 million over 4 years, for Man United’s training gear alone.
The transition of sport from...