The Communication Objectives of Sport Sponsorships
SPORT sponsorship is increasingly used as an organisational communication tool. Its effective use is generally diminished by a lack of coordination with greater organisational communication objectives. The alignment of the objectives of sport sponsorship with an organisation's greater communic...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-11-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2110 |
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| Summary: | SPORT sponsorship is increasingly used as an organisational communication tool. Its effective use is generally diminished by a lack of coordination with greater organisational communication objectives. The alignment of the objectives of sport sponsorship with an organisation's greater communication objectives as a means of increasing sport sponsorship's effective use is dis- cussed. The validity of differentiating be- tween objectives of sport sponsorship for public relations and for marketing communication objectives was tested amongst a sample of South African sponsors, and a measuring instrument of sport sponsors communication objectives was developed.
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| ISSN: | 0259-0069 2957-7950 |