The expanding field of sports sponsorship and relate it to growth in market share for multinational organisations

Executive Summary The reported increase in Sport Sponsorship can be attributed to various reasons such as professionalisation and globalisation of brands, reduced effectiveness of mass media advertising methods, globalisation of the sporting industry, sporting competitors gaining increased television coverage, commercialisation of sport and its acceptance across national boundaries (Meenaghan & Shipley, 1999). Sport sponsorship has evolved from being viewed as a charitable donation to a crucial part of the marketing mix in business activity in …

…Product and brand management. Ratajczyk, A. (1998). More Than Just a Question of $port [Electronic Version]. The Warsaw voice. Retrieved May 09, 2006 from http://www.warsawvoice.pl/archiwum.phtml/3448/. Roy, D. P., & Cornwell, T. B. (2003). Brand equity's influence on responses to event sponsorships. Product and brand management, 12(6), 377-393. Shank, M. D. (2004). Sports Marketing:A strategic perspective (3rd ed.). New Jersey: Pearson Prentice Hall. Vignali, C. (1997). The MIXMAP-model for international sport sponsorship. European Business Review, 97(4), 187-193.