Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/218171 
Year of Publication: 
1997
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 28 [Issue:] 3 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 1997 [Pages:] 73-81
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract: 
This study analyses the participation of sponsors and their success in a major world sports event, the Rugby World Cup 1995. Both the sponsors as well as a sample of spectators are interviewed. Sponsors are asked why they sponsored this event, their objectives, communications programme and their evaluation of the sponsorship. Spectators are asked if they can recall the sponsors of this event and whether their buying behaviour has changed as a result. The results indicate that most sponsors reached their objectives, but from the spectator point of view, there were some mixed results. A literature review of sponsorship in sport is undertaken, as well as some guidelines proposed for those organizations considering sponsoring a major sports event.
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.